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Target employees flag concerns over Pride merchandise decisions

Company’s 2024 collection dramatically scaled back

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Target store (Photo by Jonathan Weiss via Bigstock)

When Target Corp. was hit with an unprecedented wave of hate over its 2023 LGBTQ Pride month merchandise last summer, plans for the 2024 collection were already underway and team members were looking to leadership for guidance. 

Target employees with knowledge of the matter, who spoke with the Washington Blade on the condition of anonymity, said the process leading up to Target’s announcement a few weeks ago of plans to dramatically cut back its Pride collection was haphazard and reactive from the start. 

They said that the company’s commitment to supporting LGBTQ guests and employees feels hollow, considering leadership’s failure to move toward strategies for selling gender-affirming apparel and merchandise year-round along with decisions to curtail internal Pride month celebrations. 

First introduced in 2013, Target’s Pride collection quickly grew to become a profitable example of the company’s heritage moments offerings, collections that are sold each year to mark observances like Black History Month and National Hispanic Heritage Month.

Even as the COVID pandemic surged in the summer of 2020, demand remained high, the employees noted, “a real indication” of the sales potential for Pride apparel and merchandise irrespective of whether parades, gatherings, and in-store shopping are happening. 

However, Target planned for just $5 million in sales this year for Pride month, about a tenth of that which might be forecast based on precedent.

Amid reports last summer of an online boycott campaign and in-store incidents in which employees were allegedly made to feel unsafe by negative guest reactions to the 2023 Pride collection, Target announced it would move the merchandise to the back of some stores located in the southeastern U.S. 

The employees agreed the move “didn’t feel great,” but the team accepted the company’s decision as a temporary solution to get through the chaos — while communicating the need for “our leaders to be really clear with us [about] what we can and cannot do” in 2024 “so that we can deliver the best profitable strategy possible.” 

Around this time, they said, communication became siloed. Requests for more information about in-store confrontations were denied over privacy and safety concerns, while some employees and other social media users flagged that many of the videos purporting to show guests’ outrage over LGBTQ-themed merchandise were several years old. 

Staff asked for details in the first place, the employees said, because “We were like, ‘OK, well, let us segment around these places that are perceived as dangerous’” to make nuanced and narrowly tailored decisions about when and where to make cuts. 

Ultimately, the number of products offered for Pride in 2023 was slashed by the time the collection was launched, and then again by nearly 50 percent, they said. 

Target organized a town hall event in July. Invited to speak were Executive Vice President and Chief Growth Officer Christina Hennington and Executive Vice President and Chief Food, Essentials and Beauty Officer Rick Gomez, both of whom are LGBTQ. 

One employee said they were left with the impression that staff should make peace with the decisions to cut Pride merchandise because the meeting was led by the company’s senior LGBTQ leadership, who announced “they were going to pull back on all heritage moments.” A second employee who was not in attendance agreed this was the message relayed to them. 

Leading into next year, the employees said teams informed leadership that they would “segment the hell out of this 2024 assortment to get the right things in the right stores, if [the company is saying] that there’s a subset of stores that need to serve a different function or guest need” — just as decisions are made to, for example, feature more swimwear items in Miami than in Seattle. 

Folks were broadly in agreement over this strategy, the employees said, but “cut to 2024, we’re sending [the Pride collection] to half the stores” — a decision that was reached “a couple of months ago when product had to be committed to stores.” 

Target announced that the decision was based on historical sales, in a statement that also reaffirmed the company’s commitments to supporting the LGBTQ community year-round. 

According to the employees, however, the move did not accurately reflect “guest demand” for Pride apparel and merchandise. 

Going back to 2023, one source said, apparel and accessories leaders initially provided direction to reduce the planned sales by approximately 19 percent to reflect what was happening elsewhere in the apparel business.

The team agreed the figure was “really close to where we need to be” and sought to build a strategy to maximize sales, learning from past mistakes that were made “in all of our heritage moments — and we saw this in Black History Month last year — of spreading the goods out too equally everywhere” rather than in the stores where it was selling out.  

The employees said the team responsible for the Black History Month collection introduced the idea of segmenting product between that which is designed for the intended audience versus that which could be worn by everyone, allies included, which feels noticeably absent from the 2024 Pride collection that is available in select stores and online today. 

With respect to the in-store experience, a similar approach would apply, they said. 

For instance, the original idea for this year’s Pride collection was “a four-tier strategy,” which built upon established precedent for heritage moments merchandise. 

On one end of the spectrum is a “full-blown experience, that kind of delivers and addresses all audiences.” And then a more narrowly tailored assortment would be offered for stores that may have space constraints or less foot traffic, along with another that might be “the most ally-friendly, or the most conventional,” and “versions for what we call our small-format stores.” 

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National

65% of Black Americans support Black LGBTQ rights: survey

Results show 40% have LGBTQ family member

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(Logo courtesy of the NBJC)

The National Black Justice Coalition, a D.C.-based LGBTQ advocacy organization, announced on June 19 that it commissioned what it believes to be a first-of-its-kind national survey of Black people in the United States in which 65 percent said they consider themselves “supporters of Black LGBTQ+ people and rights,” with 57 percent of the supporters saying they were “churchgoers.”

In a press release describing the findings of the survey, NBJC said it commissioned the research firm HIT Strategies to conduct the survey with support from five other national LGBTQ organizations – the Human Rights Campaign, the National LGBTQ Task Force, the National Center for Lesbian Rights, Family Equality, and GLSEN.

“One of the first surveys of its kind, explicitly sampling Black people (1,300 participants) on Black LGBTQ+ people and issues – including an oversampling of Black LGBTQ+ participants to provide a more representative view of this subgroup – it investigates the sentiments, stories, perceptions, and priorities around Black values and progressive policies, to better understand how they impact Black views on Black LGBTQ+ people,” the press release says.

It says the survey found, among other things, that 73 percent of Gen Z respondents, who in 2024 are between the ages of 12 and 27, “agree that the Black community should do more to support Black LGBTQ+ people.”

According to the press release, it also found that 40 percent of Black people in the survey reported having a family member who identifies as LGBTQ+ and 80 percent reported having “some proximity to gay, lesbian, bisexual, or queer people, but only 42 percent have some proximity to transgender or gender-expansive people.”

The survey includes these additional findings:

• 86% of Black people nationally report having a feeling of shared fate and connectivity with other Black people in the U.S., but this view doesn’t fully extend to the Black LGBTQ+ community. Around half — 51% — of Black people surveyed feel a shared fate with Black LGBTQ+ people.

• 34% reported the belief that Black LGBTQ+ people “lead with their sexual orientation or gender identity.” Those participants were “significantly less likely to support the Black LGBTQ+ community and most likely to report not feeling a shared fate with Black LGBTQ+ people.”

• 92% of Black people in the survey reported “concern about youth suicide after being shown statistics about the heightened rate among Black LGBTQ+ youth.” Those expressing this concern included 83% of self-reported opponents of LGBTQ+ rights.

• “Black people’s support for LGBTQ+ rights can be sorted into three major groups: 29% Active Accomplices, 25% Passive Allies (high potential to be moved), 35% Opponents. Among Opponents, ‘competing priorities’ and ‘religious beliefs’ are the two most significant barriers to supporting Black LGBTQ+ people and issues.”

• 10% of the survey participants identified as LGBTQ. Among those who identified as LGBTQ, 38% identified as bisexual, 33% identified as lesbian or gay, 28% identified as non-binary or gender non-conforming, and 6% identified as transgender.

• Also, among those who identified as LGBTQ, 89% think the Black community should do more to support Black LGBTQ+ people, 69% think Black LGBTQ+ people have fewer rights and freedoms than other Black people, 35% think non-Black LGBTQ+ people have fewer rights and freedom than other Black people, 54% “feel their vote has a lot of power,” 51% live in urban areas, and 75% rarely or never attend church.

Additional information about the survey from NBJC can be accessed here.

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U.S. Federal Courts

Club Q shooter sentenced to life in prison for federal hate crimes

Five people killed in 2022 mass shooting in Colo.

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Assistant U.S. Attorney General Kristen Clarke of the Justice Department’s Civil Rights Division. (Justice Department YouTube screenshot)

Anderson Lee Aldrich, 24, formerly of Colorado Springs, Colo., was sentenced to 55 concurrent life sentences to run consecutive to 190 years in prison after pleading guilty to 74 hate crimes and firearms charges related to the Nov. 19, 2022, mass shooting at Club Q, an LGBTQ establishment in Colorado Springs.  

According to the plea agreement, Aldrich admitted to murdering five people, injuring 19, and attempting to murder 26 more in a willful, deliberate, malicious, and premeditated attack at Club Q. According to the plea, Aldrich entered Club Q armed with a loaded, privately manufactured assault weapon, and began firing. Aldrich continued firing until subdued by patrons of the club. As part of the plea, Aldrich admitted that this attack was in part motivated because of the actual or perceived sexual orientation and gender identity of any person.

“Fueled by hate, the defendant targeted members of the LGBTQIA+ community at a place that represented belonging, safety, and acceptance — stealing five people from their loved ones, injuring 19 others, and striking fear across the country,” said Attorney General Merrick Garland. “Today’s sentencing makes clear that the Justice Department is committed to protecting the right of every person in this country to live free from the fear that they will be targeted by hate-fueled violence or discrimination based on who they are or who they love. I am grateful to every agent, prosecutor, and staff member across the Department — from the U.S. Attorney’s Office for the District of Colorado, to the Civil Rights Division, the ATF, and FBI — for their work on this case. The Justice Department will never stop working to defend the safety and civil rights of all people in our country.”

“The 2022 mass shooting at Club Q is one of the most violent crimes against the LGBTQIA+ community in history,” said FBI Director Christopher Wray. “The FBI and our partners have worked tirelessly towards this sentencing, but the true heroes are the patrons of the club who selflessly acted to subdue the defendant. This Pride Month and every month, the FBI stands with the survivors, victims, and families of homophobic violence and hate.”

“ATF will not rest until perpetrators like this defendant are prosecuted to the fullest extent of the law,” said Steven Dettelbach, director of the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF). “I hope today’s life sentence brings at least some peace to the victims and survivors of this senseless, horrific tragedy. That this sentence should come during Pride month reinforces how far we have left to go before all communities, including all LGBTQIA+ communities, are safe here. It also shows how far ATF and all our partners will go to ensure hatred does not win.”

“The defendant’s mass shooting and heinous targeting of Club Q is one of the most devastating assaults on the LGBTQIA+ community in our nation’s history. This sentence cannot reclaim the lives lost or undo the harms inflicted. But we hope that it provides the survivors, the victims’ families, and their communities a small measure of justice,” said Assistant Attorney General Kristen Clarke of the Justice Department’s Civil Rights Division. “Our message today should be loud and clear. No one should have to fear for their life or their safety because of their gender identity or sexual orientation. The Justice Department will vigorously investigate and prosecute those who perpetrate hate-fueled, bias-driven attacks.”

“Hate has no place in our country and no place in Colorado” said Acting U.S. Attorney Matt Kirsch for the District of Colorado. “I hope that today’s sentence demonstrates to the victims and those connected to this horrific event that we do not tolerate these heinous acts of violence.”

The FBI Denver Field Office, Colorado Springs Police Department, and ATF investigated the case.

Assistant U.S. Attorneys Alison Connaughty and Bryan Fields for the District of Colorado and, Maura White of the Justice Department’s Civil Rights Division prosecuted the case.

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Federal Government

EXCLUSIVE: Robert Garcia urges US officials to protect LGBTQ people during Pride Month

Gay Calif. congressman sent letter to top authorities on June 12

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Participants of the Capital Pride Festival in D.C. on June 8, 2024. Gay U.S. Congressman Robert Garcia (D-Calif.) has urged U.S. officials to ensure LGBTQ people are safe during Pride Month. (Washington Blade photo by Emily Hanna)

U.S. Rep. Robert Garcia (D-Calif.) on June 12 sent a letter to Secretary of State Antony Blinken, Homeland Security Secretary Alejandro Mayorkas, and Federal Bureau of Investigation Director Christopher Wray to work to ensure LGBTQ people during Pride events.

“Over the last several weeks, your respective agencies and departments have issued stark warnings, and travel advisories to the public over potential threats from foreign terrorist organizations (FTO), and their supporters during this year’s Pride Month,” said Garcia in his letter. “I understand that these steps have come after deeply concerning increases in anti-LGBTQ+ rhetoric, calls for targeted violence, and foiled violent plots.”

The FBI on May 10 issued an advisory that warned of potential violence at Pride events and other LGBTQ-specific events. The State Department on May 17 — the International Day Against Homophobia, Biphobia, and Transphobia — announced a similar warning.

“Ensuring that people can peacefully and safely celebrate Pride and the diversity of the LGBTQ+ community is of utmost importance,” wrote Garcia, a gay man who represents California’s 42nd Congressional District that includes Long Beach.

June 12 also marked eight years since a gunman killed 49 people inside the Pulse nightclub in Orlando, Fla.

The massacre at the time was the deadliest mass shooting in modern U.S. history. The gunman pledged his allegiance to the Islamic State, even though there is no evidence that suggests the extremist group ordered him to carry out the massacre. 

“This week marks the eight (sp) anniversary of the horrific Pulse nightclub Orlando shooting — during which the attacker deliberately and viciously targeted the LGBTQ+ community,” wrote Garcia in his letter. “It is important to put the recent escalation of extremist anti-LGBTQ+ propaganda and messaging in the context the Pulse nightclub shooter who was influenced by these same forces of extremism.”

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