One week after Target removed some of its Pride Month-related merchandise following controversy, the retailer is facing renewed criticism by LGBTQ+ advocacy groups that include the Human Rights Campaign.

The new calls for action come a day before Pride Month begins from more than 100 organizations such as GLAAD, Family Equality and National LGBTQ Task Force. They follow a request last week by the Human Rights Campaign for Target to “stand firm in support for LGBTQ+ community” and “reject threats from conservative extremists.”

Target last week blamed “volatile circumstances” that affected the safety of its employees as the reason for the removal of products, but was subsequently criticized by LGBTQ+ advocates. The Minneapolis-based chain said last week that it has offered Pride merchandise for more than 10 years.  

The organizations are asking that Target release a public statement within 24 hours to reaffirm its commitment to the LGBTQ+ community, return the removed Pride merchandise to the selling floor, and also ensure the safety of its employees.

“At this moment, it’s critical that Target champions equity and inclusion as it has for over a decade,” read a press release from the Human Rights Campaign on Wednesday. The release noted that Target was recognized for “outstanding commitment to DEI” last year by the Executive Leadership Council. “It’s time to prove the recognition was earned,” read the release.

Read more: Pride Month guide for brands

A Target spokeswoman did not respond to a request for comment. Last week, the retailer said its “focus now is on moving forward with our continuing commitment to the LGBTQIA+ community and standing with them as we celebrate Pride Month and throughout the year.” Pride-themed items were still available in some stores and online.

As June 1 marks the beginning of Pride Month, many brands are caught between “anti-woke” voices, invigorated by actions such as a boycott of Bud Light for its use of transgender influencer Dylan Mulvaney and Target’s removal of Pride products, and LGBTQ+ supporters, worried about a growing number of laws and incidents targeting their community. Experts expect a quieter Pride Month as companies fear boycotts and backlash from all groups of consumers.

After Anheuser-Busch InBev’s Bud Light declined to engage with the Human Rights Campaign over its handling of the Mulvaney campaign, which included the leave of a brand marketing executive, the group suspended AB InBev’s score on its Corporate Equality Index, which rates companies for their LGBTQ+ employee policies.

Target earned a 100 on the organization's 2022 Corporate Equality Index. 

A spokesman for the Human Rights Campaign noted Target’s decade of LGBTQ support. “It doesn't make sense that Target executives would allow bullies to run their business now,” he said in an email.