Conservative attacks against brands openly associated with transgender-inclusive marketing and merchandising are heating up just weeks before LGBTQ Pride festivals kick off globally.
The most recent corporation to fall under the right-wing eye has been the mega-retail brand Target (TGT) -- a company with a top-notch rating with the Human Rights Campaign (HRC)'s Corporate Equality Index.
DON'T MISS: Nvidia Stock Surges as AI Chip Demand Powers Q1 Earnings, Stronger Outlook
At first, it appeared that Target was willing to stick to its guns. The company's CEO, Brian Cornell, appeared on Fortune's "Leadership Next" podcast and said the company was unconcerned about the situation. However, reports emerged claiming that Target stores were reassessing the display of Pride merchandise.
DON'T MISS: Kevin O'Leary Calls Out Bud Light for Its Recent LGBTQ Controversy
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."
"Given these volatile circumstances, we are making adjustments to our plans, including removing items that have been at the center of the most significant confrontational behavior." So far, three particular contested items have been removed from the company's online store.
Past that, reports say that some children's merchandise and swimsuits fit to accommodate transgender consumers are currently under review. While many online have sympathy for employees on the ground, Target's move is not without criticism.
Still, the company is looking toward the future. "Our focus now is on moving forward with our continuing commitment to the LGBTQIA+ community and standing with them as we celebrate Pride Month and throughout the year," the statement concluded.
Target's recent move comes just before LGBTQ Pride Month and in the wake of Anheuser-Busch (BUD) brand Bud Light's similar controversy. On May 22, the HRC put the beer brewer's perfect-score equality rating up for review. As of this article's writing, the HRC has not responded to a request for comment regarding Target's recent move.
