Target is reportedly doubling down on its progressive policies following a months-long boycott over pride merchandise which led to the loss of billions in company value.
The superstore chain has reportedly promoted Erik Thompson, a Target employee who uses the moniker GayCruella on Instagram, to the position of Senior LGBTQIA+ Segmentation Strategist and Pride Lead. This move comes on the heels of the months-long boycott organized against Target in response to the store’s embrace of Pride Month with eccentric merchandise and collaborations with brands which openly endorsed satanism.
Thompson announced the new role in a post shared to Instagram, writing, “Honored to get to start a new body of work and lead Target’s LGBTQIA+ multicultural merchandising strategy and Pride businesses for the company and the LGBTQIA+ & Allied communities across the the [sic] nation.” He also wrote that it is “Time to whip out the Glitter & Hellfire flamethrowers and rip that old world to shreds darlings.”
“Let’s flip that script and rewrite that narrative. This time for ~ALL Guests, ALL Humans & ALL Hearts,” Thompson added.
Thompson defines himself on LinkedIn as an “Inclusivity Warrior & Industry Disruptor” who is “On a mission to lead in the effort of working to flip the script and rewrite the narrative of CPG retail industries.” His profile shows him working with Target since 2014, and leading the store’s 2019 Pride business and “inclusivity strategy.”
Target’s most recent Pride Month celebration led to a nearly $14 billion loss in market value and the first quarterly sales drop the store experienced in 6 years. Pride merchandise in previous years has become more egregious, featuring chest “binders” for young females who identify as males, and “tucking” swimsuits for men who identify as women.
The company resorted to moving its Pride merchandise to less trafficked areas in stores to appease boycotting customers; however recent reports reveal that Target has not abandoned its progressive marketing strategy. Target stores have begun setting up Christmas decor and several shoppers have shared images of Santa Claus wearing a “Love is Love” t-shirt and carrying a Pride flag, as well as a rainbow themed Nutcracker and Pride tree ornaments.
