Pastor Jamal Bryant and Al Sharpton launch boycott against Target after the retail giant halts diversity initiatives, setting the stage for a cultural showdown that could reshape corporate America’s approach to social issues.

At a Glance

• Pastor Jamal Bryant and Rev. Al Sharpton are calling for a boycott of Target over the retailer’s decision to reduce diversity, equity, and inclusion (DEI) initiatives
• Target previously faced conservative backlash in 2023 for LGBTQ-themed children’s merchandise, leading to significant market value losses
• In June 2024, Target announced it would stop selling children’s apparel as part of its “Pride Collection”
• Sharpton recently met with Target CEO Brian Cornell in what he described as a “very constructive and candid” meeting
• Florida’s Attorney General has filed a lawsuit against Target for allegedly misleading investors about risks associated with its DEI policies

Clergy-Led Boycott Targets Retail Giant

Pastor Jamal Bryant of Georgia has joined forces with civil rights activist Al Sharpton to organize a boycott against Target. Their campaign comes in response to the retailer’s recent decision to scale back its diversity, equity, and inclusion initiatives. Bryant has specifically called for Black communities to withdraw their purchasing power from the company, organizing a “Target fast for Lent” to protest the policy changes that he believes harm minority communities and businesses.

Bryant’s collaboration with Sharpton represents a counter-response to the conservative-led boycott that pressured Target to alter its policies in the first place. The retail giant had previously faced significant backlash in 2023 over its promotion of Pride Month merchandise, particularly items marketed toward children. This controversy resulted in substantial financial consequences for the company, with reports indicating a significant drop in Target’s market value following the Pride merchandise controversy.

Target’s Policy Shifts Under Pressure

Target’s decision to pull back on DEI initiatives follows a broader corporate trend influenced partly by former President Donald Trump’s executive order against DEI programs issued in January. In June 2024, Target announced it would discontinue selling children’s apparel as part of its “Pride Collection,” a direct response to the sustained pressure from conservative consumers and advocacy groups who objected to what they viewed as inappropriate marketing to minors.

“The things we’ve done from a DEI standpoint, it’s adding value,” Target CEO Brian Cornell had previously stated in defense of the company’s diversity programs. Cornell also characterized such initiatives as “the right thing for society.”

Despite these earlier statements supporting DEI efforts, Target has significantly reduced its commitments in this area, prompting the current backlash from Bryant, Sharpton, and their supporters. This policy reversal has placed Target at the center of America’s ongoing cultural debates about corporate social responsibility and political influence in business decisions.

Sharpton Meets with Target Leadership

In a recent development, Sharpton met directly with Target CEO Brian Cornell to discuss the company’s reduction in DEI initiatives. Sharpton described the meeting, which was reportedly requested by Target, as “very constructive and candid.” Following the discussion, Sharpton indicated he would inform allies, including Bryant, about the content of the meeting before making further public statements about their campaign.

“You can’t have an election come and all of a sudden, change your old positions. If an election determines your commitment to fairness, then fine, you have a right to withdraw from us, but then we have a right to withdraw from you,” Sharpton stated regarding companies that alter their DEI positions based on political outcomes.

Sharpton emphasized that his activism against what he terms “attacks on DEI” has continued for 67 weeks, suggesting a sustained campaign rather than a short-term protest. The meeting with Cornell indicates that Target’s leadership is taking the boycott threat seriously, though the company has not yet announced any policy changes in response to these discussions.

Legal Challenges Mount

Target’s DEI controversies have extended beyond consumer boycotts into the legal arena. Florida Attorney General James Uthmeier has filed a lawsuit against the retailer, alleging deception of investors regarding its LGBTQ activism. The lawsuit claims Target misled investors about potential risks associated with its DEI and Environmental, Social, and Governance (ESG) policies, particularly how these initiatives might impact the company’s financial performance and consumer relations.

This legal action represents a significant escalation in the scrutiny facing Target and potentially sets a precedent for how other corporations might be held accountable for their social justice initiatives. The outcome of this lawsuit could influence how retailers approach the increasingly complex balance between social activism and shareholder interests in a politically divided consumer landscape.

As Bryant and Sharpton continue their boycott efforts and Target navigates these challenges, the situation highlights the difficult position many major retailers find themselves in—caught between competing social values and facing potential backlash regardless of which direction they choose.

​