22 May 2016

Target Continue To Suffer The Backlash

Target Suffers
There's a bitter lesson for businesses who allows transgender to use the bathroom of their choice: profit will decrease ... fast. One good example of this is the supermarket retailer Target, which is facing a nationwide backlash for its support of transgender rights.

More than 1.2 million people have signed a pledge to boycott the retailer after it announced last April that it would welcome transgender customers to use any bathroom or fitting room that matches their gender identity.

Critics have been holding protests and demonstrations at stores across the country, and they are showing no signs of dying down. Many are demanding access to bathrooms of the opposite sex to support claims that "perverts" can now prey on children and women as a result of the policy.

The boycotters' goal is to force Target to reverse its policy, or at least make the retailer suffer for it by spending their money elsewhere.

But Target CEO Brian Cornell dug in his heels on the issue a few days ago, saying Target won't reverse its stance.

"We took a stance and we are going to continue to embrace our belief of diversity and inclusion," Cornell said on CNBC. Does this mean buying from countries with the lowest rating in human rights index like China? Probably not.

Sales may drop for at least short period, according to YouGov BrandIndex, a firm that measures consumer perceptions of major brands on a daily basis. There are not studies yet available about the long-term effects, but it is probably worse.

Before the boycott, 42 percent of consumers considered buying from Target the next time they shop at a department store. In the last couple weeks, that share has fallen to 36 percent, according to YouGov data provided to Business Insider.

Consumer perception of the brand has also dropped sharply. It's at its lowest point in two years.