Pastor Jamal Bryant Forced to Apologize After Declaring Target Boycott Over: “I Made Assumptions That Were Not True” [Video]

Pastor Jamal Bryant is walking back his earlier announcement that the national boycott against Target had ended, issuing a public apology after backlash from supporters who said the movement was far from finished.

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Bryant previously held a press conference declaring victory, saying the boycott had achieved major progress. At the time, he stated, “It’s been a year, and I’m grateful. I didn’t think we could do it, but we did. History has just been made. The most effective and powerful boycott by black people since the Montgomery bus boycott 70 years ago.”

He also said organizers had asked Target for four commitments and that the company met most of them, including financial investments and partnerships with historically Black colleges and universities.

But following strong reactions from activists and community members online, Bryant admitted he moved too quickly in declaring the campaign over.

“I made assumptions that were not true,” Bryant said in a follow-up video addressing supporters. “And I wanted to apologize to you for being a leader that was out of touch with what it is that the community wanted and sensed what it is that the community were demanding.”

Bryant continued, acknowledging that the community’s expectations extend beyond the original demands presented to Target.

“It’s much greater than those four, and I’ve heard you, overwhelmingly so,” he explained. “And not having a good read of the room, I take full responsibility of.”

While Bryant had earlier declared, “The immediate target with fast has come to an end. We claim victory,” his latest message suggests the movement’s future will ultimately be shaped by the community leading it.