Staff Reports
Target is no stranger to controversy. But this time, it’s facing heat from 15 state attorneys general who wrote an open letter urging the retailer to “be mindful of its obligations” to the LGBTQ+ community and “double down on inclusivity, reject hate in all its forms, and stand firm in the face of intimidation and discrimination.”
The letter, co-led by Minnesota Attorney General Keith Ellison, explained that Target could leverage various state laws in “efforts to protect its staff and customers in the face of hate-based intimidation, harassment, threats, or attacks.”
The state attorneys general reminded the company that state laws exist, protecting individuals from discrimination on the basis of sexual orientation and gender identity in public places like Target stores. Although the law does not demand that particular merchandise be sold, it does necessitate the equal treatment of customers.
This public call-to-action for inclusivity was prompted by Target’s recent release of Pride month merchandise and displays, which received negative backlash in some parts of the country. Target found itself the target of a boycott campaign, forcing the company to reposition some of its displays in Southern stores.
Meanwhile, the AGs were concerned that Target’s choice to pull Pride merchandise “demonstrates that intentional violence and intimidation can set back the march for social progress and LGBTQ+ equality, which as we have noted is already under intense attack nationwide.”
They also cited “baseless and pernicious accusations that LGBTQ+ individuals seek to abuse or convert children.” The AGs further believed Target should help customers not worry about “drag queens doing provocative performances for children.”
Not mentioned in the letter was the idea that Target’s merchandising decisions might be made based on free market principles, shareholder interests, or a desire to have customers continue shopping at their stores. Furthermore, the AGs seem to be ignoring the possibility of boycotting or harm to market cap.
15 State Attorneys General Write Letter Telling Target to 'Be Mindful of Its Obligations' to LGBTQ+ Community https://t.co/dLUlC579Dk
— RedState (@RedState) June 23, 2023
Target’s business decisions should be left up to them rather than being politically motivated by government prosecution. Rather than lay blame and aim to prosecute customers, marketers should focus on understanding their audience. Being humble, as the CMO of parent company Anheuser-Busch InBev said after a transgender marketing campaign caused uproar, should be the lesson learned.
In conclusion, Target should be left to make its own business decisions without governmental pressure. The company should continue to focus on inclusivity since consumers vote with their pocketbooks. Ultimately, consumers bargain with companies that promote inclusivity – not the AGs who are seeking grandstands.
Source: Red State
