We are calling on over 100,000 conscientious citizens to fast from spending any money at Target for the 40 days of Lent. We are also asking individuals to sell any Target stock they may own.

Black America is the world’s 12th wealthiest nation in spending power. We are strong consumers with astounding brand loyalty. To see companies we’ve supported heavily—like McDonald’s, Ford Motors, Amazon, Meta, and Walmart—betray our long-standing relationship is beyond disheartening. 

The greatest insult comes from Target, which pledged to spend over $2 billion with Black-owned businesses by the end of 2025, only to find out that Target stopped the program at the start of the year.  Black people spend over $12 million a day at Target.

The four  demands of Target

1. Honor the 2 billion dollar pledge to the black business community  through products, services, and black media buys

2. Deposit 250 million amongst any of our 23 black banks

3. Completely restoring the franchise commitment to DEI

4. Pipeline community centers at 10 HBCU to teach retail business at every level

The Target fast will take place from Wednesday, March 5 through Thursday, April 17. At the conclusion of the fast, we will collect data on its impact and attempt to meet with Target’s board to assess whether we will proceed to Phase 2. The shareholders' meeting is on June 12 in Minneapolis—the same city where George Floyd was killed—so we pray for resolution before then. 

Note: Pastor Jamal Bryant is leading the charge. Be apart of the movement and sign the pledge below.

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Target is Sued for Defrauding Shareholders about DEI

In a similar matter, shareholders led by the City of Riviera Beach Police Pension Fund in Florida said in a lawsuit the retailer failed to disclose the risk of consumer boycotts stemming from Target's Environmental, Social and Governance and Diversity, Equity and Inclusion initiatives.

It also said Target concealed backlash from its May 2023 Pride Month campaign, which led the retailer to remove some LGBTQ-themed merchandise after in-store confrontations led some employees to fear for their safety.

Target's share price fell 22% on Nov. 20, 2024, wiping out about $15.7 billion of market value.