Pastor Sparks Massive 110K-Person Boycott
Megachurch pastor Jamal Bryant and around 110,000 participants launched a 40-day boycott against retail giant Target on Wednesday in response to the company’s decision to reduce its diversity, equity, and inclusion (DEI) efforts. This campaign comes as Target announced they expect a “meaningful” decline in first-quarter profits due to factors like “ongoing consumer uncertainty” and lower-than-expected sales in February, according to a CNBC report. Retail sales across the industry have experienced a slowdown in early 2025.
During a service at New Birth Missionary Baptist Church in Stonecrest, Georgia, Bryant thanked the 110,000 participants in the “Target fast” and encouraged them to maintain their commitment. The boycott, set to last until April 17, involves participants fasting for 16 hours daily, consuming only water or juice, and eating one light, healthy meal between 12 p.m. and 8 p.m.
Target’s financial chief, Jim Lee, attributed the company’s soft sales in February to lower consumer confidence and cold weather impacting clothing purchases. He noted, however, that they expect a rebound as warmer weather and seasonal holidays like Easter boost sales. Bryant, however, is urging Black businesses to disengage from Target, stating that roughly 100 Black vendors have already pulled their products from the company’s shelves.
Bryant expressed his frustration with Target’s perceived abandonment of its previous commitment to support racial equity, including a pledge to spend over $2 billion at Black-owned businesses by 2025. He accused Target and other major companies, such as Walmart, of yielding to pressure to reduce DEI policies, which he says are being undermined by national political forces, particularly following the U.S. Supreme Court’s 2023 ruling against race-based admissions policies.
The boycott’s organizers are demanding that Target fulfill its previous commitments to the Black business community, including a $2 billion pledge, a $250 million deposit in Black-owned banks, restoration of the company’s DEI initiatives, and the establishment of community centers at historically Black colleges and universities (HBCUs). The boycott organizers plan to evaluate its impact and potentially meet with Target’s board before their shareholders’ meeting on June 12 in Minneapolis.