By Bobby R. Henry, Sr.
Westside Gazette
ATLANTA — Rev. Jamal Bryant, the outspoken pastor of New Birth Missionary Baptist Church, is acknowledging what he calls a “mistake” in how he communicated the conclusion of a major component of the national boycott against Target—a campaign that has drawn the attention of faith leaders, activists, and Black consumers across the country.
Bryant, who had urged churches and supporters to participate in what was called the “Target Fast,” recently admitted that announcing the end of that phase of the protest created confusion and frustration among many supporters who believed the broader boycott itself had been called off.
Speaking on his podcast, Bryant accepted responsibility for the misunderstanding.
“I failed this week,” Bryant said, acknowledging that many people felt disappointed and bewildered by the announcement.
The Target Fast had been promoted as a faith-based economic protest encouraging consumers—particularly within the Black church—to redirect their spending toward Black-owned businesses and institutions. The movement gained traction after criticism that Target had scaled back or retreated from some of its diversity, equity, and inclusion (DEI) commitments.
Fast vs. Boycott
Bryant later clarified that ending the fast did not mean ending the boycott.
According to Bryant, the fast was a symbolic and spiritual component meant to mobilize churches and draw attention to economic empowerment. The larger economic pressure campaign, he said, remains an ongoing effort led by activists and community leaders demanding greater corporate accountability.
Those demands have included stronger commitments to diversity initiatives, increased investments in Black-owned businesses, partnerships with historically Black colleges and universities, and fulfillment of community investment pledges.
Responding to Critics
Bryant also addressed rumors circulating online suggesting he had been financially incentivized to end the protest. He dismissed those claims outright.
“Absolutely not a dime,” Bryant said, noting that neither Target nor its representatives had paid him to influence the movement.
Despite the controversy surrounding the messaging, Bryant emphasized that the central goal of the protest remains unchanged: using economic power to demand corporate accountability and equity for Black communities.
A Broader Lesson in Economic Power
The episode highlights a larger conversation happening within the Black community about the role of collective economic action and the responsibility of corporations that benefit from Black consumer dollars.
For many supporters, the Target boycott has become part of a broader push to remind major companies that the Black community represents a powerful economic force—one that expects respect, representation, and reinvestment.
As Bryant and other organizers continue the dialogue, one point has remained consistent: the struggle for economic justice is larger than any single campaign.
And for many activists, the lesson remains clear—economic solidarity and accountability must remain central to the fight for equality.