Calling Target’s decision to scale back its diversity, equity and inclusion initiatives “a spit in the face of black people,” megachurch Pastor Jamal Bryant is pushing a 40-day boycott of the retail giant starting at the beginning of Lent on March 5.

"We remain focused on driving our business by creating a sense of belonging for our team, guests and communities through a commitment to inclusion," Target said in a statement announcing the change. "Belonging for all is an essential part of our team and culture, helping fuel consumer relevance and business results."

Pastor Dr. Jamal Bryant made the call in his sermon Sunday, highlighting Target's DEI rollback and saying the retailer had "spit in the face of Black people."

The nationwide boycott of Target stores, launched on February 1, 2025, has garnered significant attention in response to the corporation’s decision to cut its Diversity, Equity, and Inclusion (DEI) policies.

There is a new call to boycott mega-retailer Target after the store rolled back its diversity, equity, and inclusion initiatives.

Dr. Jamal Bryant is calling for the Black community to boycott the major retailer after it recently eliminated its DEI policy.