Why are companies committing corporate suicide to promote transgenderism?

Ahead of June’s “Pride Month,” retail giant Target introduced a line of women’s swimwear with “tuck-friendly construction” and “extra crotch coverage.” Posting photos of two swimsuits from the new line, Comedian Chrissie Mayr tweeted: “Thanks to @Target I found the perfect swimsuit for creeping out all the women and children at the pool this summer. Can’t wait to tuck my **** into this little number while sipping a Bud Light!”

Mayr told Fox News Digital, “No real woman would be caught dead in that swimsuit, it’s hideous. It’s exactly what a dude pretending to be a woman would wear. The only thing I’ll be tucking is my money back into my wallet and shopping elsewhere. What an obnoxious virtue signal from Target. And it’s not even June yet.”

Upon hearing about Target’s new swimwear line, Rep. Nancy Mace (R-SC) tweeted, “Bud light: shocks and insults their customers. Target: hold my beer.”

As if the “tuck-friendly” line of swimwear wasn’t enough, the woke retailer has pushed the envelope even further by partnering with UK-based brand Abprallen to design their new merchandise. It turns out that one of the company’s designers, Eric Carnell, a transgender, is “also an outspoken Satanist whose brand features occult imagery and messages like ‘Satan respects pronouns’ on brand apparel.” Other messages appearing on Abprallen clothing include “heteronormativity is a plague,” and “burn down the cis-tem.” Clever, huh?

Is Target trying to alienate its customer base? Did they learn nothing from Bud Light’s recent debacle? The company’s inexplicable decision to partner with transgender influencer Dylan Mulvaney to promote a product that has appealed to working-class, ordinary, and decidedly unwoke people for generations, has resulted in a nearly 25% drop in sales. Damage to the brand has been so massive, the term “bud-lighting” is now being used as a verb.

According to Bump Williams Consulting and NielsenIQ research, sales of Bud Light for the week ended May 13 were down 24.6% compared to a year ago. 

MarketWatch reported on Tuesday that JPMorgan analysts expect U.S. profits at Anheuser-Busch InBev, Bud Light’s parent company, to fall 26% this year. The analysts wrote, “We believe there is a subset of American consumers who will not drink a Bud Light for the foreseeable future.” 

And it was all so preventable. Did they learn nothing from the Walt Disney Company, whose stock price topped $197 per share before management took aim at Florida Republican Gov. Ron DeSantis’ “Parental Rights in Education” bill? Disney shares are currently trading at $89. 

Last week, Disney blamed their current feud with DeSantis for canceling plans to build a $1 billion office complex that would have added 2,000 jobs in the state. But the decision may have had more to do with the company’s sub-optimal financial condition than an effort to hit back at the governor. 

CNN reported that Disney, “along with the broader media industry, is grappling with a difficult advertising environment and a massive writers strike. Earlier this year it announced it would be cutting 7,000 jobs as part of a cost-cutting effort.”

Or maybe their customer base quickly realized they could easily forgo a pricey family trip to a Disney theme park and take a pass on their “inclusive” remakes of our favorite old classics. Just saying.

Not to be outdone, North Face, a company that sells outdoor apparel, released what might be the most cringeworthy ad of them all on Wednesday. In a video that must be seen to be believed, a drag queen in a mini skirt invites viewers to “come out” and celebrate the summer of pride. His name is Patty Gonia. Yes really.

Obsessed with transgenderism as corporate America may be, the fixation on this toxic ideology started with far-Left politicians. During a Friday debate over a bill that would ban sex change procedures for minors and limit abortion after twelve weeks of pregnancy, Nebraska state Sen. Machaela Cavanaugh, a Democrat, went berserk. 

She told her colleagues, “Transgender people belong here, we need trans people, we love trans people. That’s what they’re saying out there.” Over the course of three minutes, she repeated it 30 times. Her voice became louder and angrier with each repetition, until finally, she was shrieking. Several lawmakers walked out as her theatrics continued. Near tears by the end, she shouted, “You matter. You matter. And I am fighting for you. And I will not stop.”

So, why are corporations sacrificing profits and politicians, their dignity, to promote transgenderism? Why must we cater to the 0.7% of people who identify as transgender at the expense of the 99.3% who do not? And why are we celebrating gender dysphoria as a courageous lifestyle choice rather than the mental disorder that it is?

Corporations are in business to maximize shareholder profits. Their collective decision to wade into the culture wars won’t end well. 


A previous version of this article appeared in The Washington Examiner.

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