Mar. 16, 2026 at 10:53am
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After a year-long boycott led by Pastor Jamal Bryant over Target’s decision to roll back its diversity, equity, and inclusion (DEI) initiatives, the retailer has reached a new agreement with community leaders. Target has committed to investing over $2 billion in the Black community, including support for historically Black colleges and universities and a ‘belonging’ program focused on helping women and minority employees.
Why it matters
The boycott, which spanned cities including Atlanta, Houston, Jacksonville, and Alexandria, significantly impacted Target’s foot traffic and sales, especially for Black-owned businesses that sold products through the retailer. The resolution of the boycott represents an important step in Target’s efforts to rebuild trust with the Black community.
The details
Pastor Jamal Bryant called for the 40-day ‘Target Fast’ boycott to coincide with Lent, when some Christians observe fasting. The boycott resulted in a nine-week decline in Target’s foot traffic. In a recent meeting, Target executives shared new plans to invest over $2 billion in the Black community and support programs focused on helping women and minority employees. While some leaders, such as Monique Cullars-Doty and Jaylani Hussein, will continue the boycott, Bryant has announced the end of the year-long protest.
The boycott began in early 2025 and lasted for approximately one year.The 40-day ‘Target Fast’ boycott coincided with the Lenten season.
The players
Pastor Jamal Bryant
The community leader who called for the year-long boycott of Target over the retailer’s decision to roll back its DEI initiatives.
Monique Cullars-Doty
The co-founder of Black Lives Matter Minnesota who will continue the boycott against Target.
Jaylani Hussein
The executive director of CAIR-Minnesota who will continue the boycott against Target.
A business owner who sold home decor and hair care lines through Target and has seen a ‘major hit’ to her business due to the boycott.
Melissa Butler
The founder and CEO of The Lip Bar, who shared that sales had declined by 30% since the boycott of Target began.
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What they’re saying
“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”
— Gordon Edgar, grocery employee (Instagram)
What’s next
Target will need to demonstrate its commitment to the Black community through the implementation of its new $2 billion investment plan and ‘belonging’ program for minority employees.
The takeaway
The resolution of the year-long boycott against Target represents an important step in the retailer’s efforts to rebuild trust with the Black community, but it will need to follow through on its new initiatives to prove its dedication to diversity, equity, and inclusion.