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.
- A 40-day boycott of Target began on March 5th in protest of the company scaling back its diversity, equity, and inclusion initiatives.
- The boycott, organized by Atlanta Pastor Jamal Bryant and other faith leaders, encourages consumers to refrain from buying anything from Target for 40 days.
- Target is not the only retailer being targeted in current and upcoming boycotts, with Amazon, Nestle, and Walmart also facing similar actions.
- The boycotts are part of a larger movement pushing back against the rollback of DEI initiatives by various companies and institutions.
A 40-day Target boycott kicked off on Wednesday in protest of the company rolling back its diversity, equity and inclusion initiatives — just days after a nationwide 24-hour economic blackout of major corporations.
Several companies, including Walmart, Lowe’s and Meta, have reversed DEI initiatives in recent months. Some companies rolled back efforts even prior to President Donald Trump taking action to eliminate federal DEI programs upon his return to office.
The boycott, organized by Atlanta Pastor Jamal Bryant and other faith leaders, encourages consumers to refrain from buying anything from Target for 40 days, which is also the duration of Lent. According to the initiative’s website, it also asks investors to sell any Target stock they may own.
Target is not the only retailer being targeted in current and upcoming boycotts. Beginning on Friday, March 7, a week-long boycott of Amazon will begin — organized by the group behind the 24-hour economic blackout — as well as a Nestle boycott beginning on Friday, March 21, among others.
Here’s what Mississippi shoppers should know.
What is the ‘Target Fast’ boycott?
The faith community’s 40-day boycott is in protest of the retailer’s decision to reverse DEI initiatives. It began on Wednesday, March 5, and will continue for 40 days to align with Lent, which ends on Thursday, April 17.
Organizers created targetfast.org to offer information on the boycott.
“This is a fast for accountability,” the boycott’s website said. “A fast for justice. A fast for a future where corporations do not bow to pressure at the expense of marginalized communities.”
The NAACP has urged customers to instead support Black businesses as well as businesses that have maintained DEI programs.
How many Target stores are in Mississippi?
There are Target locations in six Mississippi cities, according to its store directory.
What boycotts are coming up?
In addition to boycotts in recent weeks, several more actions are planned throughout the coming months.
The People’s Union has since expanded its boycott to include other actions at different points throughout the spring, USA TODAY reported. These include boycotts of Amazon (March 7-14), Nestle (March 21-28), Walmart (April 7-14).
A second, broader one-day economic blackout is also slated for April 18.
Social media posts — using #LatinoFreezeMovement and #LatinoFreeze — have also encouraged consumers to “hold your money” amid freezes on DEI initiatives, National Institutes of Health funding and immigration actions.
The National Action Network, founded by Rev. Al Sharpton, also said in a Feb. 25 news release that it will announce an authorized boycott at the NAN Convention in early April.
USA TODAY reporter Betty Lin-Fisher contributed to this report.
