Target Corporation, in response to customer feedback and potential reputation damage, has decided to relocate certain LGBTQ products from the front of its stores. This decision appears to be a shift from the company’s previous stance on “woke” capitalism, as expressed by CEO Brian Cornell in a recent interview.
During an episode of Fortune’s “Leadership Next” podcast, Cornell praised the positive impact of “woke” business decisions on both the company’s brand and society. He emphasized the value created by their diversity, equity, and inclusion efforts, citing increased sales and improved employee and customer engagement as outcomes.
However, Target faced a wave of backlash from customers and online communities following the release of its June Pride month collection. The collection featured women’s swimsuits with “tuck-friendly” design for transgender individuals, gender-neutral mugs with a “gender fluid” motif, and children’s clothing adorned with LGBTQ rainbow designs. The controversy surrounding these items gained significant attention, mirroring recent incidents involving companies like Bud Light, Nike, and Disney and their “woke” advertising campaigns.
In light of the situation, Target management took swift action to avoid further negative repercussions. According to an anonymous Target employee cited by Fox News Digital, the company issued an “emergency” directive instructing select managers and district senior directors to downplay the Pride sections in their stores. Specifically, some stores, primarily located in rural areas of the south, were asked to remove LGBTQ Pride merchandise from the front and relocate it to smaller spaces. The changes were implemented within a tight timeframe, causing concerns among both employees and customers.
The decision to relocate the Pride sections is believed to be influenced by the recent Bud Light controversy, which Target reportedly seeks to avoid. The company is said to be focused on ensuring team member safety and protecting its reputation amid widespread criticism. The move was described as a quick response, with a 15-minute call discussing safety precautions and the relocation of products. Bathing suits have replaced the Pride merchandise in front-of-store displays, even though Pride month officially begins on June 1.
While some Targets in rural areas of South Carolina, Arkansas, and Georgia have already relocated their Pride sections, the company’s online store and other locations continue to prominently feature Pride products.
As of now, Target has not provided an official response or clarification on whether there has been a policy shift or if Cornell’s statements regarding diversity, equity, and inclusion programs still stand. Fox News Digital reached out to Target for comment, but no response was received initially.