• by Sarah Mahoney  @mahoney_sarah, April 22, 2016

Men’s’ fitting room? Women’s restroom? Target says it’s up to you to decide, making it the latest national brand to bring consumers face-to-face with the transgender equality issue.

Plenty of companies -- from American Airlines and Deutsche Bank to Wells Fargo and the National Basketball Association -- have recently voiced objections to state laws banning transgender restrooms, even yanking jobs away from states like North Carolina and Mississippi. But Target, with 1,793 stores that put it on the front lines of public restrooms and fitting rooms, is one of the first brands to bring the issue so close to shoppers since North Carolina’s “bathroom” bill vaulted the issue into the headlines last month. (Stores like Macy’s and H&M have had longstanding trans-friendly policies.)

“In our stores, we demonstrate our commitment to an inclusive experience in many ways,” Target says in its announcement. “We welcome transgender team members and guests to use the restroom or fitting room facility that corresponds with their gender identity.”

The Minneapolis-based retailer says the decision is based on its “core belief in inclusivity… It’s something we celebrate. We stand for equality and equity, and strive to make our guests and team members feel accepted, respected and welcomed in our stores and workplaces every day.”

Target, which has said its focus on Millennials is key to its ongoing turnaround strategy, has been outspoken on marriage equality too. Last year, it announced plans to phase out gender-based signs in stores, and it has won awards for its hiring diversity. Experts say this announcement likely adds to its credibility.

“Diversity and inclusion matters to its guests and team members,” says Lisa Manley, EVP at Cone Communications, a marketing agency that specializes in corporate social responsibility. “And LGBTQ inclusion is an issue that has hit a chord for many -- witness all the companies standing up for inclusion in North Carolina, Mississippi and beyond.” Manley tells Marketing Daily that she expects other retailers to follow suit.

Predictably, plenty of Target shoppers are incensed, vowing to take their business elsewhere. Commented one person: “Everyone deserves to feel like they belong. And you’ll always be accepted, respected and welcomed at Target. …Unless, of course, if you think people should use the bathroom of their actual sex. Then Target obviously doesn't accept your opinion or respect it.” Twitter objections ranged more toward fear of sexual predators: “My wife/daughters safety is more important,” tweeted one. “Pander to less than 1% to put real women in danger. Nice marketing move.”

The American Family Association says it will boycott Target. (The Tupelo, Miss.-based organization has frequently boycotted companies it feels are anti-Christian, as has its One Million Moms division.)

Polling suggests Target likely doesn’t have much to worry about, and that its core audience will see the move as admirable. A new opinion survey from Reuters/Ipsos opinion finds that those between 18 and 29 are two-to-one in favor of letting transgender people use the bathroom of their identity. That ratio reverses in people 60 and older, with two-to-one believing that people should be required to use the restroom mandated by their birth certificate. And 44% of all women, also a key audience of Target, favor the less restrictive policy, compared to 39% of men.