I decided to choose Target as the brand/company for my social listening post. I choose it because of the recent controversy over their DEI initiatives, after pledging to promote more diversity, equity, and inclusion (DEI) initiatives in 2022. Target has instead pushed back on its initiatives due to right-wing pressure to change its commitments to hiring diverse candidates and expanding access. People are outraged at this news because, in 2022 Target vowed to “equitable access to career advancement” and “equitable business decisions that increase relevance with diverse guests and support economic inclusivity.” As well as in 2020, Target devoted to improving black representation in the company by nearly 20%. Target has stated that the company will quit participating in all external diversity-focused surveys and additionally assessing corporate partnerships while altering the title of "supplier diversity" to instead "supplier engagement". This is due to Target's leaning into conservative customer demand and lawsuits from conservative legal groups. Though Target is still declaring they are devoted to creating a "sense of belonging for both employees and customers via a commitment to inclusion". In 2023, Target Ceo Brian Cornell stated that emphasis on diversity, inclusion, and equity has boosted companies' growth over the last decade. I became interested in this topic, because it brings an interesting question, on if major companies are only promoting diversity initiatives for profits, instead of trying to be inclusive of other ethnicities. It also intrigued me how a business will change its goals and commitments depending on social and political pressure.
Target's brand promise is to "Expect More. Pay less." Target offers customers quality brands and products at affordable prices. Target commitment welcomes all guests and brings them with ease, inspiration, and joy. Taking care of over 400,000 employees, and empowering them to make a difference in the world. Target claims to invest in opportunities to grow employees' careers, as well as take care of themselves and their families, making a difference for their guests and communities. Committed to serving and strengthening communities target operates in. Investing in sustainable practices that will positively impact the planet and people, generating long-term business value.
Many comments on Target's posts and related videos have been negative, warning others to be aware of the companies you are supporting. As well as to be mindful of the reasons the company is doing this isn't for inclusion but instead profits.
Target doesn't just sell one type of product but instead tries to sell a variety of products including food, clothing, house decor, electronics, toys, etc. On their social media, they are often promoting new clothing they have, or healthy products and snacks people will love and buy from one of their stores. Often using recent news like the Tiktok ban, to stay relevant and show they are a reliable company for all your needs.
Target's marketing is to focus on specific groups of people who are most likely to buy their products/services. They are to improve customer experiences through social media or personalized deals. Staying relevant, engagement, and personalization. By using online shopping to stay relevant and improve stores for improved customer experiences. Engaging on social media with funny comments, and posting relatable content on social media for their audience.
Target does respond to customers, often letting customers know when products are to be back in stock, and shipping time. Often ignoring most negative comments. I think it is a good decision to reply to your customers to explain, showing you care about your customers and helping make their customer experience better.
I wouldn't change my mind about my initiatives, because it shows what you stand for and how you are improving inclusions, regardless of pressure from conservative groups or lawsuit pressure.
I learned a lot about how business will change their minds to improve profits or social pressure. As well as all they do to improve customer experiences. Knowing a brand's values will let you know what the company stands for, helping you make your decision to support them or not. If they align with your own values, helping influence your purchasing decisions, or if they share any values with you.
