In Atlanta, the head of a prominent Georgia megachurch has urged an ongoing boycott of Target stores nationwide due to their perceived lack of commitment to diversity initiatives. This call to action follows a previous 40-day “fast” against the company led by the pastor earlier this year.
The Reverend, who shepherds one of the largest congregations in the South, is advocating for what he describes as a “full Target boycott.” The reason for this is that Target, based in Minneapolis, has not agreed to all aspects of the demands made by the boycott leaders. Among these demands are the restoration of the company’s diversity, equity, and inclusion (DEI) principles and the allocation of financial resources to support Black-owned financial institutions and businesses.
In the winter, Target announced plans to discontinue several of its DEI initiatives. These included programs designed to help Black employees achieve professional success and initiatives aimed at boosting Black-owned businesses. This decision comes amidst efforts by conservative activists and former President Donald Trump to reduce DEI policies in governmental and educational institutions.
The pastor’s congregation, New Birth Missionary Baptist Church, is located just outside Atlanta in Stonecrest, Georgia. The 40-day boycott was initially timed to begin with the start of Lent on March 5 and gained support from various faith leaders across the nation.
According to a website dedicated to pushing the boycott, the pastor stated, “Until Target comes to the table with serious, concrete proposals to meet our four demands, we will remain in this posture.” He further stressed that “Silence and delay are no longer acceptable,” and insisted that “Our communities deserve action, not platitudes. Our demands are not radical — they are righteous, reasonable, and long overdue.”
In response, Target asserted in a statement that it remains committed to creating welcoming environments for everyone involved with their business, including employees, guests, and suppliers. The company emphasized that supporting and growing a diverse business is central to their operations.
Target boasts nearly 2,000 retail locations throughout the United States and provides employment for more than 400,000 individuals. The dialogue regarding their approach to diversity and inclusion continues as community leaders and the corporation proceed in their negotiations.