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STONECREST, GA—On Sunday, Feb. 2, New Birth Missionary Baptist Church Pastor Jamal H. Bryant delivered a passionate sermon calling on the “conscientious Christian community” across the country to join a 40-day fast from Target. The fast, coincides with Lent, which begins on March 4 and will last until April 16, marking a period of prayer and fasting in the Christian church.
The nationally-known pastor blasted several corporations that have announced their stance against Diversity, Equity, and Inclusion (DEI) initiatives, particularly Target, which he said is backing away from its commitment DEI.
DEI programs, which were introduced in 1965 under President Lyndon B. Johnson and expanded to address job opportunities for Blacks and marginalized communities, are now facing a retrenchment as many companies scale them back or eliminate them altogether.
President Trump signed executive orders against the programs on Jan. 20, the first day he returned to the White House. DEI employees were laid off, diversity training programs canceled, and federal agencies were instructed to defund the programs. Trump urged corporations to do the same, touching off a storm of controversy.
Trump is now touting a new approach to hiring and workplace matters called “Merit, Excellence, and Intelligence (MEI),” which emphasizes selecting candidates based solely on their qualifications, abilities and intelligence.
Bryant, however, said the President’s move is an attempt to return the country to an era of systemic racism and sexism in the workplace, arguing that the push undermines the progress made over decades for people of color.
Bryant’s criticism was especially leveled at Target, which he said is now reneging on a commitment to invest $2 billion into the black community by December 2025. He highlighted that Black consumers contribute significantly to Target’s bottom line, spending an estimated $29 million daily, amounting to $800 million per month.
“…If you’re going to take our money, you’d better open up your doors and open up employment and open up scholarships,” Pastor Bryant said.
“I want to go on record that not only am I asking you to fast for 40 days from Target, I am telling you to sell all of your Target stock. I want the stock to go down because we are standing in righteous indignation against racism and sexism in this nation,” Bryant said.
Bryant reminded the congregation and those listening online that they have the power to hit Target where it hurts the most.
“…What we learned from the Montgomery (Alabama) bus boycotts is that racist America doesn’t respond to speeches. They respond to dollars. If they start losing $29M a day for 40 days, we will break the back of the system,” Bryant said.
Bryant said launching the 40-day fast would give black vendors currently located within Target stores the chance to shift their products online for people to support them. Bryant said other black-owned businesses also would have the chance to join the National Black Chamber of Commerce and be listed in its digital directory of some 300,000 black-owned businesses.
To join the 40-day fast and receive a digital directory of black-owned business, visit Targetfast.org.
To hear key portions of Pastor Jamal Bryant’s announcement on the Target fast, click any of the three links below and to hear the entire message, click the video: