In a world where the definition of insanity is often cited as repeating the same actions and expecting different outcomes, it appears that the retail giant, Target, is yet to grasp this concept.
Despite the backlash they faced during Pride Month in June over their controversial "tuck-friendly" swimwear for children, Target continues to push the envelope, this time potentially alienating its Christian customers during the festive season.
The controversy began when Target introduced swimwear that was deemed inappropriate for children, leading to a significant drop in sales and a plummet in stock value. This resulted in lawsuits from shareholders who were understandably concerned about the company's direction. Despite these setbacks, Target has recently hired an LGBTQ activist, Erik Thompson, to spearhead their "LGBTQIA+ multicultural merchandising strategy and pride."
Thompson, who identifies as "Gay Cruella" on social media, is not a new face at Target. He has been with the company for approximately a decade before assuming his new role as the "Senior LGBTQIA+ Segmentation Strategist and Pride Lead." His LinkedIn profile, which has since been removed, revealed that Target has been targeting the LGBT market for some time.
Thompson's bio stated, "Led Targets 2019 Pride Business & inclusivity strategy to better serve our guests through diverse and inclusive collection offering, & remain as a loyal industry-leading leader within total Pride+ market, establishing brand love and credibility for total Target."
Thompson's personal agenda, which aligns with Target's, is evident in his social media posts. One such post read, I Want to Make Art, Artie. And I Want to Make Trouble," tagging "Target Corporate Headquarters." Another post stated, Time to whip out the Glitter & Hellfire flamethrowers and rip that old world to shreds darlings. Lets flip that script and rewrite that narrative. This time for ~ALL Guests, ALL Humans & ALL Hearts.
However, Thompson's vision may not align with the company's financial goals. In August, Target reported a 5.4 percent drop in quarterly sales, the first in six years. Vice President John Hulbert attributed the decline to a 120 percent increase in theft in Target stores during the first five months of 2023. However, Target's CEO Brian Cornell admitted during a CNBC interview that there may have been a "negative guest reaction to our pride collection."
Following the drop in stock prices, Cornell reportedly made "emergency" phone calls, instructing senior managers to reduce the amount of transgender merchandise. Despite this, Target has continued to push the envelope this Christmas season, introducing Pride-themed nutcrackers and a Santa Claus statuette holding a Pride flag with a T-shirt that reads, "Love is Love." Among the more subdued items is a black Santa in a wheelchair.
While Target claims to want every customer to feel welcome, one must question whether this includes Christians and those who take the Christmas holiday season and its message seriously. Thompson's Christmas gift to Target may just be a further decline in sales during the busiest time of the year. As the saying goes, "Happy Holidays" Target.
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