Social Reaction On Target’s Gender Neutral Bathroom Policy Skews Negative
Social mentions of Target stores across social channels spiked to a two year high in late April as the retailer’s policy on gender neutral bathrooms caused a large social reaction. Since the announcement of the company’s gender neutral bathroom policy, the percentage of social conversations with negative sentiment towards the brand has increased five fold yet are still outnumbered by positive brand mentions. Of those conversations specific to Target’s bathroom policy, 70% reflect a negative sentiment. Threat of an expanding boycott seems to have blown over as the frequency in which the word “boycott” is used with the word “Target” has fallen 90% from it’s peak on April 24, 2016.