STONECREST, GA — This past Sunday, Pastor, Social Justice Activist, and Author Dr. Jamal Harrison Bryant, Senior Pastor of New Birth Missionary Baptist Church and Founder of the Jamal Harrison Bryant (JHB) Movement, announced the launch of a 40-day economic FAST against Target, calling on African Americans to stop shopping at the retailer and divest from its stock holdings. This initiative, which begins on March 3 and will conclude on April 19, 2025, is a direct response to Target’s decision to eliminate its Diversity, Equity, and Inclusion (DEI) commitments, a move that threatens economic opportunities, mentorships, and hiring initiatives for Black professionals and businesses.
During Sunday’s service, Dr. Bryant was joined by Ron Busby, President and CEO of the U.S. Black Chambers, Inc., who traveled from Washington, D.C. to New Birth Missionary Baptist Church to show his support for this critical economic demonstration. Busby leads an organization representing over 152 Black Chambers of Commerce and more than 330,000 Black-owned businesses nationwide. His presence underscored the importance of unified economic resistance, reinforcing the urgency of holding corporations accountable for backtracking on DEI efforts that directly impact the Black community.
African Americans contribute $23 MM per day to Target’s revenue, a staggering amount that reflects the immense economic power of Black consumers. However, Target’s decision to phase out DEI programs signals a step backward in corporate accountability and racial equity. DEI initiatives are not just symbolic gestures, they open doors for employment, create leadership pipelines, provide mentorship programs, and support Black-owned brands that rely on large retailers for national exposure. The rollback of these initiatives means fewer career opportunities, fewer Black entrepreneurs in major stores, and an overall decline in corporate investments in racial equity.
Dr. Bryant’s FAST calls for immediate action: he is urging Black consumers to halt all purchases from Target and to divest any stock holdings in the company. This aligns with the philosophy of Dr. Martin Luther King Jr., who championed economic restraint as a powerful form of protest during the Civil Rights Movement. Just as Dr. King and other civil rights leaders leveraged economic boycotts to challenge injustice, this FAST is a call for Black consumers to use their collective spending power to demand accountability from corporations.
Target’s headquarters is located in Minneapolis, MN, the same city where George Floyd was murdered by police in 2020—a tragic event that ignited a global reckoning on racial justice.
Following Floyd’s death, Target positioned itself as a corporate ally, committing to DEI initiatives that aimed to uplift the Black community. Now, with those commitments being quietly dismantled, Dr. Bryant emphasizes that the fight for justice must extend beyond the streets and into our wallets. This economic FAST serves as a reminder that performative allyship is not enough—real change requires ongoing commitment and accountability.
This boycott will significantly impact many Black-owned and Black-supported brands currently sold at Target, including:
Mielle Organics – A leading Black-owned haircare brand that gained nationwide popularity through major retail partnerships.
Tabitha Brown’s Home & Kitchen Collection – A beloved brand featuring cookware, home essentials, and vegan food items.
The Doux Haircare Products – A top-selling brand catering to natural hair care needs.
Black Girl Sunscreen – A pioneering skincare brand made for melanated skin tones.
While these brands are important to Black consumers, the economic FAST underscores a greater issue – corporate commitments to racial equity should not be conditional or temporary. Target’s rollback of DEI initiatives sends a message that Black economic participation is welcomed only when it serves corporate interests, rather than being honored as a long-term commitment to equity and inclusion.
