VIDEO: Pastor Jamal Bryant’s 40-Day Target Fast Stirs Debate

Pastor Jamal Bryant’s 40-day Target fast began March 3, 2025 over DEI cuts. His Breakfast Club interview tied it to Black economics and politics, stirring debate.

Written By EEW Magazine Newswire // Faith and Culture

Megachurch pastor Jamal Bryant urges the Black community to boycott Target over its rollback of DEI initiatives and withdrawal of $2 billion in investments in Black-owned businesses.

Pastor Jamal Bryant, head of New Birth Missionary Baptist Church in Atlanta, dropped by The Breakfast Club Wednesday, March 5, to talk about his 40-day “fast” from Target, kicking off March 3 and running through April 19.

He’s asking 100,000 Black folks to skip shopping at the retail giant over its decision to ditch diversity, equity, and inclusion (DEI) programs. Bryant’s not holding back—he says Target’s move is a slap in the face, especially since it’s based in Minneapolis, where George Floyd’s murder in 2020 pushed them to promise $2 billion for Black-owned businesses by year’s end.

That pledge? He says it’s been tossed out the window.

In the interview with Charlamagne tha God and crew, Bryant laid out his case. Target decision to pull back on DEI—announced January 24, right after Trump’s inauguration—feels personal to him.

African-American influencers, like author, actress, and vegan chef Tabitha Brown, maintain partnerships with Target that could be affected by Jamal Bryant’s 40-day Target fast. (Credit: Tabitha Brown for Target via EEW Magazine)

“They took our money and ran,” he said, pointing to the $29 million Black shoppers drop there daily. His plan’s simple: hit them in the wallet and steer that cash to Black businesses instead. He’s even teamed up with Ron Busby from the U.S. Black Chambers to share a list of 300,000 Black-owned spots where folks can shop. The fast’s timing with Lent adds a spiritual twist, and he’s got a devotional here and a form to join the movement at targetfast.org.

But Bryant’s not just talking Target. He’s been vocal about politics too, and that’s where things get messy. Last month, during a White House Black History Month event, some Black Trump supporters waved a cutout of his face from inside the East Room of the White House—mocking him, he says, for his anti-Trump stance. In a February 23 sermon, he fired back hard, calling them “coons” and “runaway slaves.”

Target is home to several Black beauty brands including: Kinky-Curly, Camille Rose, and Mented Cosmetics.

Clips blew up on social media, and in his Breakfast Club chat, he didn’t back down. When folks branded him “racist” for his outspokenness, he doubled down: “Black people don’t have the systemic power to be racist. That’s a distraction from the real issue.” He’s framing it as a prophetic stand, not a personal attack.

Here’s where it splits the room. Some EEW readers might cheer Bryant for stepping up. They see a pastor willing to mix faith with action, calling out what he sees as injustice—like Target’s DEI rollback or Trump’s influence—straight from the pulpit. It’s got that old-school vibe of the Black church pushing for change, think MLK or the Civil Rights days.

Emails from some within the EEW community praise him as a “truth-teller,” with one respondent, Jamie L., saying, “He’s waking us up to corporate games.” Others, though, aren’t feeling it. They argue a pastor should stick to saving souls, not stirring political pots. His harsh words for Black Trump supporters? That’s got folks calling him divisive, even hypocritical. “A man of God shouldn’t be slinging slurs,” one commenter, Vera, wrote to our publication. The “racist” label’s sticking for some, despite his pushback.

Bryant’s unfazed. He told The Breakfast Club this isn’t about hate—it’s about accountability. He’s betting 40 days of empty Target aisles will make a dent, maybe even force a rethink. Will it? Hard to say. The stock’s dipped $11 since the buzz started, he claims, but it’s early. And not everyone’s on board—some Black entrepreneurs selling at Target worry about collateral damage, while others just don’t see the point of a boycott.

For EEW readers, it’s a lot to chew on. Faith tells us to seek justice—Micah 6:8, anyone?—but we don’t all agree on how to approach this fight. One thing’s for sure: Bryant’s out here swinging, and whether you’re nodding along or shaking your head, he’s got us talking.

“Let’s keep praying for wisdom as this plays out,” one discerning reader said. “God’s got a way of sorting through the noise.”

EEW Magazine will keep you posted, respecting all the viewpoints in our community.

The full interview is below.