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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

Advocacy groups issue US travel advisory ahead of World Cup

Renee Good’s death in Minneapolis among incidents cited

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(Photo by fifg/Bigstock)

More than 100 organizations have issued a travel advisory for the U.S. ahead of the 2026 World Cup.

The World Cup will take place in the U.S., Canada, and Mexico from June 11-July 19.

“In light of the deteriorating human rights situation in the United States and in the absence of meaningful action and concrete guarantees from FIFA, host cities, or the U.S. government, the undersigned organizations are issuing this travel advisory for fans, players, journalists, and other visitors traveling to and within the United States for the June 2026 FIFA Men’s World Cup. World Cup games will be played in 11 different cities across the United States, which, like many localities, have already been the target of the Trump administration’s violent and abusive immigration crackdown,” reads the advisory that the Council for Global Equality and other groups that include the American Civil Liberties Union issued on April 23.  “The impacts of these policies vary by locality.”

“While the Trump administration’s rising authoritarianism and increasing violence pose serious risks to all, those from immigrant communities, racial and ethnic minority groups, and LGBTQ+ individuals have been and continue to be disproportionately targeted and affected by the administration’s policies and, as such, are most vulnerable to serious harm when traveling to and/or within the United States,” it adds. “This travel advisory calls on fans, players, journalists, and other visitors to exercise caution.”

The advisory specifically mentions Renee Good.

A U.S. Immigration and Customs Enforcement agent on Jan. 7 shot and killed her in Minneapolis. Good, 37, left behind her wife and three children.

The full advisory can be read here.

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State Department

Democracy Forward files FOIA request for State Department bathroom policy records

April 20 memo outlined anti-transgender rule

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(Photo courtesy of the Library of Congress)

Democracy Forward on Tuesday filed a Freedom of Information Act request for records on the State Department’s new bathroom policy.

A memo titled “Updates Regarding Biological Sex and Intimate Spaces, Including Restrooms” that the State Department issued on April 20 notes employees can no longer use bathrooms that correspond with their gender identity.

“The administration affirms that there are two sexes — male and female — and that federal facilities should operate on this objective and longstanding basis to ensure consistency, privacy, and safety in shared spaces,” State Department spokesperson Tommy Piggot told the Daily Signal, a conservative news website that first reported on the memo. “In line with President Trump’s executive order this provides clear, uniform guidance to the department by grounding policy in biological sex as determined at birth.”

President Donald Trump shortly after he took office in January 2025 issued an executive order that directed the federal government to only recognize two genders: male and female. The sweeping directive also ordered federal government agencies to “effectuate this policy by taking appropriate action to ensure that intimate spaces designated for women, girls, or females (or for men, boys, or males) are designated by sex and not identity.”

Democracy Forward’s FOIA request that the Washington Blade exclusively obtained on Tuesday is specifically seeking a copy of the memo that details the State Department’s new bathroom policy. Democracy Forward has also requested “all” memo-specific communications between the State Department’s Bureau of Global Public Affairs and the Daily Signal from April 1-21.

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Federal Government

House Republicans push nationwide ‘Don’t Say Gay’ bill

Measures would restrict federal funding for LGBTQ-affirming schools

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(Washington Blade photo by Michael Key)

Republicans have been gaining ground in reshaping education policy to be less inclusive toward LGBTQ students at the state level, and now they are turning their focus to Capitol Hill.

Some GOP lawmakers are pushing for a nationwide “Don’t Say Gay” bill, doubling down on their commitment to being the party of “traditional family values” by excluding anyone who does not identify with their sex at birth.

The largest anti-LGBTQ education legislation to reach the House chamber is House Bill 2616 — the Parental Rights Over the Education and Care of Their Kids Act, or the PROTECT Kids Act. The PROTECT Kids Act, proposed by U.S. Rep. Tim Walberg (R-Mich.), and co-sponsored by U.S. Reps. Burgess Owens (R-Utah), Mary Miller (R-Ill.), Robert Onder (R-Mo.), and Kevin Kiley (R-Calif.), would require any public elementary and middle schools that receive federal funding to require parental consent to change a child’s gender expression in school.

The bill, which was discussed during Tuesday’s House Rules Committee hearing, would specifically require any schools that get federal money from the Elementary and Secondary Education Act of 1965 — which was created to minimize financial discrepancies in education for low-income students — to get parental approval before identifying any child’s gender identity as anything other than what was provided to the school initially. This includes getting approval before allowing children to use their preferred locker room or bathroom.

It reads that any school receiving this funding “shall obtain parental consent before changing a covered student’s (1) gender markers, pronouns, or preferred name on any school form; or (2) sex-based accommodations, including locker rooms or bathrooms.”

LGBTQ rights advocates have criticized both national and state efforts to require parental permission to use a child’s preferred gender identity, as it raises issues of at-home safety — especially if the home is not LGBTQ-affirming — and could lead to the outing of transgender or gender-curious students.

A follow-up bill, HB 2617, proposed by Owens, one of the bill’s co-sponsors, prevents the use of federal funding to “advance concepts related to gender ideology,” using the definition from President Donald Trump’s 2025 Executive Order 14168, making that an enshrined definition in law of sex rather than just by executive order. There is also a bill making its way through the senate with the same text— Senate Bill 2251.

Advocates have also criticized this follow-up legislation, as it would restrict school staff — including teachers and counselors — from acknowledging trans students’ identities or providing any support. They have said that this kind of isolation can worsen mental health outcomes for LGBTQ youth and allows for education to be politicized rather than being based in reality.

David Stacy, the Human Rights Campaign’s vice president of government affairs, called this legislation out for using LGBTQ children as political pawns in an ideology fight — one that could greatly harm the safety of these children if passed.

“Trans kids are not a political agenda — they are students who deserve safety and affirmation at school like anyone else,” Stacy said in a statement. “Despite the many pressing issues facing our nation, House Republicans continue their bizarre obsession with trans people. H.R. 2616 does not protect children. It targets them. This bill is cruel, and we’re prepared to fight it.”

This is similar to Florida House Bills 1557 and 1069, referred to as the “Don’t Say Gay” bill and “Don’t Say They” bill, respectively, restricting classroom discussions on sexual orientation and gender identity, prohibiting the use of pronouns consistent with one’s gender identity, expanding book banning procedures, and censoring health curriculum.

The American Civil Liberties Union is tracking 233 bills related to restricting student and educator rights in the U.S.

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