What began as a 40-day “fast” from shopping at Target has now evolved into a full-blown boycott, led by the Rev. Jamal Bryant, a prominent Georgia megachurch pastor demanding that the retail giant renew its commitment to diversity and equity.
Bryant, who spearheaded the nationwide protest during Lent, is urging continued action against the Minneapolis-based retailer, saying Target has failed to meet the demands outlined at the outset of the campaign.
The pastor of New Birth Missionary Baptist Church in Stonecrest, Georgia, one of the South’s largest congregations, originally launched the boycott on March 5. The campaign, endorsed by other religious leaders, aimed to push Target toward restoring its diversity, equity, and inclusion (DEI) efforts, and to increase support for Black-owned financial institutions and businesses.
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The call to extend the boycott comes in response to Target’s January announcement that it would scale back several DEI programs. Among the phased-out initiatives was a career development program focused on Black employees, as well as other efforts supporting Black entrepreneurship.
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The rollback drew the ire of Bryant and other activists, especially amid a broader political climate where DEI programs face mounting resistance. Conservative voices, including President Donald Trump have led aggressive campaigns against DEI in government and education.
“Until Target comes to the table with serious, concrete proposals to meet our four demands, we will remain in this posture,” Bryant stated on a website established for the boycott movement.
“Silence and delay are no longer acceptable,” he added. “Our communities deserve action, not platitudes. Our demands are not radical — they are righteous, reasonable, and long overdue.”
READ ALSO: Black Americans advised to boycott companies that abandon DEI programs
Target, in a statement issued Wednesday, responded by reaffirming its dedication to inclusivity.
“We have an ongoing commitment to creating a welcoming environment for all team members, guests, and suppliers,” the company said. “It’s core to how we support and grow our business. We remain focused on supporting organizations and creating opportunities for people in the 2,000 communities where we live and operate.”
The retail chain, which operates nearly 2,000 stores across the country and employs more than 400,000 workers, has found itself navigating contentious territory as corporate values come under increased scrutiny from both sides of the political aisle.
Bryant and his supporters maintain that the fight isn’t merely about policy, it’s about principles and progress. And until they see meaningful action, they say their stand against Target will remain firm.
READ ALSO: DEI dismantled: Students of color face new hurdles amid campus policy shifts
