Rev. Jamal Bryant, pastor of a large Georgia megachurch, is urging his followers to extend their protest of Target into a full boycott, following the retailer’s decision to phase out certain diversity and inclusion programs. Bryant previously led a nationwide 40-day “fast” boycott of Target, beginning on March 5, coinciding with the start of Lent. The effort was sparked by the retailer’s commitment to diversity initiatives, which Bryant and others felt were insufficient.
Bryant, who leads New Birth Missionary Baptist Church in Stonecrest, Georgia, near Atlanta, said this week that Target has not met the demands of the boycott. Those demands include restoring its commitment to diversity, equity, and inclusion (DEI) efforts, as well as pledging financial support to Black-owned businesses and banks.
Earlier this year, Target announced it would scale back several of its DEI programs, including one that aimed to help Black employees advance their careers and another that supported Black-owned businesses. This decision came amid growing pressure from conservative groups and figures, including former President Donald Trump, who have called for the dismantling of DEI policies in government and educational settings.
Bryant, whose church is one of the largest in the South, emphasized that until Target agrees to meet the boycott’s demands, the protest would continue. “Silence and delay are no longer acceptable,” Bryant said. “Our communities deserve action, not platitudes. Our demands are not radical — they are righteous, reasonable, and long overdue.”
In response, Target issued a statement reaffirming its commitment to creating an inclusive environment for all employees, customers, and suppliers. “It’s core to how we support and grow our business,” the company said, emphasizing its ongoing efforts to contribute to the 2,000 communities where it operates.
Target, with nearly 2,000 stores across the country and more than 400,000 employees, continues to face pressure from activists and faith leaders on both sides of the debate over diversity initiatives.
