Stepping in it…
One would think in the wake of the Bud Light marketing fiasco, corporate America would have learned a valuable lesson with respect to their customer base. Not so fast. The latest company to step in it is Target. Their latest campaign of “Pride” merchandise has outraged consumers, especially since goods and marketing banners have been positioned in the front of the stores where they can’t be missed.
Early this month, Target CEO Brian Cornell, speaking about the backlash to "woke" corporate campaigns which has caused an uproar among conservative consumers and recently embroiled brands like Bud Light, Nike, and Disney, Brian said the following.
“I think those are just good business decisions, and it’s the right thing for society, and it’s the great thing for our brand. The things we’ve done from a DEI [diversity, equity, and inclusion] standpoint, it’s adding value. It’s helping us drive sales, it’s building greater engagement with both our teams and our guests, and those are just the right things for our business today."
In an emergency call to the company Tuesday, Brian has now decided, in the wake of the uproar, to reduce the size and move the displays, relocating them in the rear of their stores. Brian has certainly changed his tune. With about 3.8% of the United States population identifying as lesbian, gay, bisexual, and transgender (LGBTQ+), building a marketing campaign catering to 3.8% doesn’t seem to be exactly a brilliant move. Why would you want to irritate a significant number of customers in the remaining 96.2% customer base?
In the media, the Swells were dumbfounded by the Bud Light backlash and questioned why anyone would find the Dylan Mulvaney ad hurtful. Once again displaying their utter demographic ignorance that the vast majority of Bud Light drinkers do not identify with the Alphabet (LGBTQ+) community. It’s a certainty that they will not understand the outrage over Target’s marketing screw-up either.
Naturally, progressive leftist Governor Gavin Newsome accused Target of “selling out the LGBTQ+ community to extremists” for pulling some of its Pride merchandise. He tweeted Tuesday night, calling the right-wing backlash a “systematic attack on the gay community.” No one should be surprised at this. Maybe he will issue an official advisory to Californians that shopping at Target stores could be hazardous to their well being.
Even major League Baseball is not exempt from making stupid marketing decisions. The Los Angeles Dodgers are catching scorn from all sides including Catholics, after it planned to honor The Sisters of Perpetual Indulgence on Pride Night. This “charity” raises money for LGBTQ+ causes and performs in drag dressed as nuns. The Dodgers then uninvited the Sisters, to the outrage of the Dodgers’ other LGBTQ+ partner groups. But then in a stunning reversal, the Dodger organization caved and reinvited them to the festivities. The Los Angeles Catholic Archdiocese has condemned the Dodger organization in the strongest terms.
The Babylon Bee, a satirical publication, reported, “In an effort to further smooth things over following the controversial decision to re-invite LGBTQ+ activist group Sisters of Perpetual Indulgence, the Los Angeles Dodgers have now summoned Satan himself to throw out the ceremonial first pitch at Pride Night. Wonder if the first pitch will be a change-up?
Catering to a miniscule segment of the general population, especially one that is somewhat controversial, is not a sound sales strategy. No group or organization should be the specific “Target” of a product advertising campaign. Instead, just let the folks, including the alphabet folks know that you sell stuff without specificity that the product caters to a lifestyle.
Putting lifestyle choices in the forefront of marketing is offensive to many when it is designed to placate the few. By the same token there is no need to condemn choices in a free society. It’s a sure bet that this controversy wouldn’t be found in less tolerant societies.
We need to respect the 96.2% as well as the 3.8%. That’s the essence of our free republic. Can you imagine this discussion in Iran, North Korea, China, or Russia?
That would be like stepping on a landmine.