Mega-retailer Target (TGT) has become a corporate lightning rod for a nationwide panic surrounding LGBTQ representation in the last few months. Formerly a beloved champion of the queer community, Target's response to its recent controversy has come under criticism. But why? How did we get here?
Target Pride Collection
The storm began brewing in the early spring of 2023 as Target prepared to launch its annual Pride Month merchandise. In past years, the store's LGBTQ-themed collection has been celebrated for partnerships with queer creators and its inclusivity, including chest binders and other underwear designed for transgender consumers.
But this year, with numerous anti-trans bills in circulation across the U.S., Target's annual release of Pride-themed greeting cards, apparel, and accessories were either relocated to a less-prominent display in stores or removed entirely from inventory.
Responses to the Target Controversy
At first, it appeared that Target intended to stand behind its Pride merchandise. The CEO of Target, Brian Cornell, isn't concerned. In a recent appearance on Fortune's "Leadership Next" podcast, Cornell essentially said that the company's attitude toward diversity and inclusion is just good business.
"When we think about purpose at Target, it's really about helping all the families, and that 'all' word is really important," Cornell said. "Most of America shops at Target, so we want to do the right thing to support families across the country."
But almost simultaneously, reports came in that Pride merchandise was being relocated or pulled from shelves across the country. On May 24, the company released a statement about the decision. "For more than a decade, Target has offered an assortment of products aimed at celebrating Pride Month," the statement reads. "Since introducing this year's collection, we've experienced threats impacting our team members' sense of safety and well-being while at work."
Videos and reports surfaced online of people knocking over pride displays and harassing Target employees. The company has also reportedly received bomb threats at several stores.
All This, Just In Time For Pride Month
The decision to alter or remove Pride items in stores was met with frustration from LGBTQ+ organizations and consumers. Nearing the beginning of Pride Month, which occurs in June, the Human Rights Campaign (HRC) urged Target in a statement to "ensure their Pride displays are visible on the floors, not pushed into the proverbial closet."
"Extremist groups and individuals work to divide us," wrote the organization's President, Kelley Robinson, on May 24. "Ultimately [they] don’t just want rainbow products to disappear, they want us to disappear. For the past decade, the LGBTQ+ community has celebrated Pride with Target -- it’s time that Target stands with us and doubles down on their commitment to us."
Many LGBTQ+ consumers took to Twitter and TikTok to share the HRC's sentiments.
Bud Light, Kohl's, and Other Companies Face Similar Backlash
The confrontations happening on the floors of Target stores were a reflection of a similar controversy that occurred weeks before. Beer brewer Anheuser-Busch (BUD) received a torrent of online criticism and calls for a boycott after a small-scale promotional post between Bud Light and popular transgender TikTok star Dylan Mulvaney.
Similar to the Target controversy, Bud Light's response was also read as non-committal to the LGBTQ+ community. Anheuser-Busch took a hit to its HRC rating as one of the "Best Places to Work for LGBTQ+ Equality." The company recently announced a collaboration with queer business owners in the wake of the drama.
Other companies that support diversity, equity, and inclusion (DEI) initiatives have been similarly targeted for boycotts. Department store Kohl's (KSS) has been targeted for boycott over its line of Pride clothing, which includes apparel for infants. Meanwhile, V.F. Corporation's (VFC) beloved outdoor brand North Face has been similarly criticized by conservatives for featuring an environmental activist and drag queen in its recent Pride-themed ad.
