Target has actively promoted LGBT content including controversial 2023 children's merchandise. Has pulled back on DEI but maintains progressive values. 28/100 Caution.
Target has been among the most proactive major retailers in LGBT advocacy. In 2016, Target made headlines announcing transgender bathroom and fitting room policies allowing customers and employees to use facilities matching their gender identity — a policy that led to a sustained boycott. In 2023, Target's LGBT Pride merchandise line drew intense backlash when it included "tuck-friendly" children's swimwear and merchandise from a Satanic-themed creator. Target pulled some items under consumer pressure.
In early 2025, following the broader corporate retreat from DEI initiatives, Target announced scaling back some DEI programs. This responds to shareholder and political pressure rather than a genuine shift in corporate values. The underlying progressive corporate culture remains. Christians should evaluate Target's current practices rather than assuming the DEI announcement represents fundamental change.
For Christians preferring companies with better-aligned values: Walmart (mixed but less activist), Chick-fil-A, Hobby Lobby for craft supplies. The practical reality: avoiding every company with progressive values makes daily commerce nearly impossible. See our Christian Companies Guide.
For coverage of Target's recent DEI policy changes, see Forbes on Target's DEI changes.
Christians are called to be in the world but not of it (John 17:14-16). Practical discernment questions: What content is being amplified and normalized? What is the cumulative effect of sustained exposure on your values and worldview? Is the content consistent with Philippians 4:8? Score: see full guide.
See our Biblical Discernment Guide. The Gospel Coalition and GotQuestions provide thorough evangelical analysis.