Conservatives Aim to Expose Target’s Promotion of Wokeness Using Shareholder Activism”


In a bold move against what they see as corporate America's slide into "wokeness," conservative activists are targeting retail giant Target through shareholder activism. This initiative aims to push back against the company's progressive policies and marketing strategies, which have increasingly embraced social justice themes and LGBTQ+ inclusivity.

The strategy involves purchasing shares in Target to gain a platform at shareholder meetings, where activists can voice their concerns directly to the company's executives and other shareholders. By leveraging their positions as shareholders, these activists hope to influence company policies and steer Target away from practices they consider politically and socially divisive.

Carl DeMaio, chairman of Reform California, is at the forefront of this movement. He criticizes Target for prioritizing progressive causes over the interests of their broader customer base, which he argues includes many conservative consumers who feel alienated by the company's policies. DeMaio stated, "It's outrageous that a company like Target, which relies on middle America for its business, is promoting these radical woke agendas that go against the values of so many of their customers".

The activists' grievances with Target are multifaceted. They argue that the company's marketing campaigns, such as those featuring pride-themed merchandise and inclusive advertising, are not just about representation but are a part of a broader left-leaning agenda. Additionally, they criticize Target's support for various social justice initiatives, viewing these actions as political statements that have no place in corporate policy.

This campaign against Target is part of a larger trend where conservative groups use shareholder activism to challenge corporate America's shift towards progressive values.

This approach has gained traction in recent years as activists recognize the potential of shareholder meetings as platforms for effecting change. By pushing for transparency and accountability, these activists hope to curb what they see as unnecessary political overreach by corporations.

Shareholder activism has proven to be an effective tool in various sectors. Historically, it has been used to push for better corporate governance, more efficient capital allocation, and other financial improvements. However, its use in the cultural and political realms is relatively new and represents a significant shift in how activists engage with corporations. This tactic allows them to hold companies accountable from within, using the same corporate mechanisms that have traditionally been the domain of financial stakeholders.

The outcome of this conservative activism campaign remains to be seen, but it underscores a growing divide in corporate America. As companies increasingly take public stances on social issues, they face backlash from segments of their customer base who feel excluded or opposed to these positions. For Target, this activism poses a challenge to balance its commitment to inclusivity with the need to maintain broad customer support.

Target has not yet responded to these latest activist efforts. However, the company's previous statements emphasize their commitment to diversity and inclusion as core values. Whether this new wave of shareholder activism will force a change in these policies or simply highlight the deepening cultural divides within the U.S. remains an open question.


  1. Doesn’t matter what Target does, I will never shop there again, even if every Wal-Mart, Sears, J C Penney, Dollar General, and any other store in the country closes. I refuse to shop at a store that would allow a man to use the same restroom as my wife and I can’t complain about it – or shoot him.


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