Atlanta Pastor Calls for 40-Day Boycott of Target Over DEI Rollback
A multi-week boycott of Target began on Wednesday, led by Black faith leaders protesting the retail giant’s decision to pull back from its diversity, equity, and inclusion (DEI) initiatives.
In late January, Target joined a growing number of corporations in announcing the end of DEI-focused efforts, a move that sparked backlash from consumers and activists who viewed it as a betrayal of the company’s long-standing reputation for inclusivity. Critics argue that Target’s appeal to younger and more diverse shoppers was built on its commitment to DEI, making its retreat particularly disappointing. Ironically, Target was already facing boycotts by many conservatives for over pushing its ‘Pride Month’ selection, particularly in the children’s section.
The new boycott is part of a broader wave of consumer activism, including one-day boycotts targeting various companies and a separate Minnesota-based protest against Target that began on February 1 to coincide with Black History Month.
The national boycott, known as the Target Fast, is spearheaded by Black faith leaders such as Jamal-Harrison Bryant, senior pastor of New Birth Missionary Baptist Church in Stonecrest, Georgia. Bryant is urging members of his congregation and the Black faith community at large to refrain from shopping at Target for 40 days, aligning with the Christian observance of Lent, which runs from March 6 to April 20.
According to the official website TargetFast.org, the initiative is a response to corporations abandoning their commitments to justice and equity. The site states:
“In recent days, we have witnessed a disturbing retreat from Diversity, Equity, and Inclusion (DEI) initiatives by major corporations – companies that once pledged to stand for justice but have since chosen the path of compromise. As people of faith, we cannot be silent. We are called to resist systems that perpetuate exclusion and inequity.”
The movement also calls out other major corporations—including McDonald’s, Ford Motors, Amazon, Meta, and Walmart—for similarly turning away from DEI commitments, despite their significant Black consumer base and brand loyalty.
With the boycott gaining momentum, it remains to be seen whether Target and other corporations will respond to the growing calls for accountability.
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