Rev. Jamal Bryant Calls For 40-Day Target Boycott Over DEI Policy Shift

Rev. Jamal Bryant made a public declaration to boycott Target due to its shift in DEI policies assumed to be in response to the Trump-Harris administration’s stances.  Rev. Jamal Bryant is urging that the Target boycott take place for 40 days in conjunction with the holy lenten season period, which began on March 5 and extends into April.

As spotted on Newsweek, Rev. Jamal Bryant, Senior Pastor of the New Birth Missionary Baptist Church in Dekalb County, Ga., joined forces with the Black Chamber of Commerce and OurMoneyUnited.com to launch the Target Fast. A quick scan of the website for the organized boycott effectively explains the aims of the 40-day ban from shopping at the major retail giant.

From Target Fast: (click to learn more)

This Lent, we will begin a corporate fast, starting with Target, as a spiritual act of resistance. Just as Jesus overturned the tables in the temple, challenging the exploitation and hypocrisy of his day, we too must disrupt business as usual. Fasting is not just about what we abstain from—it is about what we embrace. By redirecting our resources toward businesses that uphold justice, we embody our commitment to God’s vision of equity and love in action.

This is a fast for accountability. A fast for justice. A fast for a future where corporations do not bow to pressure at the expense of marginalized communities. As we journey through these 40 days, let us pray, reflect, and act—knowing that our collective sacrifice can bring about transformation.

The company has already faced backlash for its rollback of DEI policies, reporting lower than normal earnings totals since making the announcement. The effort from Bryant and the other organizing bodies could extend toward other entities and will assess data collected during the fast, which will end on April 17.

Participants are asked to use the Voter Wallet tool to find Black businesses to support in place of any retailers named in the economic fast.

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Photo: Anadolu / Getty

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