Target is undergoing a significant shift in leadership as CEO Brian Cornell prepares to step down, a move that has caught the attention of Atlanta Pastor Jamal Bryant, a prominent advocate for diversity, equity, and inclusion (DEI). The Pastor, who has been a vocal critic of Target's rollback on DEI commitments, sparked a boycott that some say is impacting the retailer's bottom line. As reported by FOX 5 Atlanta, Bryant described the CEO transition as "smoke and mirrors" but expressed a willingness to engage with the new leadership.
Amidst a reported sales slump, partially attributed to the boycott led by Bryant, Target announced the resignation of Cornell. The pastor initiated the boycott earlier this year in response to Target's decision to shutter its diversity initiatives, which he saw as a betrayal of the Black community. In an interview with CNN, Bryant openly called for a meeting with Target's incoming CEO to reach what he terms "cohesion and conclusion" to the national boycott. This information was further detailed by Atlanta News First, highlighting the pastor's stance on the issue.
Target's CFO, Michael Fiddelke, is poised to take over as CEO in February 2026, but Pastor Bryant is hoping for progress before then. He has been a fierce advocate for increasing minority representation within corporate structures and has called for Target to uphold its financial commitments, including a $2 billion pledge following the death of George Floyd and a $250 million investment into Black banks. "We don't want a symbolic victory. We want something substantive and it includes and requires a reexamination of DEI," Bryant told Atlanta News First.
The impact of the boycott is reflected in Target's recent earnings, with sales dropping nearly 2% year over year and foot traffic also taking a dive since the boycott commenced. Despite some shoppers continuing their patronage for convenience and routine, others are joining the protests and looking elsewhere for their consumer needs. "I’m going to support the boycott until they change their practices, and if they change their practices, I’d be glad to continue," Richard Weaver conveyed to Atlanta News First. Bryant remains steadfast in his mission, comparing the persistence required to that of the Montgomery bus boycott, a historical movement that also stretched over a considerable duration. He believes this demonstration of resolve will eventually bear fruit and bring about the necessary change within Target's corporate ethos.
