Beginning today, a prominent pastor in Atlanta is spearheading a 40-day boycott against Target due to the retailer’s recent decision to retract its diversity, equity, and inclusion (DEI) initiatives. This move comes as the company also faces declining stock market performance and concerns regarding impending tariffs.

Dr. Jamal Bryant of the New Birth Baptist Church is encouraging his congregation to abstain from shopping at Target and to divest their shares in the company during the Lent period, emphasizing the financial influence of Black consumers.

The Background of Target’s DEI Changes

On January 24, Target, which is headquartered in Minneapolis and operates nearly 2,000 locations with upwards of 400,000 employees, announced it would discontinue a program aimed at supporting Black employees and enhancing the shopping experiences of Black customers. This initiative was originally launched following the tragic death of George Floyd in 2020.

While Target stated that the conclusion of the racial program was part of a pre-planned strategy for this year, it also confirmed the discontinuation of its DEI goals that were previously set in three-year terms. These objectives had included increasing the representation of women and other minorities within the company, as well as fostering relationships with diverse suppliers.

Reactions and Boycott Participation

In the spirit of Black History Month, Pastor Bryant has rallied support for the boycott, urging his followers to take a stand against perceived corporate misconduct. “I want the stock to go down because we are standing in righteous indignation against racism and sexism in this nation,” Bryant stated. He further emphasized the economic impact of Black consumers, noting that they spend an average of $12 million daily at Target.

Since the call to boycott, more than 50,000 individuals have signed an online petition in agreement with Bryant’s stance, illustrating a growing movement among community members.

The Economic Impact on Target

Target’s stock has seen a decline of over 13% recently, dropping from $135.21 to $117.14 per share. In addition to the internal boycott, a lawsuit has been filed by a group of shareholders who claim that the company misrepresented the risks associated with the changes to its DEI policy.

On a related note, in a recent discussion with CNBC, Target CEO Brian Cornell indicated that customers may soon notice price increases due to new tariffs imposed on imports, particularly from Mexico. The company anticipates a modest 1% rise in net sales and flat comparable sales in the near future.

How to Get Involved

Community members and supporters of the boycott can learn more about the initiative and its demands by visiting this website.