Inspired by the Montgomery Bus Boycott, Dr. Jamal Bryant of the JHB Movement, along with Rev. Robert Waterman of the Bed-Stuy church, and Hasan James of “Root” magazine (not to be confused with “The Root,” owned by G/O Media), delivered an emphatic message from the pulpit, urging major institutions to recognize the strength of Black economic influence, starting with Target.
Boycott leaders are demanding that Target invest $250 million in Black-owned banks, partner with 10 HBCUs to develop retail business programs, and reinstate its DEI commitments.
As the Amsterdam News previously reported, the Minneapolisbased retailer ended its three-year DEI initiative on January 24, , 2025. It created the program in response to the murder of George Floyd in the same city, an event that sparked global reflection on police brutality and the treatment of Black people.
The boycott movement aims to assess the spending power of Black consumers, which analysts estimate around $2 trillion annually, according to the NAACP.
At the heart of the protest is Target’s rollback of diversity, equity, and inclusion (DEI) initiatives, a shift that coincided with the political climate of President Donald Trump.
“Black and Brown people are not the No. 1 beneficiaries of DEI; white women are,” Bryant said. “White women are the lead beneficiaries, then the Latino community and the LGBTQ community. Black people are fourth in recipients of DEI.”
The boycott challenges corporate rollbacks in racial equity, making it clear that companies profiting from Black consumers must be held accountable.
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