Pastor Jamal Bryant of New Birth Missionary Baptist Church has launched a nationwide boycott against retail giant Target, following the company’s recent decision to scale back its Diversity, Equity, and Inclusion (DEI) initiatives. The protest, branded as the “Target Fast,” officially launched on March 5, 2025, aligning with the Christian observance of Lent.
Over 50,000 Supporters Join “Target Fast” Boycott in First Week
Within the first week of the campaign, more than 50,000 participants pledged their support through targetfast.org, demonstrating the economic influence of Black consumers, who collectively spend over $12 million daily at Target. The 40-day economic protest was aimed to mobilize 100,000 conscientious consumers to withhold spending at the retail chain.
“This is about holding corporations accountable to the promises they’ve made to our communities,” said Pastor Bryant during a press conference covered by FOX 5 Atlanta.
Target Faces Criticism for Scaling Back DEI Commitments
The controversy surfaced after reports revealed that Target had begun reducing programs designed to support Black employees and promote Black-owned businesses. The decision comes amid growing political pressure from the Trump Administration on corporate DEI policies.
In 2021, Target publicly committed to invest $2 billion in Black-owned businesses by 2025, a promise that now faces scrutiny. According to Bryant, recent conversations with company leadership resulted in a recommitment to this pledge, with a July 31, 2025 deadline for fulfillment.
Bryant’s Demands: $250 Million Investment and HBCU Partnerships
Pastor Bryant and the “Target Fast” movement are calling for broader corporate accountability measures, including:
-
A $250 million deposit into Black-owned banks to support business growth and economic development.
-
New partnerships with Historically Black Colleges and Universities (HBCUs), especially those near Target distribution centers, aimed at creating retail business education programs and career pipelines.
-
Restoration of Target’s DEI programs focused on advancing Black employees and investing in Black-owned businesses.
-
Fulfillment of the $2 billion pledge to Black-owned businesses by July 2025.
During a Resurrection Sunday service, Pastor Bryant reiterated these four key demands to his congregation and supporters nationwide and said they only walked out with 1 of the four “asks”.
“If all of these years we have been loyal customers and clients, and in the moment of dis-ease you turn your back,” Pastor Bryant told his packed congregation. “So, I had to share with Target that we gave you 40 days to answer four — not one — and they only came back with one, so I told them what I’m getting ready to tell you: we ain’t going back in there.”
View this post on Instagram
National Leaders Join the Movement
The boycott has attracted national attention, with prominent civil rights leader Rev. Al Sharpton meeting with Target’s CEO to address concerns over the company’s DEI strategy rollback. More leaders and organizations are expected to voice their positions as the movement continues to grow.