Published on November 29, 2023, 1:06 am

In the ever-evolving marketplace, where consumer demands and preferences are paramount, businesses need to always be attentive to their audience. This speaks true in the case of Bud Light and Target, which have diverse approaches to their marketing strategies.

While Bud Light has taken a more traditional path by reverting to selling beer laced with a pinch of patriotism due to customer feedback, Target seems unfazed by past public reactions and continues with its progressive stance on diversity. It is not new information that Target faced significant backlash during Pride Month in June over its “tuck-friendly” swimwear aimed at children. Yet, it seemed apparent from the outset that one wave of discontent was far from enough to deter the retail giant from promoting a transgender-friendly agenda.

As we approach the festive season, Target seems unbothered by potential criticism from its Christian customers concerning an LGBTQIA+-focused marketing campaign for Christmas time. Given their recently announced holiday-themed merchandise line-up with pride motifs, it is clear that they have doubled down on their strategy.

Erik Thompson, who proudly identifies as “Gay Cruella” on social media platforms has been assigned as the company’s “Senior LGBTQIA+ Segmentation Strategist and Pride Lead.” Thompson’s record reveals around ten years within the organization prior to this appointment. His LinkedIn profile discloses his previous duty: “Led Target’s 2019 Pride Business & inclusivity strategy…”

Thompson’s personal stand aligns well with his professional undertaking at Target; he vehemently supports disturbing old norms and bringing forth novel changes revolving around inclusivity and acceptance for all demographics.

Despite Thompson’s optimism though, financial indicators suggest challenging times for the brand. This year saw a 14% decline in Target’s stock value amid losses amounting to billions in market capitalization value. An all-time low in quarterly sales announced back in August further complicate matters; marking a first such fall observed over six years by 5.4 percent.

Target’s CEO, Brian Cornell, acknowledged amidst a CNBC interview that the disappointing figures may have stemmed from “negative guest reaction to our pride collection.” Post this revelation, an immediate rectification strategy was put into place with instructions reaching all senior managers to minimize emphasis on transgender-themed merchandise.

However, despite these setbacks and reactive measures, Target remains undeterred in its stand leading up to the holiday season. Their Christmas range includes Pride-themed nutcrackers and a Santa Claus figurine holding a Pride flag. They have also introduced a black Santa in a wheelchair as part of their woke offerings.

Inclusivity undoubtedly remains the backbone of Target’s marketing approach. However, this leaves us questioning how well the brand manages to resonate with its Christian customers who hold Christmas traditions dear. As Erik Thompson prepares for his first festive period in his new role at Target; breaking news suggests he could potentially witness more declining sales during one of retail’s most crucial times of the year.

In an increasingly diverse and multi-faceted modern world perspective, inclusivity is undoubtedly urgent. Nevertheless, it is equally critical to balance respect for all worldviews, including those rooted in age-old traditions such as Christianity. As consumers and observers await further moves from brands like Target handling public criticism while innovating for real news updates can be both enlightening and intriguing.