The retailer is merchandising the gay agenda for the second year in a row, with rainbow-adorned shirts, pants, shorts, swim trunks, iPhone cases, and other items honoring Gay “Pride Month” in June.
Target has repeatedly been threatened with boycotts from anti-gay and anti-transgender groups over its support for the LGBTQ community in recent years.
In 2014, the retailer publicly endorsed marriage equality. The following year, it announced it was ending gender-based signs in certain areas of its stores — like the toy aisles and entertainment sections — that needlessly assigned genders to products.
Last spring (after taking some heat
This year’s #TakePride campaign is especially notable in the face of that backlash.
“We’re making our message loud and clear: Target proudly stands with the LGBT community,” Laysha Ward, the company’s executive vice president and chief corporate social responsibility officer, said on the #TakePride web page.