In a bold move that has sparked significant conversation across the nation, Pastor Jamal Bryant of New Birth Missionary Baptist Church in Stonecrest, Georgia, announced a full boycott of Target on April 20, 2025. This decision follows Target’s recent commitment to invest $2 billion in Black-owned businesses, which Bryant deemed insufficient in light of the company’s scaling back of its Diversity, Equity, and Inclusion (DEI) initiatives.
During a recent church service, Bryant expressed his dissatisfaction with the outcome of a meeting between Target CEO Brian Cornell and civil rights leader Rev. Al Sharpton, who described the discussions as "constructive." While Sharpton indicated progress, Bryant highlighted that only one of the four requests made to Target was addressed. "We had four asks and only walked away with one thing," he stated, emphasizing that the other three demands remain unmet.
The pastor’s boycott initiative began earlier this year, coinciding with a 40-day fasting period that encouraged congregants to refrain from shopping at Target. Bryant criticized the retail giant for what he views as a betrayal of its commitment to the Black community, especially amidst ongoing discussions about corporate responsibility and racial equity.
As the boycott gained traction, Bryant claimed that the efforts of his congregation have already had a noticeable impact on Target’s financial performance. "When we started this Target fast, a Fortune 500 company was trading at $138 a share. Now, it’s down to $94 a share," he declared, attributing this decline to the boycott. While his assertion that Target is a trillion-dollar company was inaccurate, the sentiment behind his words reflects a growing frustration among consumers who feel marginalized by corporate decisions.
The Target boycott is not just a local issue; it has become a national movement, with over 200,000 participants signing up to join Bryant’s cause. The pastor has called for further action, including a town hall meeting at his church, where he has invited Target’s leadership to engage directly with the community. "I need you to be here so that we plan and chart out what is our future going forward," Bryant urged his followers.
In addition to the $2 billion investment, Bryant’s campaign, dubbed the "Target Fast," includes demands for the retailer to deposit $250 million into Black-owned banks, restore its commitment to DEI, and establish partnerships with historically Black colleges and universities (HBCUs) to teach retail business practices. "If in all these years we have been loyal customers and then in the moment of ‘dis-ease’ you turn your back, we can’t go back in there," he asserted.
Bryant’s stance resonates with many who feel that corporations must uphold their commitments to diversity and equity, especially in challenging times. The pastor’s passionate advocacy has ignited discussions about consumer power and corporate accountability, prompting many to reconsider their purchasing choices.
As this movement continues to unfold, it highlights the importance of community engagement and activism in addressing social justice issues. Whether or not Target responds to these demands remains to be seen, but the momentum behind the boycott suggests that consumers are increasingly willing to hold companies accountable for their actions.
For those interested in learning more about the Target Fast campaign or joining the boycott, additional information can be found at Target Fast. The outcome of this situation could have lasting implications not only for Target but for corporate America as a whole, as consumers demand greater accountability and transparency in their business practices.