Phil Rubin

Target Faces Protests over Political Donation

August 3, 2010

FROM RETAILWIRE:
As several "Boycott Target" groups sprang up on Facebook, Target Corp. on Friday defended its $150,000 donation to a group supporting an ultra-conservative Minnesota Republican gubernatorial candidate who openly opposes gay marriage. Should retailers openly support one political party over another? How big a risk is a consumer backlash from such actions?      [more...]

Fascinating how vocal the BrainTrust is on the topic of retailers making political statements of support.

While there is ample room for cynicism and vitriol, the reality is that companies that have and continue to invest in their brands need to be mindful their views and political leanings. These actions have a direct impact on their brand and their customers' relationships with their brands.

At the same time, companies have a responsibility to their communities--including employees, customers and partners--and what Target and Best Buy have done is alienate specific segments within those communities.