Target's Fighting Sexist Stereotypes One Sign at a Time

Target just announced a groundbreaking organizational change to their stores, proving that even the smallest of efforts can make a large impact in the fight toward gender equality.

In light of viral criticism from customers highlighting unnecessarily gendered store items, Target has decided that sexist labeling serves no place on their sales floors, particularly where impressionable and innocent children are concerned. Thanks to the activism of some, Target is ridding itself of the harmful gender stereotypes that both consciously and subconsciously affect us all. Specifically, the company is working toward removing gender-based signage from the Toys, Home and Entertainment sections of the store. This effort will include eliminating any stereotypical labels and display set-ups—concerning both color and interest-based gender divisions—from store sites.

In a recent blog post detailing this decision, Target thanks its guests for "challenging [them] to get better.""We heard you," Target states, noting "we never want guests or their families to feel frustrated or limited by the way things are presented."

Such adjustments are long overdue, but a quick scroll through the blog post's comments section proves we've still got a long road ahead of us. Commentator Karla Oquin writes, "So sad that Target has chosen to be so [politically] correct. Target, you have lost my business." But why exactly do so many believe that respecting the identities and interests of all is "so sad?" 

And the overarching culprit of backlash against promoting gender equality? Misinformation. One commentator, Mary Chiotti Sting, argues, "Does Target not understand the MAJORITY of people are NOT part of the LGBT society??? Bye, bye Target!" 

Like Mary, many are mistakenly conflating gender equality with somehow promoting the adoption of an LGBTQ+ identity. This, of course, is ridiculous, as Target's goal is clearly not to convert all children into some particular orientation! Yes, LGBTQ+ shoppers are being acknowledged with this decision (Thank goodness! Why shouldn't they be?), but to say that gender equality is an issue only for those who fall outside of the traditional gender binary demonstrates an extreme misunderstanding of the movement toward abolishing sexism. Sexism is everyone's issue. All children, regardless of their orientation, will benefit from these changes, as our nation (slowly) works toward abolishing sexist stereotypes about what "girls" and "boys" can and cannot do and enjoy.

Additionally, a surprising amount of commentators are arguing that these labeling alterations will have no effect on children, claiming it's just a small group of overly-PC parents pushing for unnecessary changes. But when so much of childhood is unfortunately based on desperately trying to "fit in," how can we truly believe that labels don't matter? When a young girl is looking to blend in with her peers, the easiest access point may just be to adopt the labels society endorses. Searching for a young identity, children seek guidance from the world around them, and if that world is saying "blue is for boys," you'll be hard-pressed to find a child confident enough to break through those boundaries and risk the chance of exclusion—in fact, an attraction toward items labeled for the "opposite" gender might even result in unnecessary guilt and embarrassment. To eradicate these unnecessary barriers, it is vital that we as a society stop guiding children toward the most limiting ends of an enormous spectrum and start allowing children to feel confident in their own skin, whatever that may entail. 

By eliminating sexist and arbitrary labels— labels based on antiquated and inaccurate descriptions of gender-based interests, which studies consistently show are very much implanted by society and not inherently present—Target's decision may very well impact children. It may allow them to see themselves outside of a binary lens, and reduce the pressure of conforming simply because it's the "norm." Isn't it a good thing that kids will feel less discouraged from widening their toy bins? We think so!

Of course, it's important to note that not all responses to Target's progressive decision are negative. Commentator Paul Clark commends, "Fantastic I am very proud of you. Leading the way. Standing against the bullies and the silly obsolete sexist stereotypes. This is an act of great kindness," while commentator Kara Guizar won't let any negativity deflate her excitement: "Literally rolling my eyes at all the haters. Good on you, Target."

If there's one thing we can learn from Target's choices, it's that there's still a boatload of progress to be made. But at least now, for Target shoppers, a little slice of sexism will no longer be enforced.