Business
May 31, 2023 | 2:44 p.m
Target’s decision to move some of its LGBT pride clothing to some of its locations made headlines nationwide, and the company may have lost control of its own narrative in the process, says a leading consumer researcher.
David Evans is chief insights officer for Collage Group, a consumer research firm that helps big US brands like Target build and nurture relationships with groups that in the past may have been ignored or overlooked. He said most Americans, especially the younger ones, want companies to “represent people in a variety of ways.”
Evans said Target has long been in touch with the LGBT community, but in the time since it came to light it has relocated some of its Pride locations because of alleged “threats” against some employees on both fringes of the political spectrum. Some on the right were upset that Target had promoted the displays in the first place, promoting clothing like “tuck-friendly” swimsuits for trans women, and progressives feel betrayed for surrendering to what they call the right.
“They resonated a lot with allies in this community … But they probably lost a little bit of narrative control because ultimately the press was all about ‘Target pulls the goods,’ as opposed to the Target employees.” actually threatened by a very, very small group of people who represent a very small minority of anti-LGBT sentiment,” he told Fox News Digital.
“Maybe they’re doing the right thing to protect their comrades-in-arms… But the way the conversation is going right now is definitely not in their favour,” said one analyst. Above: CEO Brian Cornell. Getty Images
“So you have to weigh to some extent: how do you deal with the issue of real potential safety issues for employees and not lose as much deserved trust in this community and the supporters of this community, which are now very broad and across political borders ?” So that’s a challenge.”
Evans said the majority of consumers are not into a “culture of shaming” and pointed out that brands cannot be pushed by activist minorities on either side of the aisle.
Katya Skogen, director of cultural insights at Collage Group, said Target could always come back from the saga.
“They seem to have lost control of the narrative,” she said. “Maybe they’re doing the right thing to protect those around them… It’s important to protect people and assets. But the way the conversation is going right now is definitely not in their favour.”
Since the backlash, Target’s market value has fallen by over $12 billion to $61.77 billion as of Tuesday. By mid-month, the market value was over $74 billion
They noted that the story is just beginning and it’s too early to tell if Target has done any significant damage to its relationship with the LGBT community.
Since the backlash, Target’s market value has fallen by over $12 billion to $61.77 billion as of Tuesday. At mid-month, the market value was over $74 billion.
Target headlines have continued to make headlines daily since news of the meeting first broke last week. A transgender designer whose products were sourced from Target stores told Portal the customer response had highlighted issues with “rainbow capitalism.”
“It sets a very dangerous precedent that you can completely disassociate yourself from the LGBT community if you get just enough upset about the products you’re selling when it suits you,” Erik Carnell told the outlet.
Headlines about Target have continued to surface every day since news of the emergency meeting.FOX News
After Fox News Digital reported that Target held an “emergency meeting” and postponed some of its Pride paraphernalia to avoid what one insider called a “bud light” situation, some progressive and LGBT groups were furious.
dr David J. Johns of the National Black Justice Coalition, which bills itself as the country’s leading black LGBT civil rights organization, said in a statement that this was “beyond disappointing” and that the company’s pride celebration will kick off next month fraud.
“It is beyond disappointing that Target has caved in to violent political extremists and betrayed its commitment to the LGBTQ+ community by removing items from its Pride collection from some of its stores and relocating them elsewhere,” Johns said in a statement, which aired on Fox News Digital last week.
Target has upset some progressive and LGBT groups. SOPA Images/LightRocket via Getty Images
“Anti-LGBTQ violence and hatred should not be victorious in America, but it will remain so until corporate leaders act as heroes to their LGBTQ employees and consumers and do not back down to fringe activists demanding censorship,” said Sarah Kate Ellis, President and CEO from GLAAD, said in a statement. “The fact that a small group of extremists are threatening vile and harsh violence in response to Target continuing its longstanding tradition of making products for everyone should be a wake-up call to consumers and a reminder that LGBTQ People, venues, etc. events are being attacked with threats and violence like never before.”
Evans said companies that don’t take the country’s increasing diversity seriously are missing out on a huge market share.
“If you’re a brand, 10 years from now you’re going to be disappointed if you don’t know how to connect with people that maybe you haven’t really been compelled to do in the past,” he said.
Target did not respond to a request for comment.
Fox Business’ Suzanne O’Halloran contributed to this report.
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