Target to reduce number of stores carrying Pride-themed merchandise after last year’s backlash

Police officers stand outside of a Target store as a group of people across the street protest against Pride displays in the store on June 1, 2023, in Miami. Target confirmed that it won't be carrying its LGBTQ+ merchandise for Pride month in June, 2024, in some stores after the discount retailer received backlash last year for its assortment.

The head of the Human Rights Campaign, a U.S. LGBTQ advocacy group, said Target's decision was disappointing and risks alienating LGBTQ+ individuals and allies at the risk of not only profits, but also their values. “Pride merchandise means something," Human Rights Campaign President Kelley Robinson said. ”LGBTQ+ people are in every zip code in this country, and we aren’t going anywhere."

Target's latest moves are just another example of how companies are struggling to cater to different groups of customers at a time of extreme cultural divides, particularly around transgender rights. Last year, beer brand Bud Light got a negative response from customers angered by its attempt toTarget, based in Minnesota, and other retailers such as Walmart and H&M, expanded their Pride Month offerings a decade ago or longer.

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