Pastor Jamal Bryant Leads 'Target Fast' Campaign: A Call to Action for Black Churches and Corporate Accountability

ATLANTA — Pastor Jamal Bryant, alongside Nina Turner's organization, has launched the Target Fast campaign earlier this year in response to the retailer’s commitment to Diversity, Equity, and Inclusion (DEI). The campaign, a call to action for Black Churches across the nation, aims to hold Target accountable for its promises to the Black community while emphasizing the need for a deeper commitment to corporate responsibility and solidarity.

The campaign has already gained significant momentum, with more than 73,000 participants signing up. Bryant’s goal is to mobilize 100,000 people by March 5. This effort, inspired by historical movements like the Montgomery Bus Boycott, seeks to spark change through collective action rather than confrontation. Bryant has described the campaign as a focused “fast,” aligning with the Lenten season, running through Easter. While some protests have included symbolic acts of shoppers loading up carts with goods and walking away at the counter, citing Target's insufficient DEI support, Bryant insists that the campaign is not just a boycott. Instead, it’s a movement that emphasizes prayer, reflection, and unity during this period of abstaining from purchases.

The Target Fast campaign calls for four primary demands, which are outlined on the movement’s official website, targetfast.org:

1. Honor the $2 billion pledge made to Black-owned businesses, media, and suppliers.
2. Deposit $250 million into Black banks across the nation.
3. Fully restore Target’s commitment to DEI, focusing on infrastructure and hiring practices.
4. Establish a community center at 10 historically Black colleges and universities (HBCUs) to teach retail business at all levels.

Bryant, who has emphasized the historic role of the Black Church in social justice efforts, is leveraging this influential sector to amplify the movement's voice. He highlighted the importance of the Black Church in fostering community-driven activism, underscoring its ability to unite people around shared goals and values.

In addition to these demands, the campaign aims to apply financial pressure to Target through tracking its stock fluctuations, which have currently dropped by approximately 8.79%. This strategy reflects the economic power of the Black community and its growing ability to influence corporate decisions. The movement encourages individuals to become conscientious consumers, aware of the impact their collective purchasing decisions can have on the future of the company.

Bryant’s approach also highlights the long-term vision of the Target Fast campaign. While Target is the focus right now, Bryant plans for this initiative to serve as a blueprint for future corporate accountability efforts, targeting one company at a time to maximize impact. The NAACP, Urban League, and Black denominations are also involved in the ongoing conversations about this issue, with Bryant hoping to unite multiple sectors of the Black community for greater influence.

Bryant draws direct parallels between the Target Fast movement and the Montgomery Bus Boycott, noting the enduring influence of that movement’s ability to create lasting change. By the time of the June 8 stockholders meeting in Minneapolis, Bryant hopes to leverage the momentum from the campaign, ensuring that these demands are not only heard but acted upon by Target’s leadership and stockholders.

"The Black Church has always been the cornerstone of social change in this country," Bryant said. "This campaign is not just about targeting one company. It's about demanding that corporations like Target treat Black people with dignity, fairness, and respect. It's time for corporate America to recognize the power of the Black community and its ability to organize for change."

This initiative underscores the evolving role of social justice movements in the digital age, where data, collective action, and economic power have the potential to shift corporate priorities and influence broader policy decisions.