Target ends year of boycotts with good news

Target

...

Matthew Impelli

By Matthew Impelli

Life & Trends Reporter

See more of our trusted coverage when you search.Prefer Newsweek on Googleto see more of our trusted coverage when you search.

Over the past year, many companies and organizations faced criticism and calls for boycotts, such as Target, prompting some to question how the retail store handled these issues.

In May, many conservatives called for a boycott against Target following the release of their 2023 Pride Season collection. Criticism against Target stemmed from some of their Pride Season products, which promoted the LGBTQ+ community. Other conservatives also claimed that Target was selling "tuck-friendly" swimsuits for children, but it was later reported that these products were only sold for adults.

Shortly after criticism and calls to boycott the company, Target issued a statement announcing the removal of some of its Pride Collection products. "Since introducing this year's collection, we've experienced threats impacting our team members' sense of safety and well-being while at work. Given these volatile circumstances, we are making adjustments to our plans, including removing items that have been at the center of the most significant confrontational behavior. Our focus now is on moving forward with our continuing commitment to the LGBTQIA+ community and standing with them as we celebrate Pride Month and throughout the year," the company said.

Amazon Prime Video Ad Plan Prompts Backlash, Boycott Calls4 min read

Bud Light’s Miserable Year Just Got Even Worse3 min read

RNC Made Multiple Purchases From Target During Boycott, Finances Reveal3 min read

Target

...

In addition to the boycott over Target's Pride Collection, some conservatives criticized the store last month over Christmas decorations being sold that featured an LGBTQ+ Pride flag and Santa decorations of different ethnicities.

Stock price data shows that Target's share prices declined in May and June shortly after the boycott began. However, in the past six months, Target's share price has increased by 7.46 percent.

In late September, Target's share price was listed at around $109, but it then fell in October to $105. However, from November 14 to November 15, the share price jumped from $110 to $130. Since mid-November, the share price has continued to increase, with the most recent number listed at $142.

Despite the recent uptick in Target's share price, the company's CEO Brian Cornell spoke about the boycotts in August and how they impacted sales. During a call with investors, Cornell said that Target's second quarter saw a 4.9 percent decline in total revenue when compared to last year.

Cornell said that the "negative guest reaction to our Pride collection" played a part in the decline in revenue and sales, as well as inflation.

In May, Brad Horn, a public relations professor at Syracuse University's Newhouse School of Public Communications, spoke to Newsweek about the boycotts against Target and other brands like Bud Light and said, "We're seeing challenges to everyday corporate decisions of product, placement and promotion at an intensity we've never seen before in our consumer landscape, specifically through activist social media efforts."

"The best course of action in navigating consumer boycotts remains to hold true to the organization's values by making decisions that take into clear account the considerations, consequences and obligations of that organization's purpose," Horn previously told Newsweek. "If those values come under attack, the organization must immediately seek the opinions of those stakeholders who matter the most to the brand, then not be afraid to go on the counter-offensive to protect the rights, values and beliefs that matter most to the organization."

Read More