A prominent Georgia pastor is escalating his protest against the retail giant, calling for a full-scale target boycott in response to what he views as the company’s backpedaling on diversity, equity, and inclusion (DEI) initiatives. The Rev. Jamal Bryant, leader of New Birth Missionary Baptist Church in Stonecrest, Georgia, originally launched a 40-day “fast” boycott of Target during Lent, starting March 5. Now, he is urging a continued and indefinite boycott, stating that Target has failed to adequately address the community’s concerns.
Bryant and other faith leaders are demanding that Target renew its commitment to DEI principles, specifically by reinstating internal programs supporting Black employees and businesses, and investing in Black-owned banks and enterprises. The original protest emerged after Target revealed plans earlier this year to scale back several of its DEI programs, including efforts that focused on promoting Black career growth and entrepreneurship.
“Until Target comes to the table with serious, concrete proposals to meet our four demands, we will remain in this posture,” Bryant stated on the official boycott website. “Silence and delay are no longer acceptable.”
Target’s Position and Response
Target, headquartered in Minneapolis, has defended its record and reiterated its long-term commitment to inclusive business practices. In a public statement issued Wednesday, the company emphasized its dedication to fostering inclusive environments both internally and in the communities it serves.
“We have an ongoing commitment to creating a welcoming environment for all team members, guests, and suppliers,” a spokesperson said. “It’s core to how we support and grow our business. We remain focused on supporting organizations and creating opportunities for people in the 2,000 communities where we live and operate.”
Despite the backlash, Target has not indicated whether it plans to reinstate any of the phased-out DEI initiatives. The company has also not directly addressed the specific demands laid out by Rev. Bryant and his coalition, prompting further frustration from those backing the target boycott.
Political and Social Context Fuels the Debate
Target’s rollback of certain DEI programs is part of a larger national trend, with political figures and conservative groups increasingly challenging diversity policies across various sectors. Former President Donald Trump and allied activists have actively opposed DEI efforts in schools and federal agencies, claiming they lead to divisiveness and exclusion.
However, advocates like Rev. Bryant argue that these programs are essential for addressing systemic inequities and promoting equitable access to opportunities. “Our demands are not radical — they are righteous, reasonable, and long overdue,” Bryant emphasized.
As the call for a full target boycott gains traction, it reflects broader tensions between corporate America and community groups pushing for sustained social investment. Whether Target will re-engage with faith leaders and reconsider its stance remains to be seen. For now, the target boycott is positioned to continue, with organizers calling on consumers nationwide to use their spending power to demand change.
Found this news valuable? Explore more news in our Mr. Business Magazine.
