In early 2025, Rev. Dr. Jamal Bryant, senior pastor of New Birth Missionary Baptist Church in Stonecrest, Georgia, initiated a 40day boycott of Target, protesting the companys decision to scale back its Diversity, Equity, and Inclusion DEI initiatives. This action, which began on March 5 to coincide with Lent, has since evolved into a broader movement calling for systemic change in corporate America.
Origins of the Boycott
Bryants protest was sparked by Targets January announcement to phase out several DEI programs, including those aimed at advancing Black employees and supporting Blackowned businesses. This rollback also included the cancellation of a previously pledged 2 billion investment in Blackowned enterprises, a commitment made in the wake of George Floyds murder in 2020. Bryant viewed these actions as a betrayal of the Black communitys trust and economic contributions.
Demands and Mobilization
The boycott, dubbed a fast, quickly gained traction, with over 150,000 individuals signing up through targetfast.org. Participants were encouraged to abstain from shopping at Target and instead support Blackowned businesses, facilitated by a directory provided in partnership with the U.S. Black Chambers. Bryants demands to Target included:
1. Reinstating the 2 billion commitment to Blackowned businesses.
2. Depositing 250 million into Blackowned banks.
3. Fully restoring DEI initiatives.
4. Establishing partnerships with Historically Black Colleges and Universities HBCUs near Target distribution centers to promote retail business education.
Impact and Corporate Response
The boycott has had tangible effects on Targets financial standing, with reports indicating an 11 drop in stock value and subsequent shareholder lawsuits. Despite these developments, Target has maintained its commitment to fostering an inclusive environment but has not reinstated the specific DEI programs in question.
Broader Implications
Bryants initiative is part of a larger movement addressing corporate Americas retreat from DEI commitments. Organizations like the National Newspaper Publishers Association NNPA and figures such as Rev. Al Sharpton have also engaged with corporations to discuss the importance of sustained DEI efforts. Sharptons meeting with Target CEO Brian Cornell was described as constructive, though details remain sparse.
Conclusion
The boycott led by Rev. Dr. Jamal Bryant underscores a growing demand for corporate accountability in upholding diversity and equity commitments. As the movement gains momentum, it highlights the influential role of consumer advocacy in driving systemic change within major corporations.