The Rev. Jamal Bryant of Georgia is calling for the nationwide boycott of Target to continue, as he says the company has not met his list of demands regarding diversity, equity and inclusion (DEI) initiatives.

Newsweek reached out to Target via email Wednesday for comment.

Why It Matters

After President Donald Trump‘s January inauguration, he has made sweeping change, mainly through executive orders.

One of the president’s executive orders was his attempt to rid the federal government of DEI initiatives, which he called “wasteful” and “radical.” Following Trump’s order, Target announced that the company would end certain DEI programs.

The store has faced recent backlash in the aftermath of the rescinded programs.

What To Know

According to the Associated Press, Bryant, pastor of New Birth Missionary Baptist Church in Atlanta, says the company has not met all of Bryant’s demands, which include committing to DEI principles and investing in Black-owned banks.

According to local media outlet WCNC, Bryant says Target agreed to invest $2 billion into Black-owned businesses by July 31, but that the other demands, including partnering with historically Black colleges and universities business programs, have not been met.

The boycott on Target was planned to run alongside Lent, for 40 days. But in his Easter Sunday service, Bryant said, “We ain’t going back in there,” Fox 5 Atlanta reports.

On the movement’s website, Bryant said, “We are entering a new phase of this movement. What began as the Target FAST — a moral witness and urgent call for justice — now evolves into a full Target BOYCOTT. This shift marks not an end, but a deepening of our commitment to justice and accountability.”

Store traffic and stock shares for the company have dropped since the 40-day fast was initially announced. Target’s stock hit a five-year low last week, opening at $94 a share.

What People Are Saying

Civil rights advocate and lawyer Ben Crump on X, formerly Twitter, this month: “Now is a defining moment in American history. Senator Cory Booker is filibustering against the enemies of equality, and Rev. Jamal Bryant is leading a boycott against Target for pulling DEI. Now is the time for us to stand up together. The fight is now!”

Nina Turner, former Ohio state senator, and senior fellow at The Institute on Race, Power and Political Economy at the New School, on X in January: “We can either send @Target a clear message now, or be quiet & allow corporations use allyship when it’s convenient. My organization @StrikeForAll is calling on working class solidarity—#BoycottTarget & let’s build a movement that stands at the intersection of race and class.”

What Happens Next

In a joint statement with Turner and activist Tamika Mallory, Bryant said he met with Target leadership over the weekend, and that officials expressed their desire for the boycott to end.

“If the demands of the people are not met, we will continue to escalate pressure,” the statement read in part.