A Betrayal of Our Community

Written by Anthony T. Eaton

It’s a hard day when the very companies we believed were allies to the LGBTQ+ community, especially those we grew up with, pull away just when we need them the most. Target’s recent decision to roll back its DEI (Diversity, Equity, and Inclusion) programs is a monumental betrayal. In response to this move, Twin Cities Pride made the decision to end its long-standing sponsorship relationship with Target—an event the company had supported for nearly two decades. Whether this was a preemptive move or a necessary stand, the fact remains that Target has turned its back on our community and many of its own employees by discontinuing these initiatives. As someone who has spent much of my life in Minnesota, this hits especially hard.

I remember attending Pride back in the day when it was a radical act of resistance, and securing even a beer sponsor was a massive win for our community. While it took some time, Target, a local business, was willing to stand alongside us. In the early days, Pride was funded largely by the queer community itself—bars, businesses, and small organizations that knew what it meant to struggle for visibility and equality. Target’s sponsorship was a symbol of progress, a sign that even corporate America could see the value in supporting the marginalized. The best part was that Target was a local corporation, one of our own.

But now, as we watch Target and others buckle under the weight of right-wing backlash against anything remotely related to DEI and LGBTQ+ rights, it’s clear that their progressive social stance was never as solid as we thought. Target, once a beacon of inclusivity, is proving to be yet another fair-weather friend in the corporate world—a company that is more concerned with avoiding controversy than standing up for what’s right.

What’s most devastating to me isn’t just the corporate cowardice; it’s the fact that Target is a hometown company. I remember when it was started by Dayton Hudson, and I first started working in the corporate world for Dayton’s. At that time, there was an undeniable sense that companies like Target were on the side of progress, even if only in small steps. But what Target is showing us now is a far cry from that legacy. Their decision doesn’t just signal a shift in corporate strategy; it’s a fundamental betrayal of the values they once claimed to uphold.

This is not about financial loss. Let’s be clear: Target’s decision to pull back from the queer community isn’t because their bottom line is hurting (although it is). It’s because they are responding to a fragile, conservative backlash—one that’s desperately trying to erase the progress we’ve fought for over decades. It’s an attempt to strip us of our visibility, our rights, and ultimately, our very existence. Target isn’t just being influenced by the politics of the moment—they are actively complicit in enabling the political forces that seek to push us back into the shadows.

So let’s talk about money. According to Contimod.com, 83% of Target shoppers consider themselves loyal customers. On average, these shoppers spend about $50 per visit and make 21 trips per year, adding up to just over $1,000 annually.

Now, let’s narrow this down to Minnesota. According to MNCompass.org, 11% of Minnesotans identify as part of the LGBTQ+ community. While this number is likely higher due to individuals hesitant to disclose their identities, we’ll use it as a baseline for our discussion.

According to the 2023 Census, Minnesota has a population of 5.73 million people. Based on the estimated 11% who identify as LGBTQ+, that means there are over 630,000 LGBTQ+ individuals in the state. While we know this number is likely an undercount, and not all of them shop at Target, for consistency we’ll also use it as a reference point.

If my math is correct, 630,000 LGBTQ+ individuals spending $1,000 per year adds up to $630 million. Of course, Target isn’t pocketing all of that after business expenses, but it’s still a substantial amount—far more than what they’ve contributed to Pride initiatives, which have contributed hundreds of thousands to Target’s profits over the years. Think about that for a minute as you make your shopping plans.

Make no mistake: I won’t go quietly. This isn’t about money for me. It’s about standing in solidarity with my community. I’ve spent my fair share at Target over the years, and one of the reasons I supported them was because of their public commitment to our rights. But since they’ve decided to end that support, I’ve made the decision to withdraw mine.

In fact, I just received a Target credit card—something I will be canceling promptly. The 5% savings and $50 coupon they gave me? Consider it partial payment for their hypocrisy. It’s a small gesture, but it matters. This is my stand. I have the power to choose where my dollars go, and Target won’t be getting any more of mine.

Boycotts work. Maybe not immediately, but they have a way of hitting corporations where it hurts: in their profits. Just ask Chick-fil-A, Hobby Lobby, and countless others who have felt the weight of consumer protest. This isn’t some fleeting trend—it’s a real and lasting consequence for companies that decide to turn their backs on communities that once supported them.

I saw this coming long ago. I wrote about it, warned of it, and now here we are. The time for silence is over. We cannot sit idly by while companies like Target, who once claimed to stand for us, choose to stand with the forces of oppression instead. This is a moment to draw a line in the sand. Let us be loud, let us be visible, and let us be unwavering in our demand for accountability. If you’re with us, stand with us in action—not just words. We will not be erased.

Target, you had a choice. And so do we. My choice is to speak out, to hold you accountable, and to never give up the fight or give you my money.

Stand up. Speak out. Refuse to be silent.