Target Corporation: Pride Merchandise and Consumer Reaction
As discussions on LGBTQIA+ inclusivity persist, the public debate continues about whether publicly traded organizations should voice their opinions through public advocacy. This case study spotlights Target Corporation and its twelfth annual Pride Collection launch. Target faced unforeseen financial and safety consequences in response, prompting merchandise removal. Their future involvement in the LGBTQIA+ community remains uncertain. 9 pp. Case #23-07 (2023)
1. To underscore the importance of crisis management and the process by which an organization can navigate with a focus on financial impact and brand image.
2. To explore how crises have influenced long-term strategic planning, with a particular emphasis on diversity initiatives.
3. To explore the scope of communication strategies with various stakeholders (customers, employees, investors, LGBTQIA+ community, etc.) and how these relationships affect brand performance.
4. To foster thoughtful discussions around the role organizations play in contentious topics and whether they should be involved.
5. To examine how effective crisis management can be a source of competitive advantage, as an organization’s response may influence consumer choices and brand loyalty.