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Among those companies is H&M, which introduced its first pride collection this year. Analysts say the real reason shoppers are abandoning Target is because they can find better prices and more convenience elsewhere, like Amazon en Walmart.Other big retailers have also partnered with rights groups. CEO Brian Cornwell told Fortune magazine in May that the transgender bathroom policy has nothing to do with their financial wellbeing. The debate is whether there is a correlation between those two facts.
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They invested $20 million to install single-occupancy toilets ánd saw their traffic and turnover decline for the first time in years. More than 1.4 million people signed the pledge, but Target did not back down. This was followed by an immediate reaction from the usual suspects, who demanded a boycott because Target “opened the door for sexual predators to victimize women and children”. In April they announced that they would welcome transgender customers to any bathroom and fitting room that matched their gender identity. When the controversial "Bathroom Discussion" started in 2016, Target was an early supporter - of the correct side. “It’s an insult to the overwhelming majority of their customers.” Luckily, the campaign drew the attention of the bigots: “Target is attacking traditional marriage, which is an incredibly misguided thing for them to have done,” said Chuck Darrell, spokesman for Minnesota for Marriage, a group campaigning against marriage equality.
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" I would have been more impressed if they had actually stocked all their stores with the shirts,” ad executive Tim Bennett, who specializes in marketing to the gay community, told. “This is just a continuation of that support.” Interestingly, the T-shirts were only available online through the month of June, a move which came across as somewhat half-baked to some authorities. "Target is 100 percent committed to the goal of families being respected in all communities including parents who happen to be LGBT,” Jennifer Chrisler, the council’s executive director said. Target donated $120,000 of sales proceeds to the Council. They offered a total of 10 T-shirts, including two designed by rock singer Gwen Stefani, as part of a decade-long partnership with the Family Equality Council, a Washington, D.C.-based LGBT advocacy group. The diversity of our team is an important aspect of our unique culture and our success as a company, and we did not mean to disappoint you, our team or our valued guests." He added that the retailer would more closely review any future political contributions.Īs the debate over marriage equality heated, Target followed suit by launching a charitable T-shirt line in support of gay pride: a first. "While I firmly believe that a business climate conducive to growth is critical to our future, I realize our decision affected many of you in a way I did not anticipate, and for that I am genuinely sorry. Target initially declined to publicly discuss the matter in detail, but with protests mounting, Target's chief executive, Gregg Steinhafel, wrote a letter of apology to employees, explaining that the company's political donation had been a misguided effort to foster economic growth. Target had clearly made a mistake by not checking all facts, or rather underestimating the coming to light of their donation - but the backlash was strong.
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The donation was made for the business stance of the candidate, not his social views.
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Target became the target of a boycott by LGBT in 2010, when it was discovered they had donated $150,000 to pay for TV ads supporting the gubernatorial campaign of Tom Emmer, who wanted a ban on same-sex marriage.