Target Officially Comes Out For Gay Marriage Nationwide


Faith Driven Consumer

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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  • We are all entitled to our opinion and allowed to have our own personal prejudices and act upon them. But for the life of me I just can’t figure out why the faith driven community wants the rest of the world to conform to their beliefs. It just boggles their mind that everyone does not believe in the biblical principles they do. Well, guess what? That’s the way the world is. People have different beliefs. If your church teaches against same sex marriage, then abstain from that practice if that is your belief. But stop trying to legally impose the law of your religion to everyone else. If I wanted a religion to rule my life there are plenty of countries out there that have state instituted government. Stop worrying about things that really don’t concern your life. Feel free to worship and pray and be faithful to the edicts of your religion but leave everyone else alone.
  • Awesome! Will definetly shop there more! This’ll piss off a bunch of small-minded bigoted christians! Hahaha!
  • Good for them. They’ve got my business. This is progressive thinking
  • First messing with our 2nd Amendment right now attacking our fait. Target doesn’t need my business.
  • I had already stopped shopping when they decided to ask their patrons to not carry a firearm in their store (even though it is legal to do so (with the proper permits) and protected by law). I cancelled my Target card, and have since found smaller local mom-and-pop stores to fulfill our needs. This more recent decision of theirs makes me wonder how their Faith-Driven employees feel, to be working for a company who doesn’t value their beliefs? Or is the argument only one-sided?