Emma Narvaez
Target’s decade-long tradition of celebrating LGBTQ+ communities during Pride Month took an exceptionally controversial turn this year. This year’s Pride collection garnered a significant amount of attention for a Pride-themed children’s section and the inclusion of swimwear that promotes gender affirmation. As a result, on May 24th, 2023, Target addressed said controversies, stating, “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” (Target, 2023).
The US retailer’s Pride collection features over 2,000 products, including clothing, accessories, home furnishings, and swimwear designed to celebrate and support LGBTQ+ communities. Some items read sayings such as “Not a Phase”, “Better Out Than In”, and “Here Queer And Without Fear”. It’s worth noting that the collection has also received mixed reactions within the LGBTQ+ community. While some individuals appreciate the visibility and representation that these products bring, others have criticized certain items as being corny, tone-deaf, or commodifying the LGBTQ+ community. Bob Witeck, the president of a firm which specializes in LGBTQ+ marketing, stated that Target’s Pride collection creates a “love-hate dynamic”, stating “They’re things people wouldn’t say, let alone wear. It gets to the point where it’s so ridiculous that it begs to be worn just to make a joke of it” (Lavietes, 2023). Additionally, upon reviewing Target’s Pride collection, influencer Frederic Chen exclaims, “I don’t know why companies think gay people flaunt their sexuality like it’s their nationality” (Chen, 2023).
Image credit – https://www.autostraddle.com/target-pride-2023-merch-drop/
However, the bulk of controversy against Target’s initiatives this year have come from conservative groups and individuals who feel that Target is prioritizing an LGBTQ+ agenda over traditional values. According to The New York Times, Target felt that its employees were at harm “after some customers had screamed at employees and thrown the Pride-themed merchandise on the floor” (Holman and Creswell, 2023). The Pride collection has gathered attention particularly to the swimwear, which is designed for transgender bodies, as well as Pride items in the children’s section such as books, clothing, and accessories. CEO Brian Cornell has defended these items, stating, “I think those are just good business decisions, and it’s the right thing for society, and it’s the great thing for our brand” (Potter, 2023). Along with the swimwear launch, this year’s Target Pride collection differentiates itself from other years because it coincides with nationwide backlash against the LGBTQ+ community, both in the media and in policy. According to the American Civil Liberties Union, over 490 anti-LGBTQ+ bills have been filed, many aimed towards restricting gender-affirming health care.
Since the release of the collection, Target’s reputation has taken a steep hit. This is reflected in the 2023 Axios Harris Poll 100, which is a trusted ranking of the reputations of companies based on the minds of American consumers. The updated list was released a day before Target decided to adjust its Pride collection plans, showing a 21-spot drop. In particular, Target scored low for the “culture” and “vision” criterias, defined as a company that is “good to work for” and has a “clear vision for the future”, respectively. Additionally, the “citizenship” criteria, defined as a company that “shares my values” and “supports good causes” dropped to 35th place from 19th place last year (Axios, 2023).
Some decisions Target has made in response involve moving the LGBTQ+ merchandise to the back of the store, or removing certain products altogether. One of the Pride collection’s LGBTQ+ collaborators, Erik Carnell, has offered a comprehensive view of Target’s decision to remove his products from the line. Although he states that “the safety of [Target’s] employees has to be paramount,” he also points out that Target should stand by their principles, explaining, “If you’re going to have a Pride range centered around and created by LGBTQ people, then you need to stick that out” (Tolentino et al., 2023).
While Target claims that its decisions have been made in the interest of its employees, many speculate that its actions may inadvertently marginalize the very communities the collection aimed to support. Furthermore, the corporation’s lack of resistance towards conservative backlash may encourage similar attention towards inclusive initiatives made by other companies. Many conservative activists have been fired up by Target’s stock value dropping, in addition to other companies that have faced repercussions for taking progressive initiatives, such as Budweiser and the Los Angeles Dodgers. A self-claimed “anti-woke” activist Rogan O’Handley, tweeted “THIS IS WHAT WINNING LOOKS LIKE” (Tolentino et al., 2023).
As Pride Month continues, the debate around Target’s Pride Collection and similar initiatives is likely to continue as well. The controversy raises awareness about the significance of allyship and support from individuals outside the LGBTQ+ community, as well as the challenges of balancing diverse perspectives and values in a rapidly changing cultural environment.
Bibliography
American Civil Liberties Union. “Mapping Attacks on LGBTQ Rights in U.S. State Legislature.” American Civil Liberties Union, 18 Apr. 2023, www.aclu.org/legislative-attacks-on-lgbtq-rights.
Axios. “The 2023 Axios Harris Poll 100 Reputation Rankings.” Axios, 23 May 2023, www.axios.com/2023/05/23/corporate-brands-reputation-america. Accessed 27 May 2023.
Chen, Frederic. “I Bought the Target Pride Collection so You Don’t Have To.” Www.youtube.com, 27 May 2021, https://youtu.be/wMTZbGDGKX0. Accessed 27 May 2023.
Holman, Jordyn, and Julie Creswell. “Brands Embracing Pride Month Confront a Volatile Political Climate.” The New York Times, 25 May 2023, www.nytimes.com/2023/05/25/business/target-pride-lgbtq-companies-backlash.html.
Lavietes, Matt . ““Live Laugh Lesbian”: Target’s Cheeky Pride Collection Strikes Again.” NBC News, 20 May 2023, www.nbcnews.com/nbc-out/out-life-and-style/live-laugh-lesbian-targets-cheeky-pride-collection-strikes-rcna85291. Accessed 26 May 2023.
Potter, Will. “Target CEO DEFENDS Marketing “Tuck-Friendly” Women’s Swimwear.” Mail Online, 23 May 2023, www.dailymail.co.uk/news/article-12116323/Target-CEO-DEFENDS-marketing-tuck-friendly-womens-swimwear.html. Accessed 27 May 2023.
Target. “Target Statement on 2023 Pride Collection.” Target Corporate, 24 May 2023, https://corporate.target.com/press/releases/2023/05/Target-Statement-on-2023-Pride-Collection. Accessed 26 May 2023.
Tolentino, Daysia , et al. “Target Quietly Moves Pride Merchandise in Some Stores as Conservative Activists Declare Victory.” NBC News, 24 May 2023, www.nbcnews.com/nbc-out/out-news/-target-pride-merchandise-lgbtq-designers-pulled-criticism-rcna86036. Accessed 27 May 2023.
Emma Narvaez