Dear John,

It seems we are seeing the limits of “Rainbow Capitalism.” Corporate behemoth Target has decided that they support the LGBTQ+ community -- but only as long as it makes money.

Over the last ten years, Target has bragged about supporting all of its customers and their rights to live free as who they are. And their “Pride Collection” has become a popular source of colorful fashions and household goods celebrating Pride Month in June.

Think T-shirts with logos such as “You Are Loved” or “Support One Another” or a pink crop top with the curvy “live, laugh, love” font that says “live, laugh, lesbian” or any other merchandise -- hats, lunch boxes, mugs, you name it -- that celebrates Pride or the LGBTQIA+ community.

But last year, right-wing extremists, including the Proud Boys and others who identify as part of Trump’s MAGA army, applied their bullying tactics against Target in various parts of the country. They tore down displays and threatened violence against store workers. They often posted videos of it on social media and tagged Target’s accounts to amp up public pressure.

Last year, Target responded by relegating the collection to a small area in the back of the store in certain parts of the country. This year, however, they withdrew the collection altogether from half its 2,000 stores.

Target’s official statement said that “guest insights and consumer research“ would determine which stores would carry the merchandise. But I can’t help but wonder what kinds of legitimate insights can be conveyed by vandalism and thuggery.

Choosing not to carry the collection in the very areas that would require courage to do so sends a message not of pride -- it sends a message of fear.  

If Target really stands up for the equality it has claimed -- and profited from -- for more than a decade, then it needs to reverse this decision immediately. Send a pre-written letter, or write your own, to Target CEO Brian Cornell and his executive staff: Don’t pander to hatred. Celebrate Pride nationwide now!

As the Pride Collection continues to be a symbol of mainstream acceptance, inclusion, and celebration, the company’s decision to hide it away from half their stores is dispiriting, regressive, and heterocentric.

If you watched my video from earlier this week or read my Substack today, then you know how much it means to me when people stand up with each other, and against bullies.

Giving in to the bullies is to give up on important principles of equality and human dignity.

Thank you, in advance, for sending your message to Target asking them to stand up to bullies.

Robert Reich
Inequality Media Civic Action