In an unexpected move that has left the retail industry buzzing, Target CEO Brian Cornell has admitted that the company may have overstepped in its attempts to be socially conscious. In a candid statement, Cornell conceded that “the company is too woke,” marking a departure from the retail giant’s recent efforts to align itself with progressive social causes.

Known for its comprehensive merchandise offerings and affordable prices, Target has built its reputation as a family-friendly store, a go-to destination for everything from household goods to fashion to groceries. Over the past few years, however, the brand has also been in the limelight for its pronounced stance on social issues, making a concerted effort to appeal to a more ‘woke’ customer base.

From gender-neutral toys to “tuck-friendly” swimsuits, Target has time and again showcased its commitment to inclusivity and diversity. This year, it took things a step further by prominently featuring Pride merchandise in stores nationwide and expanding its range to include products designed with various gender identities in mind.