Target has come under fire for its pride-themed clothing line for children and for partnering with a designer who features Satan and hate for heterosexual people in his work. These recent decisions have caused customers to push back with their wallets. Target has since reached its lowest stock price since the pandemic, taking a $12.7 billion drop in market capitalization.

As wokeness increases, so does resistance to it. Will corporations pause to evaluate their shareholders and their bottom line? Since a small but vocal minority easily sways companies, it will take a large, unified pushback to send a strong message. Will this be another Bud Light moment, or does Target care about the fallout?

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