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Can Target ever hit the mark? As we roll into a new year, we’re talking again about the corporation’s misguided attempts to cater blindly to the LGBTQ crowd.

News broke Thursday night, with Target announcing its ‘Plans for Pride 2024’ – chock full of initiatives intended to honor gay pride, all setting sail in June. On the list were educational events, local celebrations, distinctly gay merchandise, support of openly gay organizations, and a major showcasing of gay brands across Target locations. Seems Target wants to color every corner with a memorably vibrant spectrum… and not merely for a few summer weeks, but throughout all of 2024.

The company rationalizes this decisively queer agenda by asserting a drive for inclusivity. They say, “At Target, we know our business thrives when we create experiences that foster a sense of belonging. That’s why we support and celebrate the LGBTQIA+ community.”

Some of the company’s methods of celebration include hosting internal events for team members, joining Pride parades in their homeland, Minneapolis, and around the nation, rolling out a range of LGBTQIA+ themed merchandise, and extending unending support towards gay organizations such as the Human Rights Campaign and Family Equality.

This corporate behavior isn’t surprising, given Target’s long-standing laughter in the face of tradition. The firm’s promotion of ‘woke’ culture outweighs its concern for customer preferences. This was apparent during the past Easter, where the central message of Jesus’ resurrection was swapped for blooming flowers, bunnies, and eggs. Sadly, the same trend repeated during Christmas when Target’s decorations were more about Nutcracker and Santa getting a pride makeover than celebrating the season’s true spirit.

Interestingly, though, this radical move towards ultra-progressive practices hasn’t met with the anticipated response. Last year’s Q2 financial results pointed at a significant 5.4% dip in Target’s earnings compared to the previous year. It was the first time in six years the company witnessed a decline in quarterly revenue. After these financial downfalls, you would expect them to rethink and adjust their strategy. The recent plans, however, confirm that nothing has changed and they persist with the same failed formula.

My decision? I’ll steer clear of your rainbow laden aisles this summer, Target, and every day beyond. And my advice to y’all? Let’s put our hard-earned money in places where our values are equally valued.

And before I sign off, here’s a little scoop from the Twitterverse – a bizarre conversation on The View about Trump’s skin color! Another day in a wacky, politically polarized world folks!

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