Advice to retailers: stick to retailing. Enter not into social justice causes of the ca-ca kind. Becuase Target’s foray into where one should and shouldn’t wee-wee has cost them (see Target Suffers MAJOR Drop in Shares After Transgender Bathroom Policy and Target to Spend MILLIONS On Bathroom Changes in Response to Boycott). However, after reading this, it apparently cost the company more than anyone expected. Sit down, everyone. Prepare to be entertained.
The blog post, published in April 2016, publicized a policy that said transgender customers were welcome to use the bathroom or fitting room that matched their gender identity.
“Everyone deserves to feel like they belong,” the post said. “And you’ll always be accepted, respected and welcomed at Target.”
Target CEO Brian Cornell never approved the post and found out about it only after it was published, according to The Wall Street Journal.
He later told colleagues that he wouldn’t have approved the decision to “flaunt” the policy and that the backlash was “self-inflicted,” The Journal reported.
The boycott cost the company millions in lost sales and added expenses. Shopper traffic and same-store sales started sliding for the first time in years after the blog post, and the company was forced to spend $20 million installing single-occupancy bathrooms in all its stores to give critics of the policy more privacy.
Take a knee, Target, lemme ‘splain the problem to you. Y’all decided by engaging in public debate, you wanted to appeal to uptight white liberals…who would never be caught dead shopping in Target. Think if Cracker Barrel decided to go vegetarian to humor PETA. That’s basically what you guys did. So in order to appear “woke” and “caring” to all the social justice elites who have personal shoppers doing their bidding, you aleianted much of your customer-base. I’m not sure what the business terminology for this is, but in regular speak it’s known as “stupid.” Or “biting the hand that feeds you.” Because it’s not like Target is the one and only major retailer out there. I can sit on my ass on the couch and order whatever the heck I want from my phone, via Amazon. Pants not required, just saying.
Secondly, and here’s what tickles me, boycotts are usually all scream and no action. The Boycott Target movement proved the exception to the rule. Turns out a lot of Americans would rather just pee with their own gender, and shop without having to worry about other weirdos who want to pee with them. Seems reasonable, no?
Also, this stuff: