In an act of dissent against Target's recent decision to phase out its diversity, equity, and inclusion (DEI) initiatives, Dr. Jamal Bryant of New Birth Missionary Baptist Church has called for a 40-day boycott of the retail chain. Bryant is urging his Atlanta congregation and others to sign a petition with a goal of 100,000 signatories, as reported by FOX 5 Atlanta. "They are trying to kiss the ring of the president who thinks he is king," Bryant stated, aligning the decision with a broader pattern of retreat from such policies across the nation.
The retailer, known for its nearly 2,000 stores and workforce of over 400,000, stated that its commitment to diversity had been set to conclude this year. Bryant, however, took exception to this move. "We are going to break the spirit of white entitlement. We are going to break the spirit of racism and sexism," he proclaimed in a fiery sermon, also, taking note of the significant economic power held by Black consumers at Target, FOX 5 Atlanta relayed.
The call for this boycott dovetails with the commencement of Lent on March 5, which Bryant sees as an apt period of reflection and action. In an effort to minimize the impact on Black-owned businesses that sell their goods at Target, the start date provides these vendors an opportunity to move their inventory. On another front, Kiera Fernandez, Target's chief community impact and equity officer, portrayed the decision as a new chapter in the company's long-standing commitment to inclusion, to create inclusive work and guest environments that welcome all.
Aligning with other civil rights activists and figures in Minneapolis, including attorney Nekima Levy Armstrong, Bryant's call has echoed nationwide dissatisfaction. “But instead they acted cowardly, and they made the decision to bow down to the Trump administration. Well, we are here today saying we will not bow down. We will not step back, and we will not turn around,” Levy Armstrong said, as told by the 11Alive interview. Meanwhile, Bryant has asked boycotters to shift their purchasing towards Black businesses and suggested even divesting from Target's stock as a form of protest.
Target's prior pledge to invest $2 billion in Black businesses by 2025 is now in the spotlight due to the company's shifted stance. Dr. Bryant emphasizes the perceived betrayal, stating, "Target, you got 40 days to pull it together, because you made a commitment after the death of George Floyd... you are reneging to the financial commitment you made to our people. You got 40 days before we shut all of it down," according to a sermon excerpt reported by 11Alive.
