• Pastor Jamal Bryant is leading an expanded boycott against Target, citing insufficient commitment to diversity, equity, and inclusion (DEI) initiatives despite the company’s $2 billion pledge to support Black-owned businesses.
• The Target Fast campaign has gained over 200,000 supporters, with demands including deposits into Black-owned banks, HBCU training centers, and restored DEI commitments.
• Bryant claims the boycott is impacting Target’s finances, calling it a national movement for corporate accountability and urging continued public support.

Target is under fire as Pastor Jamal Bryant, leader of New Birth Missionary Baptist Church in Georgia, announces an expanded boycott of the retail giant. The move comes after Target failed to meet key demands related to its diversity, equity, and inclusion (DEI) initiatives. Despite a pledge to invest $2 billion in Black-owned businesses by July 31, Bryant insists the concession is insufficient, calling for a broader commitment to the Black community.

The boycott is part of the Target Fast campaign, which has already garnered over 200,000 supporters and aims to hold Target accountable for what Bryant calls a “spit in the face of Black people.” The campaign has sparked heated debates on social media and significant attention in mainstream media.

Target’s $2 Billion Pledge Falls Short

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The controversy began after Target announced plans to scale back its DEI initiatives—a move critics say is in line with broader corporate rollbacks following former President Donald Trump’s push to end DEI policies. In response, Bryant outlined four demands for Target, including:

1. Honoring its $2 billion pledge to Black businesses through diverse partnerships and media buys.
2. Depositing $250 million into Black-owned banks.
3. Restoring its commitment to DEI within its corporate structure.
4. Establishing retail business training centers at 10 historically Black colleges and universities (HBCUs).

Following a meeting between Target CEO Brian Cornell and Rev. Al Sharpton, the company agreed to fulfill only one of these demands—the $2 billion investment—leaving Bryant and his supporters dissatisfied.

“We gave them 40 days to answer four demands, and they only came back with one. We ain’t going back in there,” Bryant declared during a Sunday sermon.

Target’s Troubling Financial Decline

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Bryant also claimed that the boycott has already started to impact Target’s financial performance. “When we began this fast, Target’s stock was trading at $138 a share. As of Friday, it’s down to $94 a share,” he said, though the actual figure fluctuates slightly. He applauded his congregation’s efforts, attributing the decline to their united front.

Target has publicly attributed its struggles to economic factors like tariffs and consumer uncertainty. However, Bryant counters, “While Target was losing, Costco was gaining,” referencing other retailers like Costco, which has maintained its DEI policies and reportedly fared better.

Grassroots Movement Gains National Attention

Bryant emphasizes that the campaign is not just about his church but is a national movement for corporate accountability. He has extended an invitation to Target executives, including CEO Brian Cornell, to attend a town hall at New Birth Missionary Baptist Church to address supporters directly.

“I want them to speak to the people, not in a private meeting, but in an open venue,” Bryant said. It remains uncertain whether Target leadership will attend.

Bryant also plans to introduce a national committee to coordinate the boycott and ensure unified messaging. “These are the people who represent us and align with our goals. Everyone else doesn’t,” he stated.

Social Media and Celebrity Reactions Amplify the Movement

The boycott has gained traction online, with hashtags like #TargetFast and #BoycottTarget trending on Twitter and Instagram. Celebrities and influencers have also weighed in, with some praising the movement as a bold stand for equity and others questioning its potential economic impact on employees and smaller suppliers.

Videos of Bryant’s fiery sermons have gone viral, with clips showing him passionately addressing his congregation about the importance of continued action. “This is a grassroots movement like no other. Together, we are making history,” he proclaimed.

What’s Next for the Target Boycott?

As the boycott grows, Bryant is urging more people to join the movement by signing up at targetfast.org. He has also hinted at future actions if Target fails to meet the remaining demands.

“This is just the beginning. We’re charting out a future where corporations can no longer ignore us,” Bryant stated.

The continued success of the boycott could have far-reaching implications, not just for Target but for corporate DEI policies nationwide.

Have Your Say

What do you think about Bryant’s boycott and Target’s response? Share your thoughts in the comments below and spread the word by sharing this article.

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