Pastor Jamal Harrison Bryant of New Birth Missionary Baptist Church initiated a successful boycott against Target, initially a 40-day 'fast' and then a 'full-out boycott,' in response to the company's rollback of Diversity, Equity, and Inclusion (DEI) initiatives, which he views as a betrayal of commitments to the Black community. Citing the power of the 'Black dollar,' Bryant's movement has impacted Target's sales and foot traffic. He has now announced a similar nationwide fast from Dollar General, aiming to leverage consumer power against companies perceived as aligning with Trump's policies and neglecting minority communities.
Pastor Jamal Harrison Bryant on Target boycott ‘victory’ and the Black dollar’s power: ‘They’ve awakened a sleeping giant’
United StatesRetail industryRaceDonald TrumpShops and shoppingBusiness
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TL;DR: Key points with love ❤️Pastor Jamal Harrison Bryant of New Birth Missionary Baptist Church initiated a successful boycott against Target, initially a 40-day 'fast' and then a 'full-out boycott,' in response to the company's rollback of Diversity, Equity, and Inclusion (DEI) initiatives, which he views as a betrayal of commitments to the Black community. Citing the power of the 'Black dollar,' Bryant's movement has impacted Target's sales and foot traffic. He has now announced a similar nationwide fast from Dollar General, aiming to leverage consumer power against companies perceived as aligning with Trump's policies and neglecting minority communities.
Trending- 1 70 years ago: Montgomery bus boycott.
- 2 10 years ago: Jamal Harrison Bryant considered running for Congress after Freddie Gray's killing.
- 3 2019: Jamal Harrison Bryant became senior pastor of New Birth Missionary Baptist Church.
- 4 2020: George Floyd's murder, Target pledged $2bn in Black-owned businesses by end of 2025.
- 5 A month before 5 February (early January 2025): Activists protested in front of Target's Minneapolis headquarters, calling for a nationwide boycott.
- 6 5 February (2025): Jamal Harrison Bryant called for a 40-day 'fast' from Target.
- 7 Ash Wednesday (mid-March 2025): #TargetFast shifted to a 'full-out boycott.'
- 8 April (2025): Town hall meeting where Bryant spoke.
- 9 Last month (May 2025): Target CEO Brian Cornell reported sales losses.
- 10 Thursday before Easter (late March 2025): Cornell and Sharpton met with Bryant in New York.
- 11 Tuesday after Easter (early April 2025): Cornell summoned to meet with the president at the White House.
- 12 13th week of boycott (late April/early May 2025): Dollar General boycott announced.
- 13 15th week of boycott (mid-May 2025): Article published, reflecting ongoing boycott.
- 14 Juneteenth Sunday (June 15, 2025): 2,000 churches challenged to raise offering for National Museum of African American History.
- Significant sales losses and decline in foot traffic for Target
- Increased mobilization and awareness of Black consumer power
- Potential for other companies to re-evaluate DEI rollbacks
- Challenges for Black entrepreneurs with brand partnerships
- Potential impact on Dollar General
- Increased support for Black businesses and institutions like the National Museum of African American History
What: Pastor Jamal Harrison Bryant of New Birth Missionary Baptist Church launched a boycott against Target due to its rollback of DEI initiatives, which he considers a betrayal of commitments to the Black community. The boycott has reportedly caused significant sales losses for Target. Bryant has now announced a similar 'fast' from Dollar General, aiming to leverage Black consumer power to influence corporate behavior and address issues like access to capital, support for HBCUs, and executive diversity.
When: 5 February (Bryant called for 40-day fast), a month earlier (activists protested Target HQ), Ash Wednesday (fast shifted to full boycott), April (town hall meeting), last month (Target CEO call with reporters), 15th week (of Target boycott), 13th week (Dollar General announced), 70 years (since Montgomery bus boycott), 2019 (Bryant took over New Birth), 10 years ago (Bryant thought about running for Congress), 2025 (Target pledged $2bn by end of year).
Where: Atlanta area (New Birth Missionary Baptist Church), Minneapolis (Target headquarters), New York (meeting with Sharpton), Paris (global reach).
Why: To hold corporations accountable for commitments to Diversity, Equity, and Inclusion (DEI) initiatives, particularly those made to the Black community after George Floyd's murder. Bryant believes companies are rolling back DEI to appease the Trump administration and that organized consumer spending can force change and empower the Black community economically.
How: Bryant initiated a 'fast' and then a 'full-out boycott' of Target, mobilizing his church members and gaining support from activists and Black business leaders. He set specific demands for Target (investing in Black banks, adopting HBCUs, honoring George Floyd commitment, reimagining DEI). He is now applying a similar strategy to Dollar General, encouraging electronic protests for those in food deserts.