Calling Target’s decision to scale back its diversity, equity and inclusion initiatives “a spit in the face of black people,” megachurch Pastor Jamal Bryant is pushing a 40-day boycott of the retail giant starting at the beginning of Lent on March 5.

New Birth Pastor, Jamal Bryant, has called for a 40-day fast from Target over its DEI cutbacks, encouraging 100k Black people to join.

"We remain focused on driving our business by creating a sense of belonging for our team, guests and communities through a commitment to inclusion," Target said in a statement announcing the change. "Belonging for all is an essential part of our team and culture, helping fuel consumer relevance and business results."

The Rev. Jamal Harrison Bryant, senior pastor of New Birth Missionary Baptist Church in Georgia, announced during Sunday’s service the launch of a 40-day economic boycott of Target, calling on

There is a new call to boycott mega-retailer Target after the store rolled back its diversity, equity, and inclusion initiatives.

Dr. Jamal Bryant is calling for the Black community to boycott the major retailer after it recently eliminated its DEI policy.