Target Not So Prideful This Year

Target Not So Prideful This Year

We all know that come June 1st a large number of corporations roll out the Pride red carpet and fill their marketing with rainbow flags and LGBTQ advertising. While some of our community guffaw at the forced focus on our community for the month, it still raises awareness and brings Pride Month to the conversation. Well, Target used to be a big marketer for Pride. This year they aren't as committed.

 

View this post on Instagram

 

A post shared by Abprallen (@abprallenuk)

Target has had Pride displays and merchandise in its stores over the past few years. That has been met with calls of boycotts by conservative groups and some social media influencers have even filmed videos in Target stores questioning why Target is including the LGBTQ community in its stores. Apparently it has caused such a stir that this year, Target is only going to carry Pride mech in half of their 1,956 stores. Target is citing poor sales for LGBTQ merchandise as their reasoning. They also state that they are protecting their employees from anti-LGBTQ activists.

 

View this post on Instagram

 

A post shared by LGBT (@lgbt)

Anti-LGBTQ groups have also gone after Target in supposed protection of youth, claiming the store is promoting trans issues onto minors. Target alleges that a number of their stores received bomb threats and that their employees received physical threats. The store also reported that they had a 5% drop in sales during Pride month. Target will still keep LGBTQ themed merchandise available on their website.

GLAAD issued the following statement: “Target’s decision is disappointing and alienates LGBTQ+ individuals and allies at the risk of not only their bottom line but also their values.”

Boycotts towards brands that support the LGBTQ community are nothing new. Remember the whole bashing of Bud Light when they picked Dylan Mulvaney as a spokesperson?

 

View this post on Instagram

 

A post shared by Dylan Mulvaney (@dylanmulvaney)

Obviously when corporations cave to anti-LGBTQ groups, it is a major loss for our community and sends a wrong message. This news comes on the heels of an official warning from the FBI stating that terrorists groups may target Pride events this year. What the hell is happening towards our community? How many more steps back do we need to take until everyone is happy?