The whole deal about Target has “blown up” my social media newsfeed over the past week. It has made me ponder my stance on this historical social dilemma and what I should say and the amount I speak of it. After continually seeing “both sides” (I understand this isn’t a black & white debate) here is my conclusion: The Target organization, as a business trying to gain valuable space in a difficult market, has impressed me. Let me explain:
It was easy to think that targeting less than 5% of the population with this adjustment was organizational suicide. I have since then sang a different tune. This is one of the smartest decisions to which they could come based on the lay of the land. See, they’re not targeting a limited slice of the population as it first appears. They’re targeting a portion of the United States who wants to ride in the middle between their moral beliefs and not upsetting anyone. These are “wishy washy worshipers” (those who lack the zeal to fight a dilemma such as this on a grandiose scale), which means, unfortunately, their target is a pretty big one to hit. They are aiming at the individuals who will communicate vocal slander against their business on social media causing free publicity but will still run into the store and grab diapers for their children because Target has successfully reached the pinnacle of “top of mind awareness” through this stance.
For us Christians, how can we be as good as Target? How can we be so bold in our attempt to fulfill our mission statement? Their mission statement of, “to make Target the preferred shopping destination for our guests by DELIVERING OUTSTANDING VALUE, CONTINUOUS INNOVATION…” (emphasis added) is something that will pass away at the end of this life. Our mission statement of making disciples of all nations carries much more eternal weight. So why is it that it’s so easy for Target to hit their goal of top of mind brand awareness while the creator of the universe sits on His throne spitting out lukewarm Christians who are embracing this world? Ah, I just answered my own question: we are too busy embracing this world.
Final conclusion: Before I become the pastor who loses his career because of controversial comments that some deem, inappropriate and unbiblical, know that I will most likely not shop at Target because I always have to use the restroom while shopping, and it wouldn’t look too appropriate for the pastor to follow a lady into the restroom. That is not a picture I want wandering its way through the internet. More specifically, I do not like this decision as a moral one, but at this moment their business decision will prove fruitful until America is once again filled with individuals who let their light so shine instead of being the lack luster individuals into whom they’ve turned.