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I’m writing in response to the May 17 Star Tribune article, “Target’s pullback on Pride questioned.” This is not a commentary on the LGBTQIA+ community; it’s about customer expectations of organizations.
How did we get to the place where special interest groups try to influence a company’s business direction and decisionmaking through demands and pressure? Listening to the customer is smart business, but expecting organizations to support certain groups creates challenges for the company; supporting one group can cause friction with another. You can never please all the people all of the time.
The original business motivation for the Dayton organization to open Target in 1962 was to combine department store best practices with the pricing of a discounter. This core business model has served it well, and Target has responded positively by giving back financially to the community.
My feelings aren’t hurt if Target doesn’t support the causes I do. I trust that it is working within a business model that corresponds with its corporate goals, consumer research and the free market.
I support causes in my own way. I don’t expect businesses (or my dentist or my gas station) to cater to my belief system.
We should expect companies to be ethical, fair and law-abiding. If I expected Target to sell products based on my value system, it would focus on merchandise that protects children and animals (especially golden retrievers). But if those focus areas aren’t part of its business model, I’ll support kids and critters in my own way and look to Target to sell me soup, toothpaste and birthday cards.