Target Just Took a Surprising Step Toward Embracing Gender Fluidity

Target Just Took a Surprising Step Toward Embracing Gender Fluidity
Source: AP
Source: AP

Retail giant Target announced in a press release on Friday that it will begin to eliminate gendered advertising for many of its products.

"In some cases, like apparel, where there are fit and sizing differences, [gendered advertising] makes sense," the company wrote. "In others, it may not."

"Historically, guests have told us that sometimes — for example, when shopping for someone they don't know well — signs that sort by brand, age or gender help them get ideas and find things faster," they added. "But we know that shopping preferences and needs change and, as guests have pointed out, in some departments like Toys, Home or Entertainment, suggesting products by gender is unnecessary."

"We heard you, and we agree."

Target says that it will begin by identifying which areas of its stores they can begin to remove gendered advertising from, including "the use of pink, blue, yellow or green paper on the back walls of our shelves" and suggestions on which gender specific bedding is appropriate for.

In a blog post, author Melissa Atkins Wardy wrote, "This change is a step towards removing gender limitations in childhood, but when one of the world's largest retailers does this, the ripple effect will be significant ... This change will play a role in shifting the way kids see themselves as consumers and will help to shift the way adults see the role of gender in childhood."

h/t io9

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Tom McKay

Tom is a staff writer at Mic, covering national politics, media, policing and the war on drugs. He is based in New York and can be reached at tmckay@mic.com.

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