In a bold move that has sparked conversations across the nation, Pastor Jamal Bryant of New Birth Missionary Baptist Church in Stonecrest, Georgia, has called for a 40-day boycott of Target, commencing on March 5, coinciding with the start of Lent. This initiative comes in response to the retailer’s recent decision to reduce its diversity, equity, and inclusion (DEI) initiatives, which Bryant has labeled “a spit in the face of black people.”
During a passionate sermon, Bryant expressed his disappointment over Target’s retreat from its commitment to racial equity, including a pledge to invest over $2 billion in black-owned businesses by 2025. He criticized not only Target but also other corporations like Walmart for aligning with political pressures that he believes undermine the progress made in promoting equality.
“The president vowed to remove DEI to make America great again, but it’s really about making America prejudiced again,” Bryant declared, urging his congregation to consider the implications of these corporate decisions on the black community. He pointed out that African Americans spend approximately $29 million daily at Target, making the company’s actions particularly hurtful.
In what he described as “spiritual warfare,” Bryant called on his followers to join the boycott as a stand against systemic racism and corporate indifference. “We’re going to break the spirit of white entitlement and the encroaching forces of racism and sexism,” he said, quoting Ephesians, “for we wrestle not against flesh and blood but against principalities.”
Participants in the boycott are encouraged to visit targetfast.org to sign up and access a directory of hundreds of black-owned businesses to support during this period. Bryant has outlined specific demands for Target, including honoring its financial pledge to the black business community, depositing $250 million into black banks, fully restoring its DEI commitments, and establishing community programs at historically black colleges and universities (HBCUs) to teach retail business skills.
The boycott is set to last until April 17, with organizers planning to evaluate its impact and seek a meeting with Target’s board ahead of the company’s shareholder meeting on June 12 in Minneapolis, Minnesota. “This is a fast for accountability, justice, and a future where corporations prioritize marginalized communities,” the organizers stated. They emphasized the importance of collective action and prayer in effecting real change.
As the boycott unfolds, it serves as a reminder of the power of community and faith in addressing social issues. The call to action from Pastor Bryant not only highlights the ongoing struggles for racial equity but also encourages individuals to engage in meaningful dialogue and advocacy for justice in their communities.
This initiative has garnered significant attention, and as the days progress, the impact of this spiritual and social movement will be closely watched by both supporters and critics alike. The intersection of faith and social justice continues to be a pivotal theme in contemporary Christian discourse, making this boycott a noteworthy event in the ongoing conversation about equality and corporate responsibility.