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Can Target Recover From Its Identity Crisis?
It’s been a polarizing year, and the political discourse has put an unexpected target on Target’s back.
The retailer once had a reputation for being a budget-friendly store where customers could find colorful, quality items. Shopping there was meant to be a welcoming experience, but that started to change when the brand’s decisions made some customers feel unwelcome. It began with progressive strategies including diversity, equity, and inclusion (DEI) initiatives and Pride collections.
These left-leaning efforts were intended to make Target an inclusive brand, but the initiatives started to make some right-leaning customers feel unwelcome. So, the company reversed its policies, hoping to appeal to more conservative shoppers — but this made the left-leaning crowd feel dismissed.
Target’s back-and-forth has caused many progressive groups to boycott the store, but it hasn’t encouraged conservative shoppers to return. Traffic is down, the brand seems to be suffering an identity crisis, and the efforts to be more moderate have had major impacts.
Now, Target is down, but it isn’t out, and it will need to make some strategic moves to lure customers back through its red doors.
