Target faces backlash on stance on transgender bathrooms

Target Chairman and CEO Brian Cornell speaks to a group of investors, Wednesday, March 2, 2016, in New York. Targets annual meeting comes as the discounter is making progress in reinvigorating its business and winning back shoppers under Cornell, CEO since August 2014. (AP Photo/Mark Lennihan)
Target Chairman and CEO Brian Cornell speaks to a group of investors, Wednesday, March 2, 2016, in New York. Targets annual meeting comes as the discounter is making progress in reinvigorating its business and winning back shoppers under Cornell, CEO since August 2014. (AP Photo/Mark Lennihan)

NEW YORK — Target is facing increasing criticism for its transgender bathroom policy.

Two weeks ago, the Minneapolis-based discounter said customers and employees can use the restroom or fitting room that "corresponds to their gender identity." The policy announcement came amid a national debate over whether to restrict transgender people to using public bathrooms that match the sex listed on their birth certificate.

One online petition started by a conservative group called The American Family Association calls for a boycott of Target stores and already has more than 1.1 million people signed up. Other petitions have come out in support of Target.

Customer surveys from two research firms separately show that Target's reputation has taken a hit, although experts say it's too early to gauge the effect on the company's business.

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