In the world of retail, it seems like we’re being treated to a never-ending circus of absurdities. This time, Target has thrown its hat into the ring with its latest proposal—a so-called “disturbing demand” for its employees. What’s got everyone in a tizzy? The apparent horror of smiling at customers and offering a simple greeting. That’s right, folks, in the realm of 2023, this request is apparently scandalous enough to have some up in arms.

While the article talks about a program supposedly called “10-4,” asking employees to smile within 10 feet of a customer and offer assistance within four feet, this is not based on any actual Target policy. This description seems to be borrowed from an old Walmart guideline and has no basis in truth regarding Target.

Target’s employees, like many others in the service industry, face unique challenges, but no substantial evidence from Target’s official announcements or credible media reports supports the existence of such a policy or an ensuing media frenzy.

In the end, if America’s workplaces can no longer sustain the baseline of good customer service, maybe it’s time for a cultural refresher course. What’s disturbing isn’t that Target is asking employees to smile—it’s that it had to become a discussion point in the first place. Perhaps a return to the basics, where courtesy and politeness aren’t just requests but expectations, is what we need to keep America on track.