Target Faces Controversy: Appointment of ‘Gaycruella’ LGBTQIA+ Strategist Amid Sales Decline and Backlash Over Pride-Themed Products; Target Shuns Christian Shoppers

The recent appointment of Erik Thompson, also known as “gaycruella,” as Target’s Senior LGBTQIA+ Segmentation Strategist and Pride Lead has sparked controversy in the wake of the company’s consecutive negative sales reports. Thompson shared his new role on Instagram, expressing his eagerness to contribute to reshaping the narrative of Target to cater to all consumers. Despite his enthusiasm, a comment on the post raised concerns about the potential impact on Target’s sales, to which Thompson responded affirmatively, stating that he would indeed make sales tank. Thompson’s LinkedIn profile reveals his history with Target, having been part of the company since 2014 in various roles, and he officially assumed his new position in November 2023.

Target’s recent sales decline, with a 4.9% drop in the third quarter following a 5.4% decline in the second quarter, is attributed to backlash against its Pride-themed products, especially those targeting children. The products included transgender “tuck” swimsuits and LGBTQ-themed books, sparking criticism and leading to negative consumer sentiments. Target CEO Brian Cornell acknowledged the challenging sales trends during the third-quarter earnings report, emphasizing the company’s commitment to regaining growth.

The controversy surrounding Target intensified with the recent revelation of Pride-themed nutcrackers and disabled Santa ornaments for sale. End Wokeness, an online account, shared images of a black Santa Claus in a wheelchair and a Pride nutcracker adorned with LGBTQIA+ symbols, both available on Target’s website. These additions further fueled the debate on the appropriateness of such products and their potential impact on the company’s image and sales.

Target’s decision to appoint Erik Thompson to a prominent LGBTQIA+ role comes amid a challenging period marked by consecutive sales declines and backlash against its Pride-themed merchandise. The controversy surrounding these products and recent additions like Pride-themed nutcrackers and disabled Santa ornaments adds to the scrutiny the company faces.

Remember when @Target sold tucking swimwear for kids and their sales dropped, stock plunged, and they were sued by shareholders?

Apparently they didn’t learn their lesson cuz they just hired an LGBTQ activist to lead their “LGBTQIA+ multicultural merchandising strategy and pride… pic.twitter.com/wDZW7hshKi

— Libs of TikTok (@libsoftiktok) November 15, 2023

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Target Shuns Christian Shoppers

By Todd Starnes. Although Target faced Pride Month merchandise boycotts, a lawsuit and a 10% decline in its stock following this year’s controversial collection, the retailer appears to be doubling down on its commitment to this market.

Target has promoted Erik Thompson to Senior LGBTQIA+ Strategist and Pride Lead, according to a @LibsofTikTok post on X and Thompson’s LinkedIn profile.

In his new role overseeing Target’s lesbian, gay, bisexual, transgender, intersex, queer/questioning, intersex, and asexual marketing, Thompson says he plans to “flip the script and rewrite the narrative of CPG [consumer packaged goods] retail industries to better serve all segments and thoughtfully & authentically cater to *ALL guests, ALL humans & ALL hearts* who enter our stores and across the nation.”

Thompson has been with Target since 2016 and was previously a buyer for four years in its beauty and cosmetics division. Before that, he was an associate buyer between 2016 and 2019 of men’s sportswear. (Read more from “Target Shuns Christian Shoppers” HERE)

Photo credit: Flickr

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