In a significant escalation of his protest against Target, Pastor Jamal Bryant of New Birth Missionary Baptist Church in Stonecrest, Georgia, has called for a full boycott of the retail giant. This move follows Targets decision to phase out several diversity, equity, and inclusion DEI initiatives, including a 2 billion commitment to Blackowned businesses, a pledge initially made in the wake of George Floyds death in 2020 citeturn0search1.
Bryants campaign began with a 40day fast boycott starting on March 5, aligning with the Christian observance of Lent. Within a week, nearly 50,000 individuals had pledged their support at targetfast.org citeturn0search0. The pastors demands include:
Reinstatement of Targets DEI programs.
A 250 million investment in Blackowned banks.
Partnerships with Historically Black Colleges and Universities HBCUs to develop retail business programs.
Bryant emphasizes the economic influence of Black consumers, noting that they spend approximately 12 million daily at Target. He argues that financial pressure is a necessary tool to combat systemic racism and corporate backtracking on DEI commitments citeturn0search3.
Target maintains that it is committed to fostering an inclusive environment for all team members, guests, and suppliers, stating that this commitment is central to its business operations citeturn0news12.
The boycott has garnered attention from other prominent figures, including Rev. Al Sharpton, who met with Target CEO Brian Cornell to discuss the companys DEI policies. Sharpton described the meeting as very constructive and candid but did not disclose specific outcomes citeturn0news17.
As the boycott continues, Bryant and his supporters plan to assess its impact and consider further actions leading up to Targets shareholder meeting on June 12 in Minneapolis. The movement underscores a broader call for corporate accountability and sustained commitment to diversity and inclusion initiatives.