Maybe Target wasn’t choosing a side in the culture war or signaling its “woke” bona fides, but was in fact just trying to sell stuff. Target losses hover around $13 billion as shareholders bear brunt of woke backlash #FoxBusiness- Liz Peek June 9, 2023 Or at least it did until outraged parents got involved. Those items weren’t carried by Target, but the company did stock, as part of its Pride Month collection, a messenger bag that said “Too Queer for Here” and a sweatshirt that said “Cure Transphobia, Not Trans People” next to an image of a menacing serpent on a winged staff. Then the company was wrongly accused of promoting satanism, although it was revealed that a brand it carried, Abprallen, “also sells some occult- and satanic-themed LGBTQ+ clothing and accessories, such as popular pins and shirts featuring the phrase ‘Satan respects pronouns,’” according to The Associated Press. But the last straw seemed to be when the hip retailer introduced “tucking” swimwear aimed at transgender adults. There’s been some confusion over what exactly Target did to earn a boycott, given that Target was one of the first, and most consistent retailers, to embrace gay pride. Target could be an even bigger prize for social conservatives hoping to drive businesses away from the practice of embracing various social causes and back to the place where they simply market the stuff they sell. The boycott has been so effective that Bud Light is now being used as a verb - companies that “go woke” risk being “Bud Lighted.”
But the past two months seem to suggest the tide is turning - dramatically.īud Light, which inked a deal with transgender activist Dylan Mulvaney for a single online spot during March Madness, might now be considered brand-dead.Īfter social conservatives gave up Bud Light en masse, Anheuser-Busch is facing a “ permanent decline” of 15% in Bud Light sales, according to some analysts.
Target just had to make just one decision and around $13 billion in market value disappeared practically overnight, leaving American families (and perhaps Walmart) just a little bit richer.Ĭonservatives have been struggling to find a foothold against corporate wokeism, the injection of politics and social issues into business. Millennial mothers have been looking to cut our Target spending for years - and it turns out, it wasn’t nearly as difficult as we thought.
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