I apologize for the delay in publishing this article. It is important. It appears that the current administration is attempting to reverse the progress made by Martin Luther King Jr. and women’s rights.
The Rev. Jamal Bryant, pastor of New Birth Missionary Baptist Church in Stonecrest, Georgia, announced on Easter Sunday that the Lenten fast from making purchases at Target has been extended into a “full-out boycott.” This decision follows Target’s January announcement to scale back its diversity, equity, and inclusion (DEI) programs, including initiatives aimed at diversifying its supplier base and supporting Black-owned businesses.
Bryant emphasized that the boycott will continue until Target restores its commitment to DEI principles and pledges financial support to Black-owned banks and businesses. He criticized the retailer for not taking the concerns of Black shoppers seriously, stating that the company’s actions would not be replicated with other communities.
The initial Lenten fast, organized as a protest against Target’s DEI rollback, garnered approximately 200,000 registrants through the targetfast.org website. Bryant credited Minneapolis, grassroots organizers for initiating the campaign, which aims to remind Target of its promises to work on DEI following the death of George Floyd in Minneapolis, where the retailer is headquartered.
In response to the boycott, Target CEO Brian Cornell is scheduled to meet with civil rights leader Rev. Al Sharpton in New York. The meeting comes amid controversy over the company’s rollback of DEI programs and a reported ten-week decline in-store traffic. While Sharpton has not called for a formal boycott, he supports consumer protests and may advocate for one if Target does not reaffirm its commitment to supporting Black communities.
The boycott reflects a broader trend of corporations scaling back DEI efforts amid conservative pressure. Target’s actions have sparked backlash from civil rights activists and consumers who view these moves as regressive. The outcome of the upcoming meeting between Cornell and Sharpton could influence whether further actions are pursued.
As the boycott continues, Black church leaders and activists remain steadfast in their demands for Target to reinstate its diversity, equity, and inclusion (DEI) commitments and support Black-owned enterprises. The movement underscores the ongoing struggle for racial equity and corporate accountability in the United States.
