Jamal Bryant Ends Target Boycott After $2B Black Business Investment; Protesters Resist
Pastor Jamal Bryant announced the end of a yearlong boycott against Target on March 11, after claiming a significant achievement in their demands. He positioned this development as a historic moment for collective action, likening it to the civil rights movement’s Montgomery bus boycott from 70 years ago.
Key Developments in the Target Boycott
The boycott, driven by dissatisfaction with Target’s diversity, equity, and inclusion (DEI) policies, came after significant community discontent following George Floyd’s death. Bryant initiated the “Target Fast” on March 5, 2025, to press for change.
Achievements Claimed by Jamal Bryant
- Target committed to investing $2 billion in Black-owned businesses.
- Of this commitment, 97% has been completed, with an additional $100 million allocated to community needs.
- Progress on establishing retail training centers at historically Black colleges and universities (HBCUs).
- A reimagining of DEI initiatives is being pursued.
Bryant expressed gratitude for achieving three out of the four primary demands. He emphasized the economic struggles faced by the Black community, citing that 300,000 Black women lost jobs in the past year, marking an alarming rise in unemployment.
The Continuing Struggle for Equity
Despite Bryant’s announcement, significant concerns linger over the fulfillment of all demands. These include a $250 million deposit commitment at Black-owned banks, which remains unmet. Bryant remains hopeful for progress under the leadership of Target’s new CEO, Michael Fiddelke.
However, not all activists agree with the decision to end the boycott. Leaders of the Racial Justice Network assert the fight is far from over. They held a press conference concurrent with Bryant’s announcement, reiterating the need for continued pressure on the corporation for genuine change.
Voices of Dissent
Nekima Levy Armstrong, founder of the Racial Justice Network, responded critically to Bryant’s claims of victory, emphasizing the lack of measurable results. She stated, “How can you call off a boycott focused on diversity, equity, and inclusion and have no results to show for it?”
Driving home her message, she highlighted the commitment necessary to demand accountability from the retailer and vowed to continue the boycott until satisfactory outcomes are realized.
