Nationwide — Pastor Jamal Bryant controversially announced the end of the yearlong Target boycott last week, praising the retailer for investing $2 billion in Black-owned businesses and meeting most of his group’s demands. However, some activists angrily responded and warned that the fight isn’t over. They also urge shoppers to remain cautious.
Bryant launched the nationwide “Target Fast” last March after the company rolled back its workplace and supplier diversity programs. He now says Target has met three of the four main demands, including the $2 billion investment and new programs supporting historically Black colleges and universities.
In a video posted on Instagram, Bryant celebrated what he called “the most effective and powerful boycott by Black people since the Montgomery bus boycott.” He added that the pledge to support Black businesses is nearly complete and includes an additional $100 million for urgent community needs.
According to Atlanta Black Star, Target is also testing partnerships to open retail training centers at HBCUs, with plans to expand to 12 schools. Bryant highlighted the company’s DEI “reimagining,” though details are still unclear, and the effect on Black employment remains uncertain.
The fourth demand — depositing $250 million in Black-owned banks — has not yet been fulfilled. Bryant said he’s hopeful it will happen under new CEO Michael Fiddelke. Meanwhile, the Racial Justice Network, which led the first national boycott, held a press conference in Minneapolis, urging shoppers to continue avoiding Target.
Founder Nekima Levy Armstrong criticized Bryant’s move, saying calling off the boycott without full results “is a slap in the face” and insisting the fight for DEI accountability is far from over.