We're sunsetting PodQuest on 2025-07-28. Thank you for your support!
Export Podcast Subscriptions
cover of episode What the Target Boycott Says About the Power of Consumers

What the Target Boycott Says About the Power of Consumers

2025/5/28
logo of podcast KQED's Forum

KQED's Forum
AI Deep Dive AI Chapters Transcript
People
A
Alex Ossola
A
Alexis Madrigal
A
Amanda Mull
A
Americus Reed II
J
Jordan
一位在摄影技术和设备方面有深入了解的播客主持人和摄影专家。
L
Listener
L
Louisa
Topics
Alexis Madrigal: Target的业绩不如竞争对手，股价下跌，部分原因是消费者对其在多样性、公平和包容性（DEI）措施上的倒退感到不满。虽然组织性的抵制活动起到了一定作用，但更重要的是围绕Target品牌的氛围发生了变化，许多人出于自身价值观的考虑而停止或减少了在Target的购物。 Alex Ossola: Target在1月底改变了一些多元、公平和包容的目标，并推出“归属感在Target”的政策，引发了全国各地的抵制活动。其中一个大型抵制活动是由Jamal Bryant牧师领导的Target Fast，该活动提出了一系列要求，包括Target兑现之前承诺的向黑人企业投资20亿美元的承诺。我们的报告显示，很多人确实改变了他们的购物习惯，并对Target改变DEI政策感到失望。 Amanda Mull: Target比其直接竞争对手更容易受到消费者情绪变化的影响，因为它倾向于吸引稍微富裕的消费者，并且消费者基础比沃尔玛或亚马逊小。当人们担心经济不稳定时，他们更有可能选择更便宜的商品，从而放弃在Target购物。此外，Target的消费者通常更富裕，受过大学教育，居住在郊区或城市，并且更有可能是女性，这些消费者更有可能对当前的情况格外关注。当Target决定放弃一些吸引不同消费者群体的措施时，它会面临消费者反应的严峻挑战。 Americus Reed II: 大多数抵制活动并不奏效，需要大量的消费者能量和媒体报道才能真正影响公司的底线。Target花了大量时间讲述自己的故事，并表明自己相信某些意识形态观点。当公司与消费者建立关系时，如果公司违背了自己的价值观，消费者会感到背叛和愤怒。这种情感能量可以推动抵制活动长期持续下去。公司可以选择将其品牌与意识形态观点联系起来，但必须全力以赴，如果公司试图取悦所有人，或者试图在两者之间走钢丝，那么就会面临风险。 Jordan: 我正在抵制Target，因为我对Target撤回多元化、公平和包容性承诺感到不安。我不会在Target购物，直到他们纠正这些变化。Target减少了对黑人大学的资助，并放缓了对大学的奖学金项目资助。 Louisa: 我一直在抵制Target，而且我认为我永远不会再回去。我已经习惯了不在Target购物，并且已经努力在当地寻找产品，这让我觉得我永远不会再回去。 Listener: 抵制Target似乎是左派中的一小部分人试图说服我们进行纯洁性测试，这种测试考虑不周，不太可能促成任何有意义的改变。Target似乎比其他公司在安抚左倾事业方面做得更多，然后受到了一些顾客的抵制，所以他们调整了回应。问题是，他们是否仍然比竞争对手做得更多，以及在Target购物的替代方案是什么？

Deep Dive

Chapters
Target's recent sales drop, partly attributed to boycotts over its DEI policy changes, sparks discussion on consumer power and the effectiveness of boycotts in today's economy. Experts weigh in on the factors influencing the boycott, its impact, and the role of consumer sentiment in corporate decisions.
  • Target reported a 3.8% sales drop and lowered its earnings targets.
  • Boycotts, both organized and informal, contributed to Target's sales decline.
  • Experts debate whether organized boycotts or overall brand perception shifts were more impactful.

Shownotes Transcript

Retailers are now facing a lot of headwinds, including tariffs and a drop in consumer confidence. But for Target, once affectionately known by customers as Tar-jay, a consumer boycott in response to the company’s decision to drop some DEI initiatives has been an added drag. In its most recent earnings call, the retailer reported a 3.8% drop in sales and lowered its earnings targets for the year. Consumers have long channeled their buying power to express political beliefs, whether it’s selling their Teslas, avoiding a certain retailer, or goods from a particular country. We look at the power of the consumer boycott, and why this one seems to be working.

Guests:

Amanda Mull, columnist, Bloomberg; Wrote the column “Buying Power” on American consumerism.

Alex Ossola, host/producer, Wall Street Journal; Ossola's most recent podcast is called "Boycotting Target".

Americus Reed II, professor of marketing, The Wharton School, University of Pennsylvania

Learn more about your ad choices. Visit megaphone.fm/adchoices)