The Backroom: Target's Silence During Pride Month
For years, retailers and brands have been happy to celebrate Pride Month, but this year Target removed some celebratory merchandise before Pride Month began and displayed it discreetly, after Pride collection items at some stores were vandalized. Despite calls from the community and the New York State Attorney General for Target to reaffirm its support, the retailer has remained silent. The Backroom team discusses Target's dilemma in this episode.
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For years, retailers and brands have comfortably celebrated Pride Month. In fact, some in the LGBTQ+ community have denounced "rainbow capitalism," saying too many companies—especially in June—pander to them without providing support in meaningful ways.
Target seemed to be an exception. The retailer has a strong track record of working with and serving the community on many issues. This year, however, before Pride Month even began, the retailer pulled some celebratory items and downplayed some displays after Pride collections in some stores were vandalized and disrupted.
As extremist groups foment anti-LGBTQ+ activity and stir up the kind of disruptive protests seen at Target stores, the community—and even New York's attorney general—have pleaded with Target to reaffirm its support. But so far, the retailer has remained silent. The team discusses Target's dilemma.
Retail Dive · Target’s silent Pride Month
Resource links
- Are retailers afraid of being "woke"?
- How Target went from loud and proud to silent
- New York attorney general says Target's removal of Pride items was "wrong"
Editor's note: This episode was produced and edited by Caroline Jansen.