Target Begins Mutualist Message

Target has begun a new campaign focusing on how it gives back to the community. They are now contributing 5% of their income (averages US $3 million a week) to various causes. They apparently learned their lesson from the debacle in 2004 of banning the Salvation Army from their stores; not-so-ironically one of the non-profits they are now in partnership donating to. The press they received was very destructive and I am sure this metamorphosis of giving back to communities is part of that response.

They also are focusing on creating green construction with energy efficiency, water conservation and recycling materials. They just started their campaign demonstrating their mutualist message and it is getting very positive press as well as providing a differentiation from their competitor Wal-Mart who is seen as an anathema in many communities.