Target Officially Comes Out For Gay Marriage Nationwide


Will the decision backfire with Faith Driven Consumers who spend $1.75 trillion annually?

As the battle for same-sex marriage moves state-by-state across the nation, gay rights activists received a boost yesterday when Minneapolis-based Target publicly stated its support for redefining the institution by signing onto a court brief in a pending case involving marriage in Wisconsin and Indiana.

While corporate support for the gay, bisexual and transgender political and social agenda has played an influential role in shifting the culture away from the traditional and biblical understanding of natural marriage, Target had previously resisted pressure from pro-gay advocates to embrace same-sex marriage in its home state of Minnesota during a failed 2012 referendum campaign to define marriage in the state constitution as the union of one man and one woman.  Following this defeat by voters for natural marriage, gay marriage became legal in Minnesota through the legislative process in 2013.   

Given that same-sex marriage had already become law in Minnesota, Target’s decision yesterday to support same-sex marriage beyond the state signals a clear corporate call for the redefinition of marriage nationwide. For Faith Driven Consumers, this shift offers an opportunity to reconsider the degree to which we will support a company that supports an agenda contrary to biblical teaching and threatens the cherished religious freedom that America was founded upon.

What would happen to Target’s bottom line if Faith Driven Consumers nationwide decided to shop with other retailers that more closely reflect our biblical values and worldview?  Here, a comparison of the respective size and annual spending power of the gay and Faith Driven Consumer market segments supports predictions by some pro-family advocates that Target’s decision will backfire. Research indicates that Faith Driven Consumers comprise 15% of the U.S. population and spend $1.75 trillion annually—compared to the $830 billion spent by the less than 3% of the population that self-identifies as gay, lesbian, bisexual or transgender.

Does Target’s decision to support same-sex marriage nationwide impact how you plan to steward the dollars entrusted to you by God? 

Let us know what you think and check out our review of Target here.

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