Pastor Jamal Bryant Gives His Two Cents On Target Boycott Success: Leaders Ignored His Call For Dialogue

The predominantly Black-led boycott of Target over its removal of diversity, equity, and inclusion (DEI) policies has proven remarkably effective, described by Atlanta pastor Jamal Bryant as “the most impactful boycott for Black individuals in 70 years since the Montgomery Bus Boycott.” Since the February announcement, Target's stock has plummeted from $145 to $93, resulting in a staggering $12 billion decline in valuation and an almost 8 percent fall in store visits, with online spending decreasing by nearly 10 percent.Despite this apparent success, Bryant expressed his embarrassment over the outcome during a discussion at Black Star Week in Atlanta. He lamented his failure to meet with Target executives, revealing that he was actively sidelined. Bryant criticized the trend of directing consumer support from one white corporation to another, pointing out a lack of Black-owned franchises. He emphasized the necessity of unifying various communities and restructuring social media strategies for more impactful outcomes.