Dupage Policy Journal

Shannon Adcock, founder of Awake Illinois, said that following backlash over Target's 2023 Pride collections and the absence of a section honoring those who died protecting America, the company adjusted its displays accordingly.

"Two years ago, Target got the message," said Adcock.

In 2023, Adcock mentioned she had to traverse much of the store to reach the family-friendly Magnolia product line at the back, while Pride displays focusing on children's sexuality were prominently featured. She noted there were few products honoring military heroes. Adcock shared a video illustrating items she claimed Target was using to target children with sexualized products. She also observed fewer than five red, white, and blue items leading up to Memorial Day. The video encouraged consumers to "prune your pocketbook this June" and express their opinions to retailers through their purchases.

Screenshot of Shannon Adcock's May 25 post on X | X

According to PR Week, Target ended its diversity, equity, and inclusion (DEI) programs in January following multiple executive orders on DEI signed by President Trump. The company also ceased submitting reports to the Human Rights Campaign’s Corporate Equality Index and other initiatives. PR Week further reported that Target pulled Pride merchandise from store shelves and online stores after employee safety concerns arose due to transphobic backlash. Public reaction and boycotts have impacted the retailer’s performance. Fortune reported on May 21 that Target’s total sales fell nearly 3%, with comparable sales down 3.8%. CEO Brian Cornell attributed these declines partly to reduced consumer spending on discretionary items.

Adcock is the founder and president of Awake Illinois, a nonprofit organization established in May 2021 advocating for parental rights, educational transparency, and civic engagement. Born and raised in Illinois, she graduated from the University of Illinois in 2002 as the first woman in her family to earn a college degree. Residing in Naperville with her husband of 20 years and their three children, her community involvement includes serving on the PTA and leading local fundraisers. Her activism began during efforts to reopen public schools amid the COVID-19 pandemic. She established Awake Illinois as well as Awake Americans, a nonprofit aiming to empower citizens through advocacy and encourage courageous conversations.