What Happened to Target Pride 2024?
By Sassafras Lowrey
Last year Target stores became the center of a national debate about Pride. For years Target stores across the United States have had a robust collection of pride themed merchandise celebrating the LGBTQ+ community during the month of June. However last year Target’s Pride collection caught the attention of homophobic/transphobic social media influencers and politicians. The result was a backlash, a demand to boycott Targets, harassment of employees, and ultimately Target caving to homophobic/transphobic pressure and pulling the queerest merch from their stores.
What is Rainbow Washing?
The situation with Target stories is considered by many in the LGBTQ+ community to be a perfect example of “rainbow washing.” This cultural phenomenon refers to a company or brand choosing to merchandise LGBTQ+ culture by using queer symbols, rainbows, etc. without any underlying work being done to support the queer community. In these situations, a company is simply profiting off LGBTQ+ culture and not actually doing anything to uplift or support the community. Although seeing any representation of the community can feel affirming, the challenge that arises with rainbow washing is that it’s an empty promise. The company is profiting off selling symbols of our community but isn’t standing up for us socially and politically. This might look like supporting anti-LGBTQ+ politicians ornot speaking out against bills targeting the LGBTQ+ community. Or, in the case of Target stories, caving to pressures from anti-LGBTQ sentiment, instead of standing with the LGBTQ+ community.
Last Year’s Target Pride
Last year Target’s Pride collection was large, proud, and heavily designed by actual LGBTQ+ creators. There was a lot of LGBTQ+ community excitement over this collection, and unfortunately there was also a lot of cultural backlash from cisgender/heterosexual people and politicians. In some ways the 2023 Target Pride collection became a lightning rod for the cultural homophobia and transphobia we are witnessing gaining traction across the country. After being targeted for harassment, Target didn’t double down and defend their decision to stand with the queer community. Instead, Target issued statements saying that although they have been allies with the LGBTQ+ community for many years, their decision was to remove some of the pride merch. Explaining in a press statement at the time, Target said “we are making adjustments to our plans, including removing items that have been at the center of the most significant confrontational behavior.” While obviously nobody wants Target employees being harassed at work, many queer folks understandably took Target’s choice to remove Pride merchandise as a personal attack. I ran into the strange moment last year where the Pride section hadn’t yet been pulled from my local store, but when I tried to buy a coffee cup, I was initially refused the ability to buy it because I was told it was no longer in the system as a sellable item. A manager did ultimately sell me the coffee cup I wanted but told me the items weren’t really intended to be sold anymore.
This Year Target Pride
After pulling Pride merchandise last year, it wasn’t a big surprise that Target didn’t choose to stand with the queer community this year either. For Pride 2024, Target stores are going to have a smaller pride section. This year Target has also decided they will only be selling Pride merchandise in select stores. The stores where the pride merch will be available for purchase will be dictated by the stores that the Pride merch has been successful in in the past. This is problematic of course because it means that Pride items will likely only be available in areas that are already accepting, making it harder for people geographically isolated from queer communities to be able to see or easily access Pride supplies. Target however will have all their pride merchandise available online. They also intend to participate in pride festivities in Minneapolis where the company is based.
Support Queer Owned Businesses
This year many LGBTQ+ people are understandably frustrated that you can’t purchase Pride shirts, accessories and other celebratory supplies in local Targets, or the selection they have is very small. However, the good news is this is an opportunity to commit to supporting queer artists and creators. By supporting queer creators, you are supporting LGBTQ+ artists and helping them to continue creating more for the community. This pride season if you’re wanting queer stickers, shirts, jewelry or other accessories consider purchasing from independent creators in your local community, or artists on Etsy! Those independent artists and creators will appreciate your business far more than any big corporation!
About the Author
Sassafras Lowrey’s novels and nonfiction books have been honored by organizations ranging from the American Library Association to the Lambda Literary Foundation and the Dog Writers Association of America. Sassafras’ work has appeared in The New York Times, Wired, and numerous other newspapers and magazines. Sassafras has taught queer writing courses and workshops at LitReactor, the NYC Center For Fiction and at colleges, conferences, and LGBTQ youth centers across the country. You can find more of Sassafras’ written works, including an edited collection exploring LGBTQ+ youth homelessness entitled Kicked Out, at www.SassafrasLowrey.com.
