This Tuesday, Target Corp joined a long list of companies who expressed opposition to the recently passed North Carolina bill that requires transgender people to only use public restrooms that correspond to their birth sex.
“We welcome transgender team members and guests to use the restroom or fitting room facility that corresponds with their gender identity,” said the retailer in its statement yesterday. “Everyone deserves to feel like they belong. And you’ll always be accepted, respected and welcomed at Target.”
Many other companies and celebrities have already taken a stand on the so-called “bathroom bill.” PayPal even halted the opening of its new facility in North Carolina in protest of the new law.
So far, public reaction to Target’s announcement was mixed, however, with some customers expressing their approval, and others threatening to boycott the chain altogether.
And while the company’s latest move may put it on the right side of history, it may also expose the brand to additional controversy, making it a target for criticism from customers who are not comfortable with the new policy.
For Target’s communications department, this means that it should have its crisis management plan already in place, so that it can respond swiftly to any PR crises that could potentially arise in the coming months, as the result of this bold decision.