Employees and Experts Say Mandated Smiles Miss the Real Issue
Target, one of America’s most recognizable retail brands, is facing intense scrutiny following its controversial “10-4 Smile” employee policy — a corporate initiative that requires workers to greet customers within 10 feet with a smile, eye contact, and friendly body language. Within four feet, employees must engage with a verbal greeting and “warm, helpful interaction.”
The Minneapolis-based retailer announced the rule as part of a customer satisfaction push after its stock price fell over 30% in 2025, driven by declining sales and ongoing boycotts. But critics argue that the policy does little to address Target’s real problems — a fractured relationship with key customer groups and employee morale issues.
The Smile Rule: Cosmetic Fix or Corporate Disconnect?
According to Adrienne Costanzo, Target’s executive vice president and chief stores officer, the goal of the policy is to make shoppers feel “welcomed and valued.” However, industry observers and former employees say the “10-4 Smile” rule only masks deeper organizational and cultural wounds.
Jarvis DeBerry, writing for MSNBC Opinion, compared the move to “musicians playing while the Titanic sank.” The analogy highlights the company’s misplaced priorities — focusing on smiles instead of repairing trust with employees and customers.
The backlash intensified after Target ended several diversity, equity, and inclusion (DEI) initiatives, which had once made it a preferred shopping destination for Black consumers. The decision, followed by insufficient communication and lack of transparency about community investments, triggered widespread criticism and boycotts led by Rev. Jamal Bryant of New Birth Missionary Baptist Church.
Employee Reactions: Forced Smiles and Hidden Stress
For many employees, the new policy adds emotional strain. Mandating constant smiles, they say, ignores the mental and emotional toll of retail work.
Dr. Allison Wiltz, a psychology Ph.D. and former restaurant manager, told MSNBC that forcing workers to smile could expose them to more customer hostility. “There are people who can be mean to service workers,” she explained. “This gives customers another tool to make their day worse.”
Wiltz’s previous writing on workplace expectations for Black employees sheds light on another concern — that racial and gender biases might influence how managers perceive “genuine” smiles. A 2019 study cited by Wiltz found that white people often misinterpret Black facial expressions, meaning employees of color could face unfair scrutiny.
The Bigger Picture: Morale, Not Manners
Experts agree that Target’s problems go far beyond employee friendliness. As DeBerry notes, “The company isn’t suffering lower sales because its employees are rude, but because it disrespected a significant portion of its customer base.”
Former CEO Brian Cornell had once pledged $2 billion in investments toward Black-owned businesses and $100 million for Black-led community organizations. Yet when Target backed away from these promises, many loyal customers felt betrayed — and sales began to slide.
Between January and August 2025, Target’s stock dropped 28%. Since then, it’s fallen another 7%. Analysts suggest that rather than investing in morale or community rebuilding, the company’s focus on surface-level gestures like the smile policy risks alienating both customers and employees further.
The Human Cost of “Emotional Labor”
Emotional labor — the act of managing emotions to fulfill job expectations — is not new in the service industry. But psychologists warn that enforcing smiles can worsen burnout and mental health struggles. A 2019 report from the National Center for Health Statistics found that nearly 1 in 5 U.S. adults experienced depressive symptoms within a two-week period.
Wiltz points out that workers should not “lose the ability to make money or provide for their families just because they can’t muster up a smile.”
Can Target Turn It Around?
To recover, experts say Target must go beyond optics and rebuild trust through authentic corporate responsibility, diversity efforts, and employee empowerment. A culture of forced positivity may win temporary points on mystery shopper surveys, but it won’t inspire long-term customer loyalty or employee commitment.
Until Target confronts its internal culture and acknowledges its community relationships, critics say the company will continue to “miss the mark” — even as it orders workers to smile.
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