40-day ‘Target Fast’ underway to boycott Target DEI rollbacks
Pastor Dr. Jamal Bryant, leading the “Target Fast,” urges Target executives to restore DEI policies, hoping the boycott forces a reversal.
Several companies have been targeted for whether or not they are following the Trump administration’s lead on eliminating diversity, equity, and inclusion. For one, it’s even more literal.
A nationwide boycott started Thursday against Target. Here’s what we know:
Why is Target being boycotted?
Target has been under fire since earlier this year when the company announced the end of its DEI program. Jamal-Harrison Bryant, senior pastor of New Birth Missionary Baptist Church in Stonecrest, has been joined by other religious leaders in a “40-day fast” to coincide with Lent, a Christian season of fasting and prayer which started Wednesday and runs through Easter.
A website with a petition has been set up called targetfast.org. It lists four demands of the company:
- Honor the $2 billion pledge to the Black business community through products, services, and Black media buys. This was something the company committed to before the White House called for the end of DEI.
- Deposit $250 million among Black banks.
- Completely restore the franchise commitment to DEI.
- Pipeline community centers at 10 HBCU to teach retail business at every level.
“At the conclusion of the fast, we will collect data on its impact and attempt to meet with Target’s board to assess whether we will proceed to Phase 2,” the website said. “The shareholders’ meeting is on June 12 in Minneapolis—the same city where George Floyd was killed—so we pray for resolution before then.”
How many Targets are in Georgia?
According to Statista, Target has 54 stores in Georgia as of last year.
Are the boycotts against Target working?
Boycotts and their results are very divisive. What we know is Target’s stock has been steadily dropping since the end of January. Target’s earnings report indicated a “decline in February net sales.” Along with consumer uncertainty, the company says tariffs imposed by the Trump Administration will yield more “profit pressure” and warns shoppers to expect price hikes on certain goods, such as fruits and vegetables.
Activists recently had a total spending boycott on Feb. 28. Similarweb reported web traffic for Target was down 1% and about 11% on the app. Placer.ai reported foot traffic was down by about 10% compared to this time last year.
What DEI boycotts are next?
According to the Asbury Park Press, an Amazon boycott will take place March 7–14 and there’s one for Walmart taking place April 7–13.
USA TODAY reporter Betty Lin-Fisher contributed to this article.
Miguel Legoas is a Deep South Connect Team Reporter for Gannett/USA Today. Find him on X and Instagram @miguelegoas and email at mlegoas@gannett.com.
