Pastor Jamal Bryant, the senior pastor of New Birth Missionary Baptist Church in Stonecrest, Georgia, has ignited a significant movement among Christians with his upcoming 40-day boycott of retail giant Target. Set to commence on March 5, the start of Lent, this initiative comes in response to Target’s recent decision to scale back its diversity, equity, and inclusion (DEI) initiatives. Nearly 50,000 supporters have already signed up to join this impactful fast, which aims to encourage conscientious shopping choices among Christians.
During a passionate sermon, Pastor Bryant rallied his congregation, seeking 100,000 "conscientious Christians" to join him in this boycott. He expressed his disappointment with Target’s shift away from its commitment to the Black community, stating, "They have walked away from our community and walked away from our people." His call to action has resonated deeply, with thousands quickly registering at targetfast.org to participate in this collective effort.
Among those inspired by Bryant’s message is Carlton Mackey, the founder of the lifestyle brand Black Men Smile. Mackey recently announced that he would be pulling his products from Target stores, citing his discontent with the company’s decision to reduce its support for DEI initiatives. "I feel gaslit," he remarked, emphasizing that he cannot support a company that does not uphold its promises to the communities it serves.
The Black Men Smile brand, which focuses on promoting positive representations of Black men, had previously partnered with Target for its 2024 Black History Month Collection. Mackey’s decision to withdraw from Target reflects a growing sentiment among Black entrepreneurs and community leaders who expect corporations to remain committed to supporting racial equity.
Pastor Bryant has been vocal about his concerns regarding Target’s recent changes, which he believes undermine years of progress toward racial equity. He pointed out that Target had pledged to invest over $2 billion in Black-owned businesses by 2025. However, with the recent adjustments to its DEI policies, many are questioning the company’s dedication to this commitment.
The pastor’s remarks also highlight a broader trend among major corporations reevaluating their DEI strategies in light of recent political shifts. Following the U.S. Supreme Court’s 2023 ruling against the use of race in college admissions, several companies have reconsidered their approach to diversity initiatives. This has prompted a wave of responses from community leaders and activists who feel that these corporations are abandoning their responsibilities.
As the boycott approaches, Bryant and his supporters are calling for Target to restore its DEI policies, honor its financial commitments to the Black business community, and invest in local institutions, including Historically Black Colleges and Universities (HBCUs). The boycott is expected to last until April 17, with organizers planning to assess its impact and potentially engage with Target’s leadership before the company’s shareholder meeting on June 12 in Minneapolis.
In his sermon, Bryant passionately urged his congregation to recognize the importance of unity in their efforts. He warned against complacency, stating, "White supremacy is banking on your complacency." He emphasized that when the Black community organizes and mobilizes, there is nothing they cannot achieve.
As this boycott unfolds, it serves as a powerful reminder of the influence that collective action can have in advocating for social justice and accountability from corporations. The movement led by Pastor Jamal Bryant is not just a call to abstain from shopping at Target; it is a clarion call for conscientious consumerism and community solidarity. Christians across the nation are watching closely, and many are eager to join this movement for change.