New Birth Pastor Ends Economic Protest Following 40-Day “Lenten Fast” from Major Retailers
STONECREST, GA — Reverend Jamal Bryant announced Wednesday that the community-led boycott of Target has officially concluded. The decision brings an end to a period of intense economic pressure and spiritual resistance led by the New Birth Missionary Baptist Church pastor.
The protest began in response to Target’s January 2025 decision to shutter its Diversity, Equity, and Inclusion (DEI) programs. That corporate shift followed an executive order from the federal government and similar moves by other Fortune 500 companies. For many in the Atlanta metropolitan area, the removal of these programs was seen as a retreat from commitments made to minority suppliers and marginalized communities.
A Season of Spiritual Resistance
The movement gained significant momentum during the Lenten season. Reverend Bryant launched a campaign titled “A Lenten Fast from Corporations: A Call to Spiritual Resistance.” He urged his congregation and the broader community to refrain from shopping at the retail giant for 40 days, starting on Ash Wednesday.
Bryant likened the boycott to a modern-day “overturning of the tables,” challenging corporate structures that he argued were stepping back from social equity. While Target was the primary focus, the “corporate fast” also included other major brands that had scaled back their DEI initiatives in early 2025.
Impact by the Numbers
The economic weight of the protest was felt almost immediately. Early reports indicated a sharp decline in Target’s performance during the height of the boycott:
- In-Store Traffic: Foot traffic dropped by an estimated 11%.
- Digital Performance: Online sales saw a nearly 9% decrease.
- Community Engagement: Thousands participated in the “Target Fast,” redirecting their spending to local, minority-owned businesses.
Moving Forward
By declaring the boycott over, Reverend Bryant highlighted the power of “the collective dollar” to signal community values to corporate America. While the 40-day fast has ended, Bryant emphasized that the community will continue to monitor how major retailers support diversity and minority-led suppliers in a post-DEI corporate landscape.
The conclusion of the boycott allows shoppers to return to the retailer, but the message from Stonecrest remains clear: economic participation is tied to corporate accountability.
One Comment