Americus Reid
Appearances
WSJ What’s News
Boycotting Target, Part 1: How It Doubled Down on DEI, Then Backed Off
It points to the importance of you spend so much time and effort trying to create that brand and how it can so easily be undermined if you make some mistakes. It's sort of like this idea that, you know, trust is formed in droplets, but can be lost in bucketfuls.
WSJ What’s News
Boycotting Target, Part 1: How It Doubled Down on DEI, Then Backed Off
If it turns out that you're not going to stand up when it's time to be pressure tested around, well, is this really your mission and vision? So to backtrack is basically saying that you're a liar. And it's probably going to emotionally hit a lot of consumers in a way that says, you know what? I'm going to potentially boycott this brand.
WSJ What’s News
Boycotting Target, Part 1: How It Doubled Down on DEI, Then Backed Off
The general consensus in the research is that you either have to stay out of it completely Or you have to be all in no matter what. And I think the big mistake for Target really was kind of going in and presenting itself, hey, we are advocates of DEI and the policies that are associated with it. And then pulling back and saying, okay, well, wait a minute, maybe we're not.