From pulpit to protest: What the 40-day boycott of Target is about - The Washington Post

In a recent turn of events, a group of Black faith leaders, led by Jamal Bryant, are taking a stand against retail giant, Target, in response to the company's apparent rollback of its Diversity, Equity, and Inclusion (DEI) initiatives. The protest, termed the "Target Fast", is a 40-day boycott of the retail chain that coincides with the period of Lent, a time of austerity and reflection in the Christian calendar. This article delves into the details of this protest, exploring the reasons behind it and its potential implications for Target and the wider retail industry.

The boycott against Target, known as the "Target Fast," emerged following the company's perceived rollback on its commitment to diversity, equity, and inclusion (DEI). The company, well known for its widespread retail operations across the United States, had initially instituted policies and initiatives aimed at promoting DEI within its operations. However, recent changes in the company's approach have triggered a backlash, primarily from Black faith leaders who have long championed the cause of racial justice and equality.

Prominent among the leaders of the protest is Pastor Jamal Bryant, a well-known figure in the Black faith community. Bryant, along with other faith leaders, has been vocal about the need for corporations like Target to stand by their commitment to DEI. He argues that such commitments are not just about corporate social responsibility, but also about creating a business environment that reflects the diverse society in which we live.

The "Target Fast" boycott is set to last for 40 days, aligning it with the period of Lent, a significant time of reflection and sacrifice in the Christian faith. This symbolic timeframe is intended to amplify the message of the protest and underscore the seriousness of the issue at hand. The faith leaders hope that by associating the protest with such a significant religious period, they can motivate more people to support and participate in the boycott.

However, the protest is not just about Target. The faith leaders see the boycott as part of a broader movement to hold corporations accountable for their commitments to DEI. They argue that it is not enough for companies to merely pay lip service to these ideals; they must take concrete steps to implement them in their operations.

The involvement of the Black church in social activism is not a recent development. It has historically served as a stronghold for Black communities, particularly during periods of social unrest. It provided leadership during the Civil Rights Movement in the 1960s, with figures like Martin Luther King Jr., a Baptist minister, at the forefront. This tradition of faith-based activism continues today, with leaders like Rev. Jamal Bryant stepping in to address contemporary social issues.

The "Target Fast" is a modern iteration of this centuries-old tradition. It is an effort to leverage the economic power of their congregations to effect change in corporate behaviour. It is an echo of the Montgomery Bus Boycott, a seminal event in the Civil Rights Movement, which demonstrated the power of economic protest to dismantle segregation policies.

Bryant and his fellow faith leaders are not just spiritual guides; they are community leaders. Their influence extends beyond their congregations and into the larger Black community. Their decision to engage in a public boycott of a major corporation signals a push for broader societal change, an insistence on visibility and respect for Black consumers.

However, it is important to note that the church's role in social activism is not without controversy. Some critics argue that the church should remain separate from social and political issues, focusing solely on spiritual matters. Others, however, view the church's involvement as essential in advocating for the rights and well-being of its congregants in a society where they often face systemic injustices.

As the boycott continues to gain momentum, its implications on a broader scale have begun to surface. The protest is not just about Target, but it also serves as a reminder of the power that consumers wield in the marketplace.

According to Dr. Sheri Parks, a professor of American Studies at the University of Maryland, "This boycott underscores the ongoing struggle for racial equity and inclusion. It's not just about one company's policies, but about the larger societal issue of systemic racism. Consumers have a significant role in holding corporations accountable for their actions."

The boycott, in essence, is a call to action for consumers to leverage their buying power to effect change. The faith leaders behind it hope that this protest will inspire consumers to examine the practices of other corporations and demand equity and inclusivity.

However, the effectiveness of the boycott is not without its critics. Some argue that the impact of boycotts is often short-lived and that systemic change requires long-term commitment and action from both consumers and corporations. Nevertheless, the 'Target Fast' continues to send a potent message about the need for commitment to diversity, equity, and inclusion in corporate America.

In summary, the 40-day boycott of Target led by Jamie Lee and other Black faith leaders is a response to what they perceive as the company's rollback on its Diversity, Equity, and Inclusion initiatives. The protest, referred to as the "Target Fast," aligns with the Lenten season, a period of reflection and abstention in Christianity. It is a call to action against corporate practices that they believe do not support the advancement of marginalized communities.

While some may see this as merely symbolic, the boycott has drawn attention to the ongoing conversation about corporate responsibility in promoting diversity and inclusion. Regardless of one's views on the matter, the story of Jamie Lee and the "Target Fast" underscores the intersection of faith and activism, and the role of religious leaders in advocating for social justice.

As the world continues to grapple with issues of discrimination and inequality, the impact of such movements, whether they result in policy changes or simply increase awareness, cannot be understated. The "Target Fast" serves as a reminder that every action, big or small, has the potential to effect change.

Source: https://www.washingtonpost.com/business/2025/03/05/target-boycott-dei-40-day-fast/