Thank you, Target
Originally published at tgeller.com. Please leave any comments there.
Target will stop separating toys and bedding into girls’ and boys’ sections.
(Target's original statement.)
This is a very big deal, and represents more courage than people will likely realize.
Besides standing up against their customers -- and some customers will be upset -- they're also standing against the manufacturers who pay big bucks in "slotting fees" to get their products on preferred shelving. For some, this means a big section in the "boys'" or "girls'" aisles.
Target may lose money for doing the right thing -- in the short run, at least. But it's important. Thank you, Target.
To those manufacturers, I ask that you give the new arrangement a chance. There are many ways to identify and develop affinities among your youngest consumers and their parents. Gender-based assumptions are lazy shortcuts; a bit of creativity, I believe, will let you speak more directly to the needs and identities of today's youth. Ultimately, this change will benefit you.