Pastor Jamal Bryant Leads Nationwide Target Boycott Over DEI Demands

Rev. Jamal Bryant, pastor of New Birth Missionary Baptist Church in Georgia, has escalated a nationwide 40-day 'fast' against Target into a full boycott, citing the retailer's insufficient response to demands regarding diversity, equity, and inclusion (DEI) initiatives. Bryant and his supporters are calling for Target to recommit to DEI principles, invest in Black-owned banks, and partner with historically Black colleges, among other measures. He announced that only one of four demands had been met, prompting the boycott’s extension beyond Lent. Target previously stated it would invest $2 billion with Black-owned businesses by 2025, but has recently scaled back some DEI programs in response to political pressure. Bryant framed the movement as a continuation of the civil rights struggle, emphasizing the unity and economic power within Black America. The boycott has reportedly contributed to reduced store traffic and a drop in Target's stock price.