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.

Civil rights activists gathered outside Target's headquarters to call for a boycott of the retailing giant over its decision to phase out its diversity, equity and inclusion initiatives.

Civil rights attorney Nekima Levy Armstrong said the boycott against Target began Feb. 1, the first day of Black History Month.