Dive Brief:
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Target Corp. will join several other large retailers in officially supporting same-sex marriage by signing an amicus brief opposing the Defense of Marriage Act.
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The public support is in stark contrast to the controversy the retailer stirred up just four years ago. It was revealed then that the retailer had contributed to a Minnesota gubernatorial candidate who was against same-sex unions.
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Meanwhile, Target has also said it will open another smaller-format, urban-based Express store in St. Paul, MN.
Dive Insight:
Target has already worked hard to repair its reputation for being anti-gay, which stemmed from the revelation four years ago that it had contributed to a politician who publicly opposed same sex marriage.
The retailer has developed pro-LGBT benefits policies and designed inclusive, rainbow-themed messages on t-shirts. Getting mixed up in politics can be a tricky thing for retailers, who risk alienating consumers on both sides of any issue. A group against gay marriage has already protested Target’s joining the legal support brief, saying it would alienate many of its customers.