NEW YORK — Consumer backlash is growing against Target’s stance on what type of bathrooms its transgender customers and employees can use.
Two weeks ago, the Minneapolis-based discounter issued a statement that said customers and employees can use the restroom or fitting room that “corresponds to their gender identity.” The move, which made Target the first major retailer to take such a prominent position on the issue, won praise from supporters of transgender rights. But Target’s position also sparked criticism.
One online petition started by a group called The American Family Association, a conservative Christian advocacy group, calls for a boycott of Target stores. And customer surveys from two research firms separately show that Target’s reputation has taken a hit.
Still, analysts say it’s hard to gauge the impact, if any, the backlash has had on Target’s business.
Target spokeswoman Molly Snyder declined to comment for the story, saying only that the retailer stood by its earlier statement. She also declined to say whether the backlash has affected sales.
Target’s statement comes amid a national debate over whether to restrict transgender people to using public bathrooms that match the gender listed on their birth certificate. North Carolina is facing heat for its recent ban on local anti-discrimination ordinances. Other states are considering legislation similar to that adopted by North Carolina.
By catapulting to the front lines of a highly polarized debate, Target shows the difficulties companies face when they weigh in on issue of gender or sexuality. Increasingly, customers are using social media to air their concerns, putting pressure on corporations.
“Brands need to be sensitive to public opinion, but this is a tough one because it is a no-win situation. Either way, you are going to turn off customers to the brand,” said Robert Passikoff of Brand Keys, a consumer research firm. It saw Target’s reputation fall 10 points to 74 during the past two weeks. A score below 70 means that a brand is in trouble.
However, Ken Perkins, president of Retail Metrics LLC, a retail research firm, said that in the long run, Target’s stance could help it, creating some “good will.”
Walmart, the nation’s largest retailer, has remained silent on the issue. Analysts believe companies are watching closely the debate over the bathroom policy before wading in.
