In George Floyd Murder Anniversary Protest, Black Faith Leaders Urge Target to Reinstate DEI Commitments

As the fifth anniversary of George Floyd's murder approaches, leaders in the Black faith community continue to signal a clear dissatisfaction with Target's rollback of diversity, equity, and inclusion programs. Pastor Jamal-Harrison Bryant of New Birth Missionary Baptist Church has been at the vanguard of the movement, planning a protest outside a Target in Conyers, Georgia, this Sunday, May 25, as pointedly noted in reports from FOX 5 Atlanta. Bryant, along with his congregation and 67 other churches nationwide, aims to pressure the retail behemoth into reinstating its DEI commitments and addressing his coalition's demands.

The Target boycott, which has seen various iterations since February, saw initial motivations anchored in response to the retailer's move away from initiatives that supported the Black community. According to a USA TODAY interview with Bryant, Target’s initial efforts after Floyd's death had seemed genuine. "They made this pledge not under political duress, not in response to protest, but we thought out of conscious and clean hands," Bryant said. Yet with the dissolution of their DEI aims, the relationship between Target and its once-supported communities has become strained.

In an effort to underline the significance of the Black consumer base, Bryant and other leaders are not only advocating for the return of previous initiatives but have also set forth explicit demands. Among them, a $2 billion pledge in support of Black businesses, a substantial deposit into Black-owned banks, and the establishment of community retail centers at historically Black colleges and universities. This has been verified by statements Bryant made to USA TODAY, where he reinforced the importance of Target honoring their commitments to the Black community and restoring DEI policies.

Amidst the turbulence, Target spokespeople have been intermittently vocal. Echoing words from an internal memo, a spokesperson relayed the company's commitment "We are absolutely dedicated to fostering inclusivity for everyone – our team members, our guests and our supply partners. To do that, we’re focusing on what we do best: providing the best retail experience for the more than 2,000 communities we’re proud to serve," as reported by USA TODAY. Target CEO Brian Cornell touched upon the numerous challenges faced by the company in recent months and sought to reassure employees of the company's foundational values of welcome and joy.

While Target has confirmed its intention to fulfill a prior $2 billion commitment to invest in Black-owned brands through its REACH program by 2025, Bryant remains stalwart, especially as the other demands put forth have yet to be realized. As protests are planned, members of Black and Latino communities have launched social media campaigns and called for boycotts in response to Target's decision to scale back its previously announced diversity, equity, and inclusion (DEI) initiatives.