February 4th 2025.
During his Sunday Service on February 2nd, Pastor Jamal Bryant of New Birth Baptist Church in Metro Atlanta made an important announcement. He declared that he, along with Ron Busby, the President and CEO of the U.S. Black Chambers, Inc., will be leading a 40-day economic fast against Target. The reason behind this bold move is the retailer's recent decision to cut back on their diversity, equity, and inclusion efforts.
In a press release obtained by BLACK ENTERPRISE, Pastor Bryant urged for 100,000 Black supporters to join the movement. The fast will take place from March 3rd to April 19th, which coincides with the Lenten season. The goal is to show a unified stance against Target's removal of programs that greatly impact Black businesses and professionals.
In today's society, social media plays a significant role in spreading important messages. Pastor Bryant also shared his plans on Instagram, calling for people to join in on the cause. He emphasized that this fast is not just about boycotting Target, but it is a call to action for Black consumers to use their collective spending power to demand accountability from corporations.
According to the press release, Black people account for $23 million of Target's daily revenue. This fact highlights the significant impact that Black consumers have on the company's success. However, Target's decision to scale back on their efforts for racial equity and justice suggests that they do not value the Black dollar. This realization has led Pastor Bryant to encourage social action in the form of an economic fast.
It is essential to note that this fast will not only affect Target as a whole but also Black-owned brands that are sold in their stores. One such brand is Tabitha Brown, who initially expressed concerns about how a boycott would negatively impact her business. However, Pastor Bryant has made it clear that this fast is not intended to harm Black entrepreneurs, but rather to support them in the long run. Along with the U.S. Black Chambers, Pastor Bryant plans to send a directory of 250,000 Black-owned businesses to support those participating in the fast.
Pastor Bryant firmly believes that companies cannot pick and choose when to support minority businesses and when to prioritize their own interests. If retailers like Target are genuinely committed to racial equity and justice, they must continue their efforts for the cause. The economic fast serves as a reminder to Target and other retailers that Black people are dedicated to supporting companies that genuinely support them.
For those who wish to participate in the fast, they can sign up at Targetfast.org. As a bonus, participants will also receive a 30-day devotional to inspire them during their 40-day journey for justice. Pastor Bryant has also been actively involved in other social justice issues, such as combating voter suppression through Project 5-5-5. His determination and passion for seeking positive change serve as a source of inspiration for many.
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