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Target hits the LGBT market, with much-improved aim

Some praise retailer for Pride month support; others want local commitment

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Target, gay news, Washington Blade
A Target contingent in D.C.’s Capital Pride parade. (Photo courtesy Target)

Fifty years after Stonewall, LGBT people who listen to a song, stream a series, or read a book have more positive images to draw upon than ever before.

But where are our faces in the ads that sell us those things—or, for that matter, pretty much everything? Rarely seen is the same-sex couple sizing up choices at a car dealership, passing around a tube of toothpaste during their morning routine, or sharing a smooch as anniversary rings are exchanged.

“There’s just a very small group of companies that make an effort to educate themselves, and to progress… to show us as we are, or appeal directly to the LGBT consumer,” says Todd Evans, of Rivendell Media.

As Rivendell’s president and CEO, it’s Evans’ job to place advertisements for the National LGBT Media Association. (This publication is among its members.)

Absolut Vodka and Wells Fargo, Evans notes, are on the short list of high-profile corporations that market to the LGBT community with creative content that depicts lives being lived in something other than heterosexual accordance.

Include Target on that list, says Evans, who points to the general merchandise retailer as an example of a company committed to LGBT-specific marketing and products.

“This is a group that has wanted to educate themselves,” says Evans, recalling, “years ago, Target faced a boycott for [indirectly] donating to an anti-LGBT politician. They rose to the occasion by not only stopping that, but becoming LGBT-friendly.”

In July 2010, Target became a, well, target of backlash, after donating $150,000 to MN Forward, a group that proclaimed to function as a champion of Minnesota’s economy, but also funded campaign ads for Tom Emmer—the Republican candidate for governor who, The Minnesota Independent reported, “authored a constitutional amendment to prohibit same-sex marriage and civil unions” in 2007, while a member of the Minnesota House of Representatives.

As reported by Minnesota’s MPR News in an Aug. 20, 2010 article, Gregg Steinhafel, CEO of Target (whose headquarters is located in Minneapolis), apologized for the financial contribution—but only after, MPR noted, “Democrats, gay rights groups and others called for a boycott of the company.”

Steinhafel’s Aug. 5, 2010 letter to Target employees asserted the company’s commitment to “fostering an environment that supports and respects the rights and beliefs of all individuals,” and pledged to bring together “a group of companies and partner organizations for a dialogue focused on diversity and inclusion in the workplace, including GLBT issues.”

Making good on that diversity pledge, ironically, raised the hackles of the anti-LGBT American Family Association, which has been boycotting Target since April 2016 for, it alleges, endangering “women and children by allowing men to frequent women’s facilities”—a dog whistle reference to Target’s policy allowing transgender people to use changing rooms and bathrooms in accordance with their identity.

Whether the product of public embarrassment, genuine enlightenment or a little bit of both, Target, says Evans, “went from the verge of a boycott” during its MN Forward days “to really embracing their LGBT customers, and speaking directly to them.”

Target got its feet wet with 2012-2016 ads in Out magazine and The Advocate, then, in 2017, Evans said the retailer “expanded those national buys to a number of local markets, including Dallas, New York City, Miami, Boston, Orlando, Salt Lake City, and Denver. They also started carrying Pride merchandise every June, which shows they really educated themselves about the market, and the best way to reach it.”

One series of ads featured individuals of, Evans notes, “every shape and color. It really speaks to Pride itself, and being accepted. They even end it with the hashtag ‘takepride.’ I don’t think you can ask for anything better.”

Danielle Schumann, Corporate Public Relations Lead at Target, declined numerous requests for an interview, instead referring this reporter to links within the corporate.target.com destination.

Therein, Caroline Wagna, Target VP and Chief Culture, Diversity & Inclusion Officer, proclaims, “In order to continue to be a place where people want to come and spend their money, we have to be connected to who our potential customers are across the board, and in order to stay relevant as a business, we have to be sure our guests are seeing experiences, products, and services that reflect who they are.”

This year, corporate.target.com notes, Pride month was observed in the form of more than 90 Pride-themed items created by working “closely with Target’s Pride Business Council—an HQ-based team member resource group—to create an assortment that is inclusive.” Those items were made available in 350 of Target’s 1,868 U.S. stores.

A perfect score of 100 on the Human Rights Campaign’s 2019 Corporate Equality Index and “presenting partnership” status with GLAAD’s Spirit Day—described by the Gay & Lesbian Alliance Against Defamation as “the world’s largest and most visible LGBTQ anti-bullying-campaign”— are among demonstrations of solidarity touted by Target, which also made a $100,000 Pride month contribution to GLSEN (the Gay, Lesbian and Straight Education Network), and said that in 2019, Target team members would “be on tap to volunteer at more than 30 Pride events across the country, including this year’s World Pride in New York City.”

In a case of funding Peter by shortchanging Paul, Evans notes, “This year, Target didn’t advertise at all” with the print publications he represents—a stark departure from their Pride month advertising of the past. “But I did notice they were a World Pride Stonewall 50 Platinum sponsor. I think this year, a lot of people’s budgets went to that.”

Attempts to engage Target on the local level have been unsuccessful, says Mark Segal, publisher of the Philadelphia Gay News, a member of the National LGBT Media Association.

“We’ve reached out to them on numerous occasions, and the response has been zero,” says Segal. “They have a store very close to the gayborhood here. I also see them advertising in neighborhood and community newspapers in Philadelphia, so you could say they are, at the very least, ignoring our community.”

Community engagement, says Segal, pays dividends. “Various companies in the Philadelphia area that advertise with us and make their presence known feel the strength of the LGBT market coming into their doors,” he notes. “We hear this by their reps calling us and telling us that, or about a congratulatory letter written from an LGBT customer.”

Less impressive was the response to the outreach of PGN senior advertising media consultant Joe Bean, who has 23 years of experience in media sales and says he’s “used to going for big accounts.” Bean noticed the then-new local Target was placing recruitment ads in “all the other papers similar to ours in circulation,” including the local Spanish language publication.

“I kept calling and calling,” Bean recalls. “I got to the person who had jurisdiction over recruitment, who didn’t have to go through corporate in Minneapolis. But my efforts fell on deaf ears. They should be encompassing everyone, especially in a city like Philadelphia, which has a large LGBTQ footprint.”

For Evans, despite gains, “There is a lot of misinformation out there,” on the part of corporate buyers.

“The media habits of other niche markets differ drastically than that of the LGBT shopper, yet many corporations are using the same formula,” says Evans. “Digital is king in Hispanic media, and for the African-American market, it’s mobile. LGBTs, we use our phones for breaking news and for finding Mr. Right or Mr. Right now, but almost all digital and editorial news content comes from the print product. Face it. There is no Telemundo for the gays. There is no CNN for our people. They go local. It’s all about trust.”

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Real Estate

The financial realities facing LGBTQ+ first-time buyers

Beyond affordability: credit, support systems, and trust

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For many first-time buyers, the conversation starts with affordability but that only represents part of the picture. (Photo by karenroach/Bigstock)

For many first-time buyers, the conversation starts with affordability: home prices, interest rates, monthly payments, and the down payment. Yet these initial figures represent only part of the picture. For LGBTQ+ first-time buyers, credit history, access to financial support, household structure, and whether the professionals involved feel trustworthy can also shape the path to homeownership. While these hurdles affect various demographics and show up differently for everyone, they often create friction long before an offer is submitted.

Affordability Is Only the First Filter 

A buyer may be able to handle a monthly mortgage payment and still struggle to qualify for the loan they expected. Loan approval hinges on a holistic review that goes far beyond basic income. Lenders generally consider credit history, debt obligations, available cash, employment and income documentation, and the buyer’s overall financial profile. That distinction matters for first-time buyers who have spent years paying rent successfully but have a limited credit file, uneven credit history, student loan balances, or other debt. Even renters with flawless track records of managing monthly payments can run into unexpected hurdles when a lender applies standard underwriting criteria. Early preparation can help. By auditing credit reports, resolving discrepancies, tackling existing debt, accumulating savings, and engaging early with a certified loan officer, buyers can catch and fix vulnerabilities before they derail a deal.

Support Systems Can Change What Is Possible 

Homebuying advice often assumes that first-time buyers have access to a familiar financial safety net: parents who can help with a down payment, relatives who can provide a gift, or family members who can explain the process because they have purchased homes before. That support is not universal. Some LGBTQ+ buyers have strong financial and emotional support from their families of origin. Others turn to partners, close friends, trusted mentors, or chosen family for backing, while some navigate the entire venture independently. The important point is not to assume what a buyer’s support system looks like. The difference can be practical. When family assistance isn’t an option, buyers often need more time to build reserves. They may rely heavily on down-payment assistance programs or specialized loan options offered by their lender. A buyer receiving gift funds may need to understand documentation requirements before using those funds. Support also includes knowledge. Those raised around property owners often enter the process with a baseline understanding of key mechanics like earnest money, home inspections, appraisals, closing fees, and mortgage terminology. A first-generation buyer may be learning it all at once. Lacking that foundational awareness can lead to costly mistakes surrounding critical deadlines, hidden fees, and contractual obligations.

Household Structure Deserves Careful Planning 

LGBTQ+ buyers may purchase alone, with a spouse, with an unmarried partner, or in another shared household arrangement. These varying arrangements change the game for mortgage applications, combined credit assessments, titling methods, and the division of ongoing home equity. Those decisions deserve deliberate attention. Because two co-buyers may have vastly different credit standings, putting both names on a mortgage application isn’t always the best route. Mortgage responsibility and legal ownership are related, but not identical. A first-time buyer should be able to ask these questions without feeling awkward about explaining a relationship, correcting assumptions, or wondering whether a professional understands the household in front of them. If legal or tax complications surface, buyers should seek tailored advice from an independent professional.

Trust Is a Financial Issue, Too 

Trust can sound like a “soft” consideration compared with a credit score or closing-cost estimate. In reality, it directly shapes strategic financial choices at every stage of the transaction. A buyer who doesn’t feel comfortable with an agent or lender may hesitate to disclose concerns, ask basic questions, or admit they don’t understand a term. They might hold back on detailing how they plan to co-own a home with a partner, or unquestioningly agree to costs without fully grasping the long-term impact. That is a poor foundation for a major financial commitment. First-time buyers need professionals who explain the process clearly, respect the buyer’s household and identity, and make room for questions without judgment. High-level skill and deep market knowledge remain essential, but clear communication and accountability are equally vital. Buyers should understand who each professional represents, what that professional is responsible for, and when outside legal, tax, insurance, or financial advice may be appropriate.

A Better First Step Is Better Information 

The financial realities of buying a first home extend well beyond the list price. A buyer’s credit profile determines loan availability, while their support network dictates their financial wiggle room and access to guidance. Household structure can affect borrowing and ownership decisions. Ultimately, trust is what empowers a buyer to speak up, ask tough questions, and safeguard their financial well-being. For LGBTQ+ buyers, an affirming experience should not replace professional expertise. True support requires both identity-affirming care and top-tier professional guidance working in tandem. Pride Real Estate Connections was built from lived experience with exclusion in real estate and connects LGBTQ+ buyers, sellers, families, and allies with independent real estate professionals through its referral network. The goal is simple: connect clients with vetted agents and lenders who offer unconditional respect, deep expertise, and a space where no one has to minimize who they are. Buying a first home is already complex. Buyers deserve the clarity to focus on core choices: managing their budget, structuring ownership, navigating tradeoffs, and relying on advisors who truly have their back. Pride REC is a referral and connection platform, not a brokerage, and independent real estate professionals provide their own services. Buyers must execute their own due diligence and partner with accredited legal, tax, and lending specialists tailored to their unique needs.


Devin Schaff is co-founder of Pride Real Estate Connections.

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Real Estate

Factors to consider when hiring an interior designer

It’s essential to have confidence in the professionals you engage

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(Photo courtesy of StatePoint)

(StatePoint) Ready to redesign your home? Whether you have only a vague notion of how you want your spaces to look or a very specific vision, relying on the expertise of a professional can help you bring your dream home to life. Before choosing and hiring an interior designer, though, be sure to take the following factors into consideration:

Style: Identify your style. Is it boho chic? Industrial? Maximalist? Many designers have their own signature look and preferences. It’s best to understand what vibe you want first, then search for a designer who aligns with that style.

Past client projects: One of the best ways to know whether a particular designer is the right fit for you is to review their past client projects. Ask to see their portfolio or review their finished projects on their website or socials. Also, take a look at reviews and testimonials to ensure their previous customers walked away satisfied with a job well done.

Budget: Communicate your budget in advance of work to confirm that you and your designer are on the same page financially. Your decorator will need this ballpark figure to get a handle on the scope of the project and to make design decisions accordingly. You should also use this conversation to understand their rates so you can decide whether you want to move forward.

Preferred vendors: It’s important that the interior designer you choose has preferred vendors that they work with. These are partners they’ve built strong relationships with that provide the same first-rate experience they do, and have streamlined processes in place. “A home renovation has so many moving parts. That’s why we try to take the hassle out of the process for designers and homeowners alike,” says Katie Zess, senior marketing manager and director of Renewal by Andersen’s Interior Designer Loyalty Program. 

Through the loyalty program, the full-service window and door replacement division of Andersen Corporation offers their program members exclusive access and rewards, including a “designer discount” they can share with their clients. Renewal by Andersen also offers designers a dedicated point of contact to ensure a smooth process that’s customized for your project from start to finish. To learn more, visit renewalbyandersen.com.

Before you begin your home renovation, it’s essential to have confidence in the professionals you hire. Be sure your interior designer has fostered partnerships that will streamline your redesign, and that their goals and budget aligns with yours.

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Real Estate

The LGBTQ real estate map is being redrawn

Affordability, higher mortgage rates reshaping where we choose to call home

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LGBTQ buyers are looking beyond Palm Springs and other popular queer destinations these days when searching for a forever home. (Photo by photojohn830/Bigstock)

For decades, the map of LGBTQ+ America was relatively easy to recognize.

New York. San Francisco. Los Angeles. Palm Springs. Provincetown. Fort Lauderdale and Wilton Manors.

These communities became LGBTQ+ destinations because they offered something that wasn’t always easy to find elsewhere: visibility, acceptance, community and the freedom to live openly.

But that map is changing.

Today’s LGBTQ+ homebuyers are navigating a housing market defined by high prices, elevated mortgage rates and affordability challenges. At the same time, remote and hybrid work, retirement and the growth of LGBTQ+ communities beyond traditional destinations are giving buyers more choices about where to live.

Increasingly, the question isn’t simply, “Where are the most LGBTQ-friendly places to live?”

It’s also: “Where can I find community and afford the life I want?”

That shift may become one of the defining LGBTQ+ real estate trends of the coming decade.

Affordability Is Changing the Conversation

For many buyers, the biggest issue in today’s housing market is simple: the monthly payment.

The average 30-year fixed mortgage rate was 6.95% in mid-September, compared with 6.26% a year earlier, according to Freddie Mac.

Meanwhile, the median price of an existing U.S. home reached $429,100 in August, according to the National Association of Realtors.

The combination of elevated home prices and higher borrowing costs has changed what many Americans can afford—and where they can afford it.

Some buyers are purchasing smaller homes or condominiums. Others are moving farther from major urban centers. Still others are reconsidering expensive markets entirely.

For LGBTQ+ buyers, this is helping broaden the definition of an LGBTQ+-friendly place to call home.

LGBTQ+ Buyers Have More Choices

A generation ago, relocating away from a major city or established gay neighborhood could sometimes mean sacrificing access to a visible LGBTQ+ community.

That’s increasingly less true.

Traditional LGBTQ+ destinations such as Palm Springs, Fort Lauderdale and Wilton Manors, San Francisco, New York and Provincetown remain important centers of LGBTQ+ life. But today, LGBTQ+ buyers can also find established or growing communities in cities across the country.

Places such as Minneapolis, Columbus, Pittsburgh, Richmond, Atlanta and the Tampa Bay area are among the markets attracting buyers who may be looking for a different balance of housing costs, lifestyle and community.

The goal isn’t necessarily to find the cheapest house.

It’s to find the right combination of affordability, LGBTQ+ community, lifestyle, employment opportunities, healthcare, culture and quality of life.

Remote and hybrid work have expanded those possibilities for some buyers. If a job no longer requires being in an expensive employment center five days a week, the geographic search for a home can become considerably larger.

That can make communities that once seemed impractical suddenly worth considering.

Retirement Is Redrawing the Map, Too

Retirement is another important part of the changing LGBTQ+ real estate landscape.

As more Americans reach retirement age, LGBTQ+ retirees are considering where they want to spend the next chapter of their lives. Housing costs, taxes, healthcare, climate and proximity to airports, restaurants and cultural activities all play a role.

But LGBTQ+ retirees may have additional questions.

Will I feel comfortable living openly?

Is there an LGBTQ+ community nearby?

Can I find LGBTQ+-affirming healthcare?

Will I have opportunities to build a social network as I get older?

Those considerations can make choosing a retirement destination particularly personal.

Palm Springs and Fort Lauderdale/Wilton Manors remain well-known LGBTQ+ retirement destinations. But retirees are also exploring smaller cities and communities across the Southeast, Midwest and other regions where housing costs and lifestyles can look very different.

For many, the search is becoming less about moving to a famous gay destination and more about finding a place where community, lifestyle and affordability intersect.

Buyers Finally Have More Leverage

There is another significant change in today’s housing market: buyers have regained some negotiating power.

The National Association of Realtors reported 1.62 million existing homes for sale in August, up 5.9% from a year earlier. That represents approximately 4.9 months of housing supply, the highest level in more than a decade.

Realtor.com also reported that 20.4% of active listings had experienced a price reduction in August.

That’s a very different environment from the pandemic-era housing market, when buyers in many communities faced bidding wars, waived inspections and offers well above asking price.

Depending on the market, today’s buyer may have more time to evaluate a property and greater opportunity to negotiate price, repairs, closing costs or other concessions.

But there is an important caveat: there is no single national housing market.

Conditions can vary dramatically from one city—or even one neighborhood—to another. Some markets remain competitive, while others have considerably more inventory and negotiating room.

That’s one reason local expertise matters.

Sellers Need a Different Strategy

The changing market also has implications for LGBTQ+ homeowners considering selling.

Strategies that worked several years ago may not work today.

Buyers are highly sensitive to monthly payments, and an overpriced home can quickly be passed over when competing properties are available.

Sellers should pay close attention not only to recent comparable sales but also to homes currently competing for the same buyer.

Condition matters, too.

Repairs, landscaping, staging and professional photography can make a meaningful difference when buyers have more choices. Pricing correctly from the beginning has also become increasingly important.

More Than 30 Years Serving the LGBTQ+ Community

One part of buying or selling a home hasn’t changed: the importance of working with a real estate professional who understands your priorities.

For more than 30 years, GayRealEstate.com has served the LGBTQ+ community, connecting buyers and sellers with LGBTQ+ and allied real estate professionals throughout the United States.

Over that time, the GayRealEstate.com network has supported more than $2 billion in real estate sales and more than 55,000 transactions.

Behind those numbers are thousands of people making one of life’s most personal decisions: where to call home.

For LGBTQ+ buyers, that conversation can involve much more than bedrooms, bathrooms and price per square foot. It can include community, acceptance, healthcare, family, retirement, lifestyle and the ability to live openly.

An experienced LGBTQ+ or allied real estate professional can understand why those considerations belong in the real estate conversation.

Finding Home in a Changing America

The 2026 housing market presents real challenges.

Mortgage rates remain elevated. Home prices are high. Affordability continues to strain buyers across much of the country.

But there are also signs of a more balanced market. Inventory has increased. Price reductions have become more common. Buyers in many markets have regained negotiating power.

And for LGBTQ+ Americans, something else has changed: there are more places to consider calling home.

The next great LGBTQ+ destination doesn’t necessarily need the country’s largest Pride celebration or its most famous gay neighborhood.

It could be a smaller city with a growing LGBTQ+ community, attainable housing, good healthcare, strong cultural amenities and a quality of life that leaves room for travel, retirement or simply enjoying the home you’ve worked hard to own.

Ultimately, today’s LGBTQ+ real estate search increasingly comes down to three questions:

Where can I afford the life I want?

Where will I find my community?

And where will I feel at home?

The answers are becoming more varied—and that’s helping redraw the map of LGBTQ+ America.


Scott Helms is with GayRealEstate.com.

GayRealEstate.com has served the LGBTQ+ community for more than 30 years, connecting LGBTQ+ homebuyers and sellers with LGBTQ+ and allied real estate professionals across the United States. Its network has supported more than $2 billion in real estate sales and more than 55,000 transactions.

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