How Target Lost Its Nerve — and Then Lost Its Business

How Target lost its nerve — and then lost its business

A mural by Philipo Dyauli, depicting among other scenes one of the fist sculptures at George Floyd Square, stands behind carts at a Target on Lake Street in Minneapolis Thursday, March 26, 2026. The company seems to have retreated from the values the mural represents. (Photo by Nicole Neri/Minnesota Reformer)In May 2023, I received a surprise phone call from a top Target executive. It was after the close of business, so I knew it was serious. “I…

How Target lost its nerve — and then lost its business

In May 2023, I received a surprise phone call from a top Target executive. It was after the close of business, so I knew it was serious.“I wanted to give you a heads up,” the executive said. “Tomorrow, we will be announcing that we will be pulling from Target stores some items from our annual LGBTQ+ Pride collection.”Target, the official said, had been receiving threats from people who objected to the merchandise. Right-wing groups especially ob…