Ch. 14: Psychographics of Target Consumers

 

Target is addressing the changing values and lifestyles of its consumers in several ways. On its website, Target speaks about its climate goals, its social issues goals, and its corporate social responsibility.

 

Pictured above is a graphic from Target's website that speaks about the specific actions they are taking as a company to address climate change. This appeals to Target consumers, such as millennials, who  increasingly value the impact of their own carbon footprint and think of themselves as environmentally conscious.

Additionally, from their article referenced below, Target is also addressing the inequitable treatment of certain races and classes in the United States, which has been increasingly on the minds of many Americans, largely brought to the forefront of the Cultural Milieu of the country by the Covid-19 pandemic. 

Here’s How Target’s Helping Create 1 Million Jobs for Black Americans Over the Next Decade

The way Target addresses the psychographics and values of its consumers as compared to Walmart is laid out in the video below:

As the video suggests, Target consumers value Hedonism and Individualism, as evidenced by Target's attention to detail in their elaborate displays, their commitment to creating a comfortable environment which includes coffee shops and food, and their vast and varied product assortment.