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By Jamal-Harrison Bryant
In the struggle for justice and equity, it is not enough to only demand change from our elected officials—we must also hold corporations accountable. When companies profit from our communities, they have a responsibility to reflect our values, invest in our people, and honor their commitments to diversity, equity, and inclusion (DEI). This is why for Lent, I am calling for a 40-day fast of Target, a corporation that once stood as a leader in DEI but has since caved to political pressure, abandoning both the very principles they claimed to champion as well as specific promises they made to the Black community.
For years, Target positioned itself as a company that embraced diversity, supported marginalized communities, and understood that equity is not just a buzzword—it’s a moral and economic imperative. It was a place where Black entrepreneurs, LGBTQ+ designers, and minority-owned brands found space on the shelves, a rare example of corporate America recognizing its role in fostering inclusivity. But when DEI came under attack by the current occupant of the White House who sees equity as a threat rather than an opportunity, Target retreated. They scaled back their DEI initiatives, pulled products from shelves, and distanced themselves from the very communities that helped build their brand.
This kind of corporate backpedaling is unacceptable. We cannot allow companies to profit off our culture, our labor, and our loyalty, only to abandon us when it becomes inconvenient or controversial. Our economic power is immense—Black Americans alone contribute over $1.6 trillion to the U.S. economy annually. If corporations want our dollars, they must respect our dignity.
With intentionality, I am organizing people of faith and good conscience to fast from patronizing Target; that is much different than a boycott. Without question, the boycotts of the Civil Rights Movement, such as the Montgomery Bus Boycott, were powerful acts of resistance against injustice, leveraging economic pressure to demand systemic change. These historic movements were deeply rooted in moral conviction and collective action for civil rights. In contrast, a fast from patronizing Target during Lent is not primarily a political or economic protest but a spiritual discipline. Fasting, in the Christian tradition, is an intentional act of self-denial that redirects the heart toward God. Choosing to refrain from shopping at Target—or any other place—during Lent is not about punishment or activism but about creating space for prayer, fasting, and mindfulness, during which we seek to grow closer to God by sacrificing worldly comforts and habits that may distract from our faith. While both boycotts and spiritual fasting involve sacrifice, the Lenten fast is a journey of spiritual renewal, seeking to cultivate relationship and dependence on God rather than the conveniences of the world.
The 40-day fast of Target is not about punishing a corporation—it’s about reminding every business that our communities will not be taken for granted. For too long, companies have treated DEI as a marketing strategy rather than a moral obligation. They issue statements during Black History Month, feature diverse faces in commercials, and make grand promises about inclusion. But when the political winds shift, they retreat, revealing that their commitments were never about justice, only profit.
So why Target?
Well, it’s personal. After the police murdered George Floyd in 2020, I traveled to Minneapolis with scores of leaders and activists to demand accountability in this tragic incident and to shine a light on the injustices too often plaguing the Black community. In that moment, the Target Corporation, headquartered in Minneapolis, issued a strong statement condemning racial injustice and committed $2 billion to support a myriad of initiatives including helping to rebuild the local community, supporting organizations focused on social justice, increasing investments in racial equity programs, improving diversity within its workforce and leadership, and expanding resources for employees, including mental health support and diversity & inclusion initiatives.
However, in the years following George Floyd’s death, Target scaled back some of its commitments. Despite pledging billions toward Black-owned businesses and increasing Black representation in leadership, the company has fallen short of its supplier diversity goals and reduced internal DEI programs. Political backlash against corporate diversity efforts contributed to Target deprioritizing racial equity investments, with budget cuts affecting partnerships with Black-led organizations. While the company continued to highlight its diversity efforts publicly, the reality is Target was spending more to talk about what they were doing than actually living up to its initial bold stance. While some may say that this decision aligns with actions taken by other corporations in response to the evolving political landscape, I saw it as a personal betrayal of the commitment that Target made to me and other community leaders when we were in Minneapolis in May 2020.
To paraphrase Dr. King, Target’s promissory note to Black America has returned from the bank of justice, marked “insufficient funds.” Target, a company that once took bold stances but is now more concerned with appeasing those who oppose progress than standing firm in its values.
So, we fast!
This fast is a call to action—not just for Target, but for all corporations that think they can use DEI as a temporary PR strategy rather than a long-term commitment. We must send a clear message: If you want our business, you must stand by us, even when it is inconvenient.
This movement does not end with Target. This is about building long-term economic strategies that prioritize our collective well-being. It’s about ensuring that our money is spent with businesses that uplift our communities rather than exploit them.
We must also recognize that corporate accountability goes beyond consumer actions. It requires advocacy, policy changes, and ongoing pressure to ensure that DEI is not just a temporary initiative but a foundational principle in every boardroom. We need to push for transparency in corporate DEI commitments, demand that companies report on their progress and hold them accountable when they fail.
This fast is a beginning, not an end. It is a wake-up call to corporations that think they can quietly abandon DEI without consequences. It is a reminder that our economic power is real, and when we move together, we can shift the tides of industry and influence the direction of corporate America. During these 40 days, I encourage our communities to be intentional with their dollars. Support Black-owned businesses. Invest in companies that have proven their commitment to diversity, not just in words but in actions. Let this be a time of reflection, prayer, education, and empowerment.
For the next 40 days, let us be intentional. Let’s be prayerful. Let’s be disciplined. Let’s be united. And let’s show every corporation that we will no longer fund our own oppression.
Jamal Bryant is senior pastor of New Birth Missionary Baptist Church, located in the City of Stonecrest. An internationally-known speaker and social justice activist, he earned his bachelor’s degree from Morehouse College and a master’s of divinity from Duke University. He studied in Great Britain and earned a doctorate from The Graduate Theological Foundation.
To hear Pastor Jamal Bryant’s original announcement on the Target fast , click the video: