Pastor Jamal Bryant Declares Victory in Target Boycott, Says Retailer Invested $2 Billion in Black Community and $100M in Grassroots Organizations [Video]

Pastor Jamal Bryant says the national boycott against Target has officially come to an end after the retailer agreed to several commitments aimed at rebuilding trust with the Black community.

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Bryant announced the decision during a Wednesday press conference and expanded on the progress in an Instagram video, calling the campaign a historic victory.

“It’s been a year, and I’m grateful. I didn’t think we could do it, but we did,” Bryant said. “History has just been made. The most effective and powerful boycott by black people since the Montgomery bus boycott 70 years ago.”

The Atlanta pastor explained that activists initially asked the retailer for four specific actions following backlash over the company scaling back diversity, equity, and inclusion initiatives.

“We asked for four things, and I’m grateful to God that we’ve got three of them,” he said.

According to Bryant, Target has committed significant financial support to Black communities.

“They have invested $2 billion back into the black community as they pledged after the death of George Floyd,” he said, adding that “on top of the $2 billion, an additional $100 million to immediate organizations that are meeting the needs within our community.”

Bryant also said Target agreed to collaborate with historically Black colleges and universities.

“They have found, and we have found collectively, one that will do our pilot program with 12 other HBCUs to follow.”

Another development includes what Bryant described as “a reimagining of DEI,” as economic challenges continue affecting Black workers.

“The only thing that we didn’t get accomplished, but we’re still working towards, is an investment into black banks,” he added.

Bryant concluded, “The immediate target with fast has come to an end. We claim victory… Go in or stay out. But I’m grateful unto God. It’s open.”