Pastor Jamal Bryant Ends Target Boycott Campaign, But Not All Agree

The year-long faith-based boycott over Target's diversity policies has concluded, but some activists say the fight is far from over.

Mar. 13, 2026 at 5:35pm

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After a year of economic pressure and national attention, Pastor Jamal Bryant of New Birth Missionary Baptist Church in Atlanta announced the end of the 'Target Fast' boycott campaign that he launched in early 2025. Bryant said the coalition behind the protest has achieved most of its goals, including Target's fulfillment of a $2 billion pledge to support Black-owned businesses and expanded partnerships with HBCUs. However, some activists involved in the original nationwide boycott disagree with Bryant's declaration of victory, arguing that Target has not made any real concessions.

Why it matters

The Target boycott highlighted the economic influence of Black consumers and the power of faith-based organizing. While Bryant claims the campaign has been successful, the continued disagreement among activists shows the complexities of social justice movements and the challenges of declaring victory when not all participants are satisfied with the outcome.

The details

The boycott began in early 2025 after Target scaled back some of its diversity, equity and inclusion (DEI) initiatives following the return of President Donald Trump to the White House. Bryant launched a 40-day Lenten boycott that quickly expanded into a broader national campaign urging Black consumers to withdraw their spending from the retail giant. Bryant said the 'Target Fast' ultimately drew more than 300,000 signatures and helped pressure the company to follow through on commitments tied to Black economic participation, including fulfilling a $2 billion pledge to support Black-owned businesses and expanding partnerships with HBCUs. However, one key demand - for Target to deposit $250 million in Black-owned banks - remains unresolved.

  • The boycott began in early 2025.
  • Bryant launched a 40-day Lenten boycott in early 2025.
  • Bryant announced the end of the 'Target Fast' boycott campaign in March 2026.

The players

Jamal Bryant

The senior pastor of New Birth Missionary Baptist Church outside Atlanta who launched the 'Target Fast' boycott campaign in early 2025.

Target

The retail giant that faced economic pressure and national attention due to the boycott over its rollback of diversity, equity and inclusion (DEI) policies.

Brian Cornell

The former CEO of Target who stepped down during the boycott.

Michael Fiddelke

The new CEO of Target who succeeded Brian Cornell.

Minnesota activists

Activists who say they initiated the nationwide Target boycott, in contrast to Bryant's claim of leading the movement.

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What they’re saying

“The boycott has been an amalgamation of several different movements. But I'm grateful and I give God all of the glory for what it is that he's been able to do. So thank you for praying with us, marching with us and standing with us. Stay tuned for the next fight, because this fight for us has now reached its conclusion.”

— Jamal Bryant, Senior Pastor, New Birth Missionary Baptist Church (lafocusnews.com)

“We're pleased to be moving forward, and we will continue showing up as trusted neighbors while delivering results for our team members, guests and the more than 2,000 communities in which we serve. Because when those communities thrive, so do we.”

— Target (lafocusnews.com)

“What makes Bryant think that we take orders from him? I'm never returning to Target.”

— Anonymous social media user (lafocusnews.com)

“Target would rather spend their marketing budget to launch a media campaign falsely declaring the boycott is over rather than apologize publicly, reverse the policies that led to this and meaningfully invest in the communities they wronged.”

— Anonymous activist (lafocusnews.com)

“Our dollars have influence, and we have choices.”

— Mallory, Boycott Leader (lafocusnews.com)

What’s next

The coalition behind the boycott says it will continue to monitor Target's progress on its commitments, particularly the $250 million pledge to Black-owned banks, which remains unresolved.

The takeaway

The Target boycott demonstrated the economic power of Black consumers and the influence of faith-based organizing. However, the continued disagreement among activists over the campaign's success highlights the complexities of social justice movements and the challenges of declaring victory when not all participants are satisfied with the outcome.