Learn how Target has risked its public image to uphold its core value told by the PRSSA Blog Team.
By: Mariana Camejo
Ithaca College has a very open, and welcomed LGBT community. But what about the rest of the New York State, or even the U.S.? While we like to think that the United States has modernized and become more accepting, there are other reasons to believe otherwise. North Carolina passed a law that shocked a lot of people, called the “Public Facilities Privacy & Security Act.” The act states that individuals can only use public facilities that correspond with their biological sex, not their gender identity.
Target recently took a stance on their thoughts on this Act. The retail chain store released a statement saying that, “Inclusivity is a core belief at Target. It’s something we celebrate. We stand for equality and equity, and strive to make our guests and team members feel accepted, respected and welcomed in our stores and workplaces every day . . . we welcome transgender team members and guests to use the restroom or fitting room facility that corresponds with their gender identity.”
Target, as well as over 100 other large companies, are now fighting North Carolina’s act with a call to repeal it. Target’s statement has had a much larger effect than what they imagined, with both positive and negative reactions. Over 500,000 people have signed a petition from the American Family Association in outrage, and have resulted to boycotting Target after their statement on allowing individuals to use the restroom they feel corresponds with their gender identity.
On a more positive note, Target has had a huge wave of support on their stance. The company’s choice to release the statement has brought them huge numbers of support from the LGBT community and others who are against the Public Facilities Privacy & Security Act. The support is also visible with the trickling numbers of other companies joining to repeal the act, as well as release their own statements. Retail experts have pointed out the importance and vocalness from companies, saying that big headlines results in more companies and people to supporting the cause.
The Public Facilities Privacy & Security Act not only is exclusive and discriminatory, but it is causing a huge loss of revenue for the state. Recently the Public Facilities Privacy & Security Act has been ruled that it violates the Civil Rights Act. The United States Department of Justice has given North Carolina until May 9th to confirm that the bill will be removed.
The motion to investigate and remove the Public Facilities Privacy & Security Act would not have been possible if companies such as Target, the LGBT community, and other individuals had not been so vocal about the violation of rights the act defied. The power of social media and public relations in today’s world easily put a lot of things on the political agenda. It’s important not to forget how vital a corporation’s social responsibility is and how much of an influence it can have on the world, or in this case, how much it helped the safety and freedom of a group of people.