A Georgia megachurch pastor is keeping the heat on Target, escalating what started as a 40-day boycott into a full-scale protest against the retail giant for DEI rollbacks.
Pastor Jamal Bryant, who leads New Birth Missionary Baptist Church just outside Atlanta, originally kicked off the movement during Lent. But now, he’s calling for a full-blown, indefinite boycott – and he’s not backing down until demands are met.
Bryant’s frustration centers on Target’s rollback of several diversity, equity, and inclusion initiatives. Earlier this year, the company announced it would phase out programs that supported Black employees and promoted Black-owned businesses. For Bryant, that decision was the last straw. He wants Target to recommit to those efforts, invest in Black-owned banks, and bring meaningful change – not just corporate statements.
“Silence and delay are no longer acceptable,” Bryant said. “Our communities deserve action, not platitudes.” He made it clear that this isn’t a publicity stunt – it’s a demand for tangible change from one of the country’s biggest retailers.
Target, meanwhile, says it remains committed to fostering inclusive environments and supporting local communities. The company stated, “We have an ongoing commitment to creating a welcoming environment for all team members, guests, and suppliers.” But for Bryant and those standing with him, that’s not enough. They want specifics, and they want them now.
The original protest was framed as a “fast,” a symbolic refusal to shop at Target for 40 days. But as that fast came to an end, Bryant doubled down, frustrated that there’s been no concrete response from the company. He’s urging others to join the ongoing boycott until Target steps up with solid proposals that reflect real support for marginalized communities.
Target operates close to 2,000 stores across the U.S. and employs over 400,000 people. With numbers like that, the pressure from a national movement – even one led from a pulpit – could be hard to ignore.
