Target Faces Backlash from All Sides Over Pride Merch and DEI Shift
Target has reportedly removed nearly all its Pride merchandise from store shelves, relegating it to online-only sales, a move interpreted as the retail giant having “had enough” of “woke nonsense,” “bullying tactics,” and “negative repercussions”. This decision appears to be a direct response to pushing “normal, accepting people too far” with items such as “tuck friendly swimsuits” and products “targeting kids,” which spurred significant pushback from everyday consumers.
Adding to Target’s woes, this year’s Pride collection, which the company knew would be “under a microscope,” was marred by a glaring error: many clothing items were shipped with placeholder text, or “Lorem Ipsum,” on their hang tags instead of proper product information. Photos shared by self-identified employees show gibberish like “tinscident ut lorum ips Ipsum” on tags for items like adult athletic pants and woven tops. This “very sloppy” mistake for a “meaningful and significant” product range led to widespread derision, with shoppers calling it “tonedeaf” and joking that “Laura Mipum is actually my drag name”. While such errors can occur, a retail expert noted it “clearly slipped through a lot of nets”.
The controversies have hit Target’s bottom line hard. “Right-wing anger” over the Pride merchandise initially triggered profit problems, with sales dropping 5.4% in one quarter. The company’s share price has since slumped by nearly 30%, and foot traffic is sharply down due to ongoing boycotts.
In January, Target further fueled customer division by cancelling a three-year program aimed at diversifying its leadership team. This decision was meant to “ditch its diversity inclusion programs” and has angered “liberal shoppers,” spawning a new wave of boycotts from the left, leading to another 2.8% fall in sales the following quarter. The company’s former programs included goals to recruit diverse suppliers, such as those with disabilities, veterans, women, and members of the LGBTQ community. Employees are now concerned that the consistent drop in profits and negative headlines could lead to job losses and store closures.
Despite the internal changes, critics from the “woke media” are still “melting down,” accusing Target of “bleakly invisible Pride Month fashions”. They mock the retailer’s more subtle approach, with a Pride hoodie using text like “out in proud” strategically chosen to evoke the Pride flag “without being quiet or without quite being them,” and a scarf so vague it could describe being gay or a gardener. These critics argue that Target’s current Pride offerings are “not gay enough,” “not offensive enough,” “not annoying enough,” or “not loud enough”. However, this subtle approach is seen by some as a smart move, recognizing a “general fatigue that Americans have about pride,” and that “those who know will know”.
In a dramatic escalation, Target has been banned from participating in the Minneapolis Pride Parade, a major Twin Cities Pride event it has long supported. The parade organization announced the ban on social media, citing Target’s decision to end its DEI policies as the “breaking point”. This means Twin Cities Pride will lose Target’s $55,000 in funding, a move the parade organization paradoxically announced while immediately demanding money from other sources.
