Pastor Jamal Bryant Calls for National Boycott of Target over DEI Rollbacks
Georgia megachurch pastor Jamal Bryant has called for a "full-on boycott" of Target due to the company's rollback of its diversity, equity, and inclusion (DEI) initiatives. Bryant, who leads New Birth Missionary Baptist Church in Stonecrest, Georgia, rejected Target's offer to settle a dispute over diversity, equity, and inclusion (DEI) initiatives by investing $2 billion in black-owned businesses by July 31.
Several days earlier, Target CEO Brian Cornell had a "very constructive" meeting in New York City with the Rev. Al Sharpton, The Christian Post reported.
"This morning, I had a very constructive and candid meeting with Brian Cornell that included NAN National Board Chair Dr. W. Franklyn Richardson and NAN Senior Advisor Carra Wallace. I am going to inform our allies, including Rev. Dr. Jamal Bryant, of our discussion, what my feelings are, and we will go from there," Sharpton said in a statement.
Meanwhile, Bryant told his congregation on Sunday that the meeting left him with a different impression.
"Ladies and gentlemen you already have read the report that a meeting took place and in that meeting I wanted to share with you the outcome of it. We had four asks and only walked away with one thing. I want to tell you what that one thing is. Target has agreed that by July the 31st they will complete the pledge of $2 billion for black business," he said.
"But the other three things we have no commitment on, and we don't have anything to stand on because their currency does not ride with us," he added.
Bryant previously called for a 40-day fast from Target after the retail giant and other large corporations, including Walmart, submitted to President Donald Trump's push to end DEI policies that he says "undermine our national unity," in addition to other matters.
"When we started this Target fast, a trillion-dollar company, a Fortune 500 company, was trading on the New York Stock Exchange at $138 a share. Because of how it is, that stridently you have put your hand to the plow, their stock started at $138 a share. As of Friday, it is down to $94 a share," Bryant explained, despite erroneously suggesting that Target is a trillion-dollar company.
On Monday, Target shares were trading around $93.
"Foot traffic at Target has gone down by 7.9 percent. Ladies and gentlemen, I hope that you will share with me your enthusiasm for people who thought it was ineffective and there would be no results is that because of your fast, Target has lost $12 billion. Come on, y'all ought to be shouting," he continued to applause.
"They tried to put out a statement that their loss is because of the economy, because of tariffs with China, but the reality is that while they were losing, Costco was gaining," he asserted.
Although Costco has maintained its DEI policies, the company has had a fluctuating share price.
The boycott, which has gained over 200,000 supporters to date, is part of a national movement to push for greater DEI commitments from large corporations.
"This is a national movement, and so, as a consequence on Tuesday, I will be introducing to you what is the national committee on this Target boycott," Bryant told his congregation.
"I am introducing all of them by name and by organization and affiliation so that Target knows you only talk to these people. Everybody don't represent us. … These are the people who are in agreement, in alignment with where it is that we are going and how it is that we move."
Photo Credit: ©Facebook/Cheeks Photography
Originally published April 23, 2025.
