On Tuesday, the chain store Target announced that they fully support a federal Equality Act, and these days that means they’re talking toilets.

It’s hard to choose what’s the worst part of the transphobic conversations and discriminatory legislation swirling around America right now. It’s certainly the actual danger it puts members of the transgender community in, as vile rhetoric stirs unreasonable fears in the pearl-clutching masses. But it’s also pretty insane that amongst so many other possible discussions about inclusion, safety, education, and representation, there is so much energy directed at the damn bathroom.

Target is directing its energy in a positive bathroom-related direction, at least. In a blog post they wrote:

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Recent debate around proposed laws in several states has reignited a national conversation around inclusivity. So earlier this week, we reiterated with our team members where Target stands and how our beliefs are brought to life in how we serve our guests...

We believe that everyone—every team member, every guest, and every community—deserves to be protected from discrimination, and treated equally. Consistent with this belief, Target supports the federal Equality Act, which provides protections to LGBT individuals, and opposes action that enables discrimination...

In our stores, we demonstrate our commitment to an inclusive experience in many ways. Most relevant for the conversations currently underway, we welcome transgender team members and guests to use the restroom or fitting room facility that corresponds with their gender identity...

Everyone deserves to feel like they belong. And you’ll always be accepted, respected and welcomed at Target.

This may seem like a bit of opportunistic copy (I’ll admit, they got me feeling feelings there), but a huge retailer like Target making a definitive statement about their bathroom policy can influence a lot in our culture. At the moment, it’s mostly influencing hateful people who leave nasty comments on Facebook:

But it could establish a norm for how other retailers approach the subject—thoughtfully, and with really good deals on the shelves.

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Image via Target.


Contact the author at aimee.lutkin@jezebel.com.