As Target faces a growing backlash for its decision to roll back diversity, equity, and inclusion (DEI) initiatives, a call to boycott the retail behemoth has started to find footing among Atlanta's Black faith communities. The movement, spearheaded by New Birth Missionary Baptist Church Pastor Jamal Bryant, has rallied tens of thousands in a shared commitment to a 40-day shopping abstention from Target stores—a spiritual "fast" set to begin on March 5 but already gathering significant support with over 50,000 individuals pledging to participate, according to a report by Majic ATL.
The impetus for this boycott can be traced back to the retail giant's public commitment to DEI efforts following the death of George Floyd, a movement that seems to have reversed course simultaneously with the federal rollback of DEI programs by the Trump Administration. Now, Bryant further fueled the initiative during a sermon on February 2, which is Black History Month's first Sunday, putting forth a powerful call to his congregation and the broader community to reflect their displeasure with the retailer's policy changes through their consumer decisions, as per a statement obtained by FOX 5 Atlanta.
Bryant, who wasn’t alive during the civil rights movement, recognizes the significant role played by Black churches throughout the period and seeks to leverage that historical influence in today's context. "Historically, the Black church has always been the centerpiece of the civil rights movement," he told FOX 5. The pastor has articulated a vision where the economic power of Black consumers is redirected away from companies like Target that, in his view, do not adequately respect or represent their interests—especially in light of recent policy shifts. "If they start losing $29 million a day for 40 days, we will break the back of the system," Bryant heralded during his Sunday message.
Amidst these boycott calls, Target has experienced a dip in its stock prices, with a reported $11 decrease since February 1—a point not lost on Bryant, who asserts, "Black people spend on average $12 million a day in Target, so with that large of a consumption pie, we need to be treated with a great decibel of respect," he stated, underscoring his point with economic figures corresponding with the consumer stake of the Black community; Bryant has intimated that this boycott could be the opening act, with Target serving as the precedent for potential, subsequent actions against other retailers, as mentioned in a FOX 5 Atlanta interview.
