Target Updates Breastfeeding Policy, And It's Actually Good

Let's pretend for a moment that Target fitting rooms are this nice. Image: ThinkStock

Are you sick of boobs yet? (Don't answer that.) Everyone, everywhere won't stop talking about them.

And now, Target won't stop talking about them. After receiving criticism for selling shirts that promote rape culture, Target has updated its employee handbook's breastfeeding policies.

“Guests may openly breastfeed in our stores or ask where they can go to breastfeed their child. When this happens, remember these points: Target’s policy supports breastfeeding in any area of our stores, including our fitting rooms, even if others are waiting,” according to the new policy.

Pause. Raise your hand if you've ever worked in retail. Picture the craziest line for the fitting rooms. Imagine you had the power to say to your rudest customer, "No, you must wait until a customer finishes breastfeeding her baby — you vile, smelly, coupon-mongering subhuman." (OK, maybe not the last part.) Still, customers are known to get all kinds of awful and downright bizarre near the fitting rooms. This change? Oh, it's a huge deal.

Anyway, back to Target's policy:

“If you see a guest breastfeeding in our stores, do not approach her. If she approaches and asks you for a location to breastfeed, offer the fitting room (do not offer the restroom as an option). If you have any questions, partner with your leader.”

"Do not approach her." Shouldn't this be a giant DUH? Moving on. Since updating its policy, a Facebook breastfeeding support group called “Breastfeeding Mama Talk” shared the photo on July 12 and has received over 40,000 shares.

“Kudos to Target for their breastfeeding friendly policy,” the caption read below the photo. “Other businesses should take note. Please share this everywhere especially on the Facebook pages of the businesses known to discriminate against breastfeeding!”

OK. So, we're happy that Target is stepping up like this, but, really, how is this still such a big deal? Didn't Justin Timberlake rip Janet Jackson's top at the 2004 Super Bowl to normalize nipples? Come on, America.