Target has taken a huge hit since May and its controversy with marketing “tuck-friendly items,” as well as LGBTQ+ items aimed toward children and clothing by someone who claimed he was a Satanist.

That did not go well for them, as they dealt with the “Bud Light” effect.

The company has faced huge losses; at one point, it had lost $15 billion in market cap. It was over $74 billion before the controversy, and it’s at $60.3 billion now. Target also received multiple downgrades, and part of the reason listed was the “recent company controversies” as well as “diminishing store traffic.”

Now they’re also facing a lawsuit by a shareholder, filed on Tuesday, alleging that the toadying to the radical left has cost shareholders billions.

AFL, along with co-counsel Boyden Gray PLLC and Lawson Huck Gonzalez PLLC, filed the lawsuit against Target and its board of directors on behalf of Brian Craig, a Target shareholder, for “betraying Target’s customers and shareholders with misleading representations about its Environmental, Social, and Governance (ESG) and Diversity, Equity, and Inclusion (DEI) mandates, and for causing Target shareholders to lose billions of dollars.”

AFL indicated that Target’s 2022 and 2023 Proxy Statements assured shareholders and investors that the board was monitoring for social and political issues and risks arising from the company’s ESG and DEI mandates.

“However, management only cared whether its leftist ‘stakeholders’ were satisfied, disregarding the possibility that its customers and shareholders might feel differently. Thus, in May 2023, Target embraced the radical transgender agenda with its children-and-family-themed ‘Pride’ marketing and sales campaign – the corporation’s infamous ‘Pride’ collection included clothing for young children… this predictably caused more than a $12 billion collapse in share value, the largest stock price decline in over 20 years,” the group wrote when announcing the suit.

“Target’s management has misled investors, assuring them that the corporation oversees social and political issues and risks to protect shareholders, when behind closed doors, it works for its extremist hard-left ‘stakeholders’ at the expense of its customers and shareholders,” AFL continued. “For far too long, large corporations have recklessly pandered to the left and ‘bent the knee’ to serve the woke elites. Today, however, America First Legal says enough is enough.”

In May, shares were trading at $160; now they’re trading at $130. That’s a huge hit.

So has Target done anything since to try to get the customers back, or have they gone the Bud Light route?

After taking such a hit, they’re making a desperate move trying to entice more people back to their store — by offering them “Drive up” Starbucks at their stores. You drive up, and they’ll run out the drinks for you. They’re hoping that will draw more people, and I suppose then people wouldn’t go in and see whatever political display that they might have in the store this week.

It may get some people who like the convenience. “We’ve continued listening to our guests,” Target executive Mark Schindele said.

But the thing is, if they’re turning off people by their woke behavior, I don’t think wedding themselves even more obviously to another woke company like Starbucks and advertising it like this is going to help them. Indeed, it only tends to reinforce that they’re not assessing the lost customers correctly. No, you’re not truly “listening to your guests,” because if you were, that wouldn’t be what you would do to try to resolve the problem. So it’s rather hilarious that they take this position on the Starbucks move.

Target dug themselves a big hole, and I don’t think they’re getting out of it so easily.