Retailers and brands have been comfortably celebrating Pride Month for years now. In fact, some in the LGBTQ+ community decry “​​rainbow capitalism,” saying that too many corporations court their affection — especially in June – yet fail to provide support in meaningful ways.

Target would seem to be an exception. The retailer has a strong track record of working with and for the community on a variety of issues. This year, however, before Pride Month even began, the retailer pulled some of its celebratory merchandise and downplayed some of its displays, after people wreaked havoc and destroyed its Pride assortment at some stores.

As extremist groups work to foment anti-LGBTQ+ activity and incite the kinds of destructive protests seen at Target stores, the community and even New York’s attorney general have implored Target to reiterate its support. So far, however, the retailer has remained silent. The team discusses Target’s predicament.

Resource links:

• Are retailers afraid of being ‘woke’?
• How Target went from loud and proud — to silent
• New York AG says Target pulling Pride items was ‘wrong’