Last year, Target came out in support of LGBT rights by emphasizing its trans-inclusive bathroom policy. Anti-gay groups, who wanted trans individuals to be forced to use the restroom that matched the gender on their birth certificates, were pissed and called for a boycott.
The chain was also targeted because since 2015 it has released a line of Pride related clothing and merchandise for Gay Pride Month in June.
Although some reports indicated that Target saw a decrease in profits -- and a whopping 35 percent drop in its stock value --, the company insisted there was no real financial impact from the boycott. Target said the decline was due to increased competition from online sites like Amazon,
The chain even proudly relaunched its Pride range of clothing this month. The line includes everything from tee-shirts to swimsuits, and headphones to flip-flops.
“We’re making our message loud and clear: Target proudly stands with the LGBT community, both as a team member and team player through all that we do,” said Laysha Ward, executive vice president and chief corporate social responsibility officer.
"Despite the drastic financial blowback Target Corporation has been weathering since announcing its plan last year to allow men to enter women’s bathroom facilities, the retail giant is continuing full-speed ahead in its pursuit of LGBT social activism," whined right-wing news site WorldNetDaily.
Target CEO, Brian Cornell was unmoved by the attacks. “We took a stance, and we're going to continue to embrace our belief of diversity and inclusion and just how important that is to our company," he said. “We had a lot of tough feedback. But sitting here today, I know we made the right decision.”
Now, we are grateful for the support, we really are, but that stuff looks like it was made for a little girl, not grown-up gays.