WS Chronicle

On Sunday, Feb. 2, Dr. Jamal Harrison Bryant, senior pastor of New Birth Missionary Baptist Church and founder of the Jamal Harrison Bryant (JHB) Movement, announced the launch of a 40-day economic fast against Target. This initiative calls on African Americans to stop shopping at the retailer and divest from its stock holdings in response to Target’s decision to eliminate its diversity, equity, and inclusion (DEI) commitments – a move that critics say threatens economic opportunities, mentorships, and hiring initiatives for Black professionals and businesses. The fast, which began on March 3, will continue through April 19, 2025. 

Ja’Net Adams, a local financial analyst, said the fast could have a significant impact on Target. 

“When it comes to Target, 40 days could be enough because they are already hemorrhaging. This is just adding on to it. With other retailers, it would more than likely take longer. For example, for Walmart, it may take Black and Hispanic people doing a 40-day fast to make a difference, or for Black people in areas where there are more alternatives than Walmart to leave it alone indefinitely. I have not shopped there in 17 years,” said Adams, who owns EMACK Consulting LLC, a financial wellness and economic development firm. 

“I believe you will see a further decrease in sales at local Target stores. Many African Americans, like me, had already stopped shopping there. This fast puts it in the face of other African Americans who may have still been shopping there and encourages them to pull back. The national attention could cause people of all races to pull back during this time as well.” 

The Economic Impact 

African Americans contribute approximately $23 million per day to Target’s revenue, underscoring the immense economic power of Black consumers. However, Target’s rollback of DEI programs signals what some see as a step backward in corporate accountability and racial equity. These initiatives play a crucial role in creating career pathways, mentorship opportunities, and national exposure for Black-owned brands. 

Dr. Bryant’s fast is a call to action, urging Black consumers to stop shopping at Target and divest its stock holdings. The movement draws inspiration from the teachings of Dr. Martin Luther King Jr., who championed economic boycotts as a tool for civil rights advancement. 

“I believe it [the fast] shows the power of the Black dollar to corporations and to African Americans, as well as to the overall diaspora. It also gives Black people the opportunity to put the money they would have spent toward their own financial future and begin to grow generational wealth,” Adams said. 

The JHB Movement and the Path Forward 

The Jamal Harrison Bryant (JHB) Movement, a faith-driven social justice organization, is leading the initiative. To support participants, Dr. Bryant is providing a Black business directory and a 30-day devotional guide to encourage alternative shopping options and spiritual reflection throughout the boycott. 

Supporters can sign up at TargetFast.org to receive the Black business directory, access the 30-day devotional guide, and track the economic impact of the fast. 

At the conclusion of the 40-day period, the JHB Movement will release a report quantifying the economic impact of the demonstration. 

How to Participate 

*Commit to the fast – Pledge participation at www.TargetFast.org. 

*Refrain from shopping at Target – From March 3 to April 19, do not make any purchases in-store or online. 

*Redirect your spending – Support Black-owned businesses and retailers committed to DEI values. 

*Engage in spiritual and community practices – Use the 40-day prayer journal and join discussion groups. 

*Track the economic impact – Utilize tools like Voter Wallet and Black Wall Street Ticker. 

*Spread awareness – Share the mission using #TargetFast on social media. 

Adams said the fast is not just about making a statement but about investing in Black communities. 

“Other ways to use Black dollars include spending locally and supporting Black-owned businesses. I think this is less about sending a message and more about building our own wealth with our money.”