Pastor Jamal Bryant of New Birth Missionary Baptist Church in Atlanta has launched a 40-day economic fast against Target. Announced during Sunday service on February 2, the boycott urges Black consumers to stop shopping at the retailer and divest from its stock. This initiative, supported by Ron Busby, President and CEO of the U.S. Black Chambers, Inc., responds to Target’s rollback of Diversity, Equity, and Inclusion (DEI) initiatives that previously supported Black professionals and businesses.
The Power of the Black Dollar in Corporate Accountability
Bryant’s campaign seeks 100,000 participants to take action from March 3 to April 19, aligning with Lent. According to the press release, Black consumers contribute $23 million daily to Target’s revenue. The pastor argues that Target’s reduction in DEI programs signals a disregard for the Black community’s economic influence. Comparing this protest to Martin Luther King Jr.’s economic resistance movements, Bryant believes a financial boycott will push Target to reinstate its DEI commitments.
Concerns Over Impact on Black-Owned Brands
While the fast aims to hold Target accountable, it also raises concerns about Black-owned brands that rely on the retailer for exposure. Brands like Tabitha Brown’s home collection, Mielle Organics, and Black Girl Sunscreen may suffer financial setbacks. Initially, Brown voiced concerns that a boycott could harm businesses like hers. However, Bryant insists that long-term accountability is necessary, and short-term sacrifices will ultimately benefit Black entrepreneurs. To mitigate losses, he and the U.S. Black Chambers will provide a directory of 250,000 Black-owned businesses for participants to support instead.
Target’s History of Racial Equity Commitments
Target previously positioned itself as a corporate ally after George Floyd’s murder in 2020, pledging DEI initiatives to support Black communities. However, its decision to reduce these efforts contradicts those commitments. Bryant argues that corporations must maintain long-term investments in racial equity rather than only engaging when socially convenient. The economic fast seeks to remind businesses that the Black community demands consistent and meaningful corporate accountability.
How Supporters Can Join the Movement
Those interested in participating can sign up at Targetfast.org. Participants will receive a 30-day devotional to inspire them throughout the movement. Bryant hopes this action will influence Target and set a precedent for holding corporations accountable for racial equity commitments.
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Pastor Jamal Bryant Wants 100,000 Black People To Join 40-Day Fast Against Target
Senior Pastor of New Birth, Civil Rights Advocate, and Community Organizer Dr. Jamal Bryant Announces 40-Day FAST Against Target, Urging 100,000 Black Consumers to Withdraw Support
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