Target’s Misguided Approach to LGBTQ+ Support Under Fire
Twilight actress Rachelle Lefevre criticized Target for relocating their Pride display to the back of the store after complaints from shoppers. With emotional sincerity, Lefevre expressed her dismay in an Instagram video and called upon the billion-dollar company to do better for the LGBTQ+ community.
Lefevre’s Instagram video, posted on Thursday, revealed her disappointment in discovering Target had moved their Pride collection to the back of the store after facing a backlash from customers. Lefevre recounted her last visit to the store with her 7-year-old nonbinary child who had been excited to see the original display. The store’s actions have led the actress to deem Target an unsafe space for her child during Pride month.
Lefevre concluded her post by questioning Target’s performative allyship, arguing that if the corporation truly cared about the LGBTQ+ community, it could have hired extra security rather than giving in to the malicious wishes of problematic customers. Target has faced controversy earlier in the month for selling LGBTQ-related products that included “tuck-friendly” swimsuits and drag queen books for children, as well as merchandise from a designer seemingly promoting violence, drug use, and Satanism.
Responding to these issues, Target held an emergency meeting and opted to move its Pride collection to the rear area in retail locations in rural South Carolina, Arkansas, and Georgia. Furthermore, the company announced the removal of some Pride products from their shelves. Consequently, the store lost $9 billion in market value.
Target Must Reevaluate its Priorities for Genuine LGBTQ+ Support
Target’s decision to relocate their Pride display to the back of the store demonstrates a lack of genuine allyship and support for the LGBTQ+ community. To regain its integrity and the trust of the community, Target should reconsider its strategies and ensure its actions match its proclaimed values of inclusion and diversity.