Metro Atlanta Pastor Claims Victory as Target Boycott Ends

Jamal Bryant says the year-long boycott over Target's DEI rollback has officially concluded.

Published on Mar. 11, 2026

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Metro Atlanta pastor Jamal Bryant announced that the boycott against Target over the company's rollback of diversity, equity, and inclusion (DEI) initiatives has officially ended after a year. Bryant claimed victory, stating the boycott demonstrated the power of the Black consumer. While Target has made some changes, such as investing $2 billion in Black-owned businesses and adding diversity to its board, the community is still seeking a formal apology and a partnership with a Black bank.

Why it matters

The Target boycott was a high-profile example of the growing influence of the Black consumer market and the willingness of community leaders to mobilize against perceived corporate missteps on diversity and inclusion. The resolution of the boycott could set a precedent for how companies respond to activist pressure around DEI policies.

The details

According to Bryant, in the last year, Target has nearly completed a prior commitment to invest $2 billion in Black-owned businesses, added representation to their board, and felt the impact of losing Black business. However, the leaders said the Black community still has not received an apology from the company and they still want the company to partner with a Black bank.

  • The Target boycott began in March 2025 after the company rolled back its DEI initiatives.
  • The boycott officially ended in March 2026, after a year of pressure from community leaders.

The players

Jamal Bryant

A Metro Atlanta pastor who led the campaign to boycott Target over its DEI policy changes.

Target

A major retail chain that faced a year-long boycott from the Black community over its rollback of diversity, equity, and inclusion initiatives.

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What’s next

The leaders behind the boycott said they still want Target to issue a formal apology to the Black community and partner with a Black-owned bank.

The takeaway

The successful Target boycott demonstrates the growing power of the Black consumer market and the willingness of community leaders to hold corporations accountable for their diversity and inclusion policies. While Target has made some concessions, the resolution of this boycott could set an important precedent for how companies respond to activist pressure around DEI issues.