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Target Faces Renewed Backlash and Praise as Pride Month Approaches Amid Corporate Pullbacks
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In recent years, Target has been at the forefront of major U.S. retailers embracing LGBTQ+ inclusion, particularly during Pride Month. The company’s Pride collections, partnerships, and store displays have been widely publicized, earning both accolades from LGBTQ+ advocacy groups and criticism from some consumer segments. In 2024, Target faced a wave of backlash for its Pride merchandise, leading to threats against employees and the removal of some items from stores—a move that drew sharp criticism from LGBTQ+ advocacy organizations for capitulating to anti-LGBTQ+ pressure.
As Pride Month 2025 approached, Target’s involvement in external LGBTQ+ events became a focal point. Notably, Minneapolis’ Twin Cities Pride organization rejected sponsorship dollars from Target, citing the retailer’s perceived inconsistency and its rollbacks on diversity, equity, and inclusion (DEI) initiatives. The move by Twin Cities Pride was seen as both a rebuke of “wishy-washy support” and a demand for more authentic corporate allyship.
Target’s experience is emblematic of a much larger trend within corporate America. According to research cited by Axios, 39% of corporations are scaling back their external Pride Month engagements in 2025, a sharp increase from only 9% the previous year. This retreat is attributed to mounting political pressure against DEI initiatives, as well as concerns over consumer boycotts and reputational risks
Community and Public Response: Backlash and Praise
Target’s shifting approach has generated a mixed response. Some LGBTQ+ advocates and community members have expressed disappointment, arguing that reducing visible support during Pride Month undermines the authenticity of the retailer’s allyship. Twin Cities Pride’s decision to reject Target’s sponsorship was widely covered as a statement against performative gestures, with organizers emphasizing the need for consistent and meaningful corporate support.
On the other hand, some consumer groups and critics of DEI programs have praised Target’s more cautious approach, viewing it as a positive response to what they consider over-politicization of retail and brand messaging. This echoes broader sentiments among certain consumer segments who have called for companies to “stay out of politics” and focus on traditional business practices.
Target is not alone in facing this dilemma. Major brands such as Mastercard, Citi, Pepsi, and Nissan have also scaled back sponsorships for Pride events in 2025, reflecting a significant shift from previous years. Internal voices within Target and other corporations note that employees and consumers are increasingly attentive to the consistency and authenticity of a company’s values, particularly around social issues.
Ben Finzel, president of the communications firm RENEWPR, remarked, “It’s about consistency in message and action. This is not about being popular or being performative, it’s about being focused on what is core to the business and its key stakeholders.”
The Human Rights Campaign’s 2025 Corporate Equality Index underscores the stakes for major companies: LGBTQ+ workers are still seeking inclusive environments, and a significant portion are willing to leave jobs if they feel unsupported. The ongoing debate over corporate LGBTQ+ inclusion reveals the challenges companies face in balancing stakeholder expectations, brand reputation, and authentic advocacy.
Broader Implications
For many in the LGBTQ+ community, the visibility and support from major corporations during Pride Month serve as both a signal of inclusion and a resource for broader acceptance. The backlash to Target’s 2024 campaign and the subsequent scaling back in 2025 have raised questions within the community about the sincerity and durability of corporate allyship. At the same time, praise from some quarters for a less political approach signals a growing divide in public opinion on how—and whether—businesses should engage with LGBTQ+ issues.
Ultimately, Target’s experience illustrates the evolving landscape for LGBTQ+ inclusion in the corporate sector. As Pride Month 2025 unfolds, the actions of companies like Target will continue to be scrutinized by employees, consumers, and advocates alike, shaping the future of corporate allyship in an increasingly polarized environment.
