Pastor Extends Target Boycott Over DEI Rollback

Pastor Jamal Bryant, who leads the New Birth Missionary Baptist Church in Stonecrest, Georgia, has intensified his campaign against Target by extending his initial 40-day "fast" into a full boycott. This escalation follows Target's announcement in January to phase out several diversity, equity, and inclusion (DEI) initiatives. Bryant, who initiated the 40-day boycott to coincide with the start of Lent, has now called for a sustained effort until Target addresses the demands of the boycott.

The demands include reinstating Target's commitment to DEI principles, pledging financial support to Black-owned banks and businesses, and taking concrete actions to support Black communities. Bryant stressed that silence and delay are no longer acceptable, describing the demands as "righteous, reasonable, and long overdue." He urged Target to engage with serious proposals to meet these demands, emphasizing that the communities deserve action rather than empty promises.

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

The boycott effort has gained support from other faith leaders and community activists, who have endorsed Bryant's call for a full boycott. The transition from a 40-day fast to a full boycott indicates a heightened level of activism and a stronger stance against Target's decision to roll back its DEI initiatives. Bryant's leadership and the support from the community suggest a growing movement aimed at holding corporations accountable for their commitments to diversity and inclusion.