Challenge and Support What did we get ourselves into?

An Open Letter to Target (and every other retail store in the country)

Before I even begin, I want to give you a point of reference so that you might better understand my concern. This picture surfaced on Twitter, courtesy of @cindykane, and it disturbs me greatly.

First and foremost, I want you to understand that yes, I recognize that you are a business and your first responsibility is to your shareholders. That's fine. If you could take some social responsibility into account as you make your decisions, though, that would be fantastic.

Here's my concern: ping-pong balls, Solo cups, and a collapsable table are not, by any stretch of the imagination, what I, and countless other student development professionals would call "college essentials." To advertise, albeit not outright, that drinking games are a staple of a college education, you are mocking, and cheapening the value of the college experience for thousands of students around the world.

Furthermore, and correct me if I'm wrong here, but advertising for college supplies is generally targeted at new college students. Face it, by the time your second year of college rolls around, you have a firm grasp on what is and isn't needed in your residence hall room or apartment. By the time you're 21 years old and a Junior or Senior, you definitely don't need anybody pointing you in the direction of "what you need for college" anymore. By your advertising beer pong equipment on a back-to-school endcap, you are, in my opinion, targeting first-year, and therefore underage students.

As a student affairs professional, this one, seemingly innocuous endcap has been viewed, as @cindykane very appropriately put it, a "slap in the face to goals of higher ed".

It is silly for me to expect you, as a corporation, to mimic the goals of the Higher Education/Student Affairs community. It is not, however, that far-fetched of me to ask that you, as a corporation with a great deal of influence on your customers, to consider your social responsibility and the audience to whom you are selling your product.

We have a hard enough time educating students on healthy behaviors, misleading college stereotypes, and misguided expectations of the college experience. We don't need you perpetuating these illusions by encouraging binge drinking by under-age students.

Social responsibility is easy to overlook as a large corporation. Don't buy into the illusions of the college experience. Don't perpetuate the "Animal House" myth. Help to make the college experience better, more meaningful, and successful for this year's incoming class of students. Don't set them off in the wrong direction with inherently unhealthy goals and expectations.

Signed,

Erik Bates (and, I'm sure, several hundred other student development professionals, parents, and students)