Target Faces Boycott During Lent as Pastor Leads Fast Against DEI Rollback

A Lenten Fast for Diversity

In the wake of companies rolling back their diversity, equity, and inclusion (DEI) initiatives, some Americans are taking a stand through boycotts. One such boycott is targeting Target, led by Pastor Jamal Bryant of New Birth Missionary Baptist Church in Atlanta.

Bryant is encouraging his congregation to participate in a 40-day "fast" from Target during Lent, the Christian season of reflection and sacrifice leading up to Easter. This boycott aligns with the Lenten tradition of giving something up, and Bryant sees it as a way to protest Target's decision to prioritize "consumerism over decency" by dismantling its DEI programs.

The timing of the boycott is significant, coinciding with the recent rollback of DEI initiatives by several major companies, including Target. This shift follows President Donald Trump's promise to end DEI programs in the federal government and reverse policies promoting diversity in employment.

Bryant argues that Target's decision to abandon its DEI efforts is a betrayal of the Black community, which has shown significant brand loyalty to the company. He has launched a pledge encouraging people to participate in the fast, with over 110,000 individuals signing on so far. Participants receive a directory of Black-owned businesses they can support as an alternative to Target.

This boycott highlights the growing frustration among some Americans with the rollback of DEI initiatives. It also demonstrates the power of faith-based communities to mobilize and advocate for social change. As the boycott continues, it will be interesting to see its impact on Target and other companies reconsidering their commitment to diversity and inclusion.