Why is Target under fire? Drama explained as Pastor calls for 'full Target boycott'

A growing call for a nationwide boycott of Target continues to gain traction after Rev. Jamal Bryant, a prominent Georgia pastor, urged the extension of a 40-day “fast” from the retail giant into a sustained campaign. The movement, which began in early March, was initially framed as a temporary protest aligned with the Lenten season. However, Bryant recently emphasized the need for a long-term boycott until specific demands are addressed.

At the heart of the protest are concerns over the retail corporation's recent decision to scale back certain diversity, equity, and inclusion (DEI) initiatives. There are introductions of programs that supported Black employees and Black-owned businesses, but these efforts are now reevaluated and, in some cases, phased out. Protest organizers are calling on the company to recommit to DEI tenets and to invest in Black financial institutions and enterprises.

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Target faces backlash and boycott over DEI policy changes

After Donald Trump started his second term as president, the American retail corporation joined many large companies in scaling back their DEI (Diversity, Equity, and Inclusion) policies. This shift happened due to pressure from conservative court decisions, right-wing activists and legal organizations, and new government regulations.

Many people criticized this decision on social media, and the daughters of one of Target's founders said it felt like a betrayal. In February 2025, customers announced a 40-day boycott of the American retail corporation. By the end of that month, Target's stock price fell by $27.27 per share resulting in a $12.4 billion loss in market value for the company.

Bryant, who leads New Birth Missionary Baptist Church in Georgia, represents a coalition of faith leaders and community advocates who say they are seeking accountability rather than confrontation.

“Until Target comes to the table with serious, concrete proposals to meet our four demands, we will remain in this posture,” Bryant said on a website made for the boycott campaign.

“Silence and delay are no longer acceptable,” he added. “Our communities deserve action, not platitudes. Our demands are not radical — they are righteous, reasonable, and long overdue.”

In response to the issue, the American retail corporation has reaffirmed its large-scale commitment to inclusivity across its workforce, customer base, and supply chain. Also, a spokesperson of the company reported that store is still very much at work in building relationships in the diverse communities where it operates.

"We have an ongoing commitment to creating a welcoming environment for all team members, guests, and suppliers,” the corporation said in a statement.

“It’s core to how we support and grow our business,” the company continued. “We remain focused on supporting organizations and creating opportunities for people in the 2,000 communities where we live and operate.”

Target Corporation is an American retail company that runs a chain of discount department stores and hypermarkets, with its headquarters in Minneapolis Minnesota. As of 2024, the corporation has 1,978 stores across the United States and ranks No. 32 on the 2022 Fortune 500 list of the largest U.S. corporations by total revenue.

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