When the Rev. Jamal Bryant stepped up to the podium at the National Press Club in D.C. on March 11, proudly proclaiming that the nationwide boycott on Target was over, his victory speech was met with a mixture of confused colleagues and supporters as well as several recalcitrant leaders based in Minneapolis.
As confusion led to heated concerns resulting in chaos and calamity, what became abundantly clear is that Bryant had been the leader for only one part of the boycott – the Target Fast, originally planned to take place for the 40-day Lenten period in 2025. By declaring an end to the more than 400-day boycott, Bryant sent a mixed message, which some say did more harm than good.
And while he, along with his colleagues, Tamika Mallory and former Sen. Nina Turner, have since clarified where they each stand, emphasizing that the nationwide boycott remains in effect, the damage has been done.
For the record, Target has not lived up to all its promises. Target has not issued a public apology to its legion of African American customers or suppliers of Black-produced goods. Target has not rejected, at least in public, the Trump administration’s decree that DEI programs are bad for America and should therefore be dismantled.
Thus, Turner offered an important note about continued activism: “You have to make your own decision but as for me and my house, we will not be shopping at Target.”
Whether you call it a boycott or an economic withdrawal, what really matters is the impact the boycott has had on Target overall. Target has experienced a financial downturn, including a reported revenue loss exceeding $12.4 billion, reduced foot traffic and public scrutiny that has affected the company’s standing on Wall Street.
When planned and executed properly, boycotts are still effective. Corporations who continue to take their Black customers for granted, should be put on notice: You’re next.
While there has been a lot of conversation about who started the boycott, what has been most important is its impact.
As justice works continues, it is important that Target boycott and similar efforts end with Black folks having gained something substantial for struggles, sacrifice and strength in the face of adversity.