Pastor Leads Boycott Against Target Over DEI Cuts

The Rev. Jamal Bryant, pastor of New Birth Missionary Baptist Church in Stonecrest, Georgia, has intensified his campaign against Target by transitioning from a 40-day "fast" to a comprehensive boycott. The fast, which began on March 5 and coincided with the start of Lent, was a nationwide effort to protest Target's decision to phase out several diversity, equity, and inclusion (DEI) initiatives. Bryant, along with other faith leaders, endorsed the protest, urging Target to reinstate its commitment to DEI principles and pledge financial support to Black-owned banks and businesses.

Bryant's demands include the restoration of Target's commitment to DEI, a deposit of $250 million in Black-owned banks, and a pledge of $2 billion to support Black-owned businesses. He has stated that the boycott will continue until Target meets these demands with concrete proposals. "Silence and delay are no longer acceptable," Bryant asserted. "Our communities deserve action, not platitudes. Our demands are not radical — they are righteous, reasonable, and long overdue."

Target, in response, has reiterated its commitment to creating a welcoming environment for all team members, guests, and suppliers. The company emphasized that supporting organizations and creating opportunities for people in the communities where it operates is core to its business strategy. Target operates nearly 2,000 stores nationwide and employs over 400,000 people.

The boycott, initially a spiritual fast, has now evolved into a broader call for economic action and community solidarity. Bryant's efforts have garnered support from various faith leaders and community activists, who are calling for continued pressure on Target to address the concerns raised. The transition from a 40-day fast to a full boycott signifies a heightened level of activism, reflecting the community's dissatisfaction with Target's response to the initial demands.