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Target CEO admits policy announcement was huge mistake

Thursday, April 6, 2017 @ 9:22 AM
Target CEO admits policy announcement was huge mistake
"Target didn't adequately assess the risk, and the ensuing backlash [AFA boycott] was self-inflicted." - Target CEO Brian Cornell

A very damaging article just out from the Wall Street Journal clearly shows that Target CEO Brian Cornell regrets his company's policy announcement welcoming men to use women's restrooms and dressing rooms.

According to the article, Mr. Cornell expressed frustration about how the bathroom policy was publicized without his permission or knowledge, and told colleagues he wouldn't have approved the decision to flaunt it with a public statement that is still on Target's website today.

"Target didn't adequately assess the risk, and the ensuing backlash [AFA boycott] was self-inflicted," he told staff.

You can read the entire WSJ article here, but be aware that it requires a subscription. Copyright laws prohibit AFA from providing the entire article to you.

The WSJ article explained that Target headquarters sent an internal memo to store managers reiterating its official stance on men using women's facilities. On April 15, 2016, a group Target calls its "risk committee" emailed executives informing them of a plan to post that message publicly. Mr. Cornell wasn't among the recipients of that email.

At least two of Mr. Cornell's lieutenants approved the post, including Target's chief risk officer, Jackie Rice, and its chief external-engagement officer, Laysha Ward.

AFA agrees with Mary McCandless, a shopper in Winston-Salem, N.C. who told the WSJ, "Target picked a side and pretty much said to the rest of us that we don't matter." The 56-year-old financial analyst said she quit using her Target credit card and shifted most shopping online. "At least I don't have to worry about using the bathroom on Amazon.com."

Inside the company, executives predicted the backlash would die down. It didn't, and foot traffic inside stores declined significantly in the months following AFA's boycott announcement.

Since the boycott started, Target's stock has lost 35% of its value, and shuttered plans for major expansion projects.

Together we are making an unprecedented financial impact on a corporation whose policy is to allow men to use women's restrooms and dressing rooms. Target's decision is unacceptable for families, and their dangerous and misguided policy continues to put women and children in harm's way.

It is urgent the Target boycott reach 1.5 million signers by the end of April. At that point, I will personally return to Minneapolis with an additional 500,000 names. I will then discuss how Target can invite 1.5 million AFA supporters back to their stores by having a common sense bathroom and dressing room policy that links use of these rooms to a person's biological sex.

Help us reach the 1.5 million signature mark.

If you haven't signed the boycott pledge, please sign it today!

If you have signed the pledge, please forward this email to your family and friends.

Most important: Share this information with your Sunday School class and encourage them to sign the pledge at www.afa.net/target.

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