Never mix business and politics. I understand Target was only trying to express support for what they believe is a marginalized group, but the fact of the matter is it's a hot button issue right now because of the involvement of children. Now, instead of the controversy about the 'tuck it' bathing suit, they're involvement with an organization which specifically targets children on sexual issues has brought it to the forefront. It was a decision made with the same haughty attitude by DEI executives, a la, the Bud Light marketing exec, and it is costing them. People are simply tired of trying to make weirdness mainstream. Advocating for the targeting of children made it dark. 

Kevin O'Leary: Target's Pride merch decision was a 'huge mistake' after losing billions in market value | Fox News

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