In a recent interview, Target’s CEO, Brian Cornell, has defended the company’s decision to remove Pride merchandise from its stores back in May. This move came in the wake of aggressive actions by right-wing extremists, who targeted some stores with acts of vandalism and harassment against employees. Cornell cited “serious safety threats,” including threats to “light products on fire,” as the primary reason behind the controversial decision.
Prioritizing Employee Safety Amidst Backlash
Cornell explained that while he understood the decision would not be well-received by the LGBTQ+ community and its allies, it was made with the safety of Target’s employees in mind. He emphasized that this was the first time during his tenure as CEO that he had witnessed store team members expressing concerns about their safety while coming to work.
“I’ve seen natural disasters, we’ve seen the impact of Covid leading into the pandemic, some of the violence that took place after George Floyd’s murder,” Cornell stated. “But I will tell you… what I saw back in May is the first time since I’ve been in this job where I had store team members saying ‘it’s not safe to come to work’.”
Reevaluating Target’s Approach to LGBTQ+ Support
In the aftermath of this controversy, Target announced its intention to reconsider how it supports LGBTQ+ causes. The company’s profits had declined by 5.4% in the previous three months, partially attributing it to a post-Covid spending shift. Despite this, Cornell reiterated Target’s commitment to celebrating Pride and other heritage moments as part of their dedication to supporting diverse teams and guests.
However, Cornell emphasized that in the face of an ever-changing operating and social environment, Target would apply lessons learned to ensure they align closely with their customers’ expectations.
Artists Speak Out Against Backlash
LGBTQ+ artists who had collaborated with Target in creating Pride merchandise criticized the company for what they perceived as caving in to right-wing demands. Erik C, one of the queer artists commissioned to design Pride items, expressed his excitement about the collaboration but noted that his designs were quickly “review bombed by conservatives giving it one-star reviews.”
The controversy surrounding the removal of Pride merchandise at Target highlights the challenges faced by corporations when balancing their commitments to LGBTQ+ inclusion with concerns about safety in a polarized social climate. Target’s decision continues to stir debate within the LGBTQ+ community and beyond.