Forbes, March 2025
Target is looking down the barrel of a 40-day boycott called by the Rev. Jamal Bryant of New Birth Missionary Baptist Church in Stonecrest, GA. Fasting is common practice among the Christian faithful during Lent so he is calling for a “Target Fast” to bring attention to the company’s backtracking on its diversity, equity and inclusion principles.
“Fasting is not just about what we abstain from — it is about what we embrace. By redirecting our resources toward businesses that uphold justice, we embody our commitment to God’s vision of equity and love in action,” he states on the TargetFast.org website. The general consensus is that boycotts are a symbolic gesture that ultimately has little economic impact on the targeted company. However, feelings run high on DEI, tied to the broader Civil Rights issue. The 40-day “Target Fast” elevates it from mere emotions to a spiritual imperative.
