Target faces a progressive boycott led by Pastor Jamal Bryant and Al Sharpton after retreating from DEI programs and LGBTQ merchandise, triggering calls for economic pressure and corporate accountability.
At a Glance
- Pastor Jamal Bryant and Al Sharpton launched a boycott of Target over its DEI cuts and LGBTQ merchandise pullback
- Target reportedly saw reduced foot traffic after ending Pride apparel sales for children in 2024
- Executives met with Bryant and Sharpton to discuss a proposed $2 billion investment in Black-owned brands
- Dollar General was added to the protest via a coordinated digital pressure campaign
- A broader economic protest, including McDonald’s and a July 4 “Blackout,” is gaining support from allied activist groups
Liberal Leaders Mobilize Economic Protest
Dr. Jamal-Harrison Bryant, a Georgia pastor known for progressive activism, has reignited a national culture war by launching a boycott against Target over its decision to roll back diversity, equity, and inclusion (DEI) initiatives and remove LGBTQ-themed children’s merchandise. Joined by civil rights leader Al Sharpton, Bryant described the 40-day protest as a targeted show of “economic power.”
Bryant reported early success, claiming Target’s foot traffic dipped during the boycott’s peak. The campaign recently escalated with a meeting between the activists and Target CEO Brian Cornell, where Bryant demanded a $2 billion commitment toward Black-owned brands.
Watch a report: Target Boycott Over DEI Backlash.
Backlash to the Backlash
The Target controversy traces back to 2023, when the company became a flashpoint in conservative boycotts for marketing Pride merchandise to children. By June 2024, Target ceased selling those items, drawing praise from traditionalist groups and outrage from LGBTQ and progressive allies.
Bryant, who was previously silent on the merchandise launch, is now among the most vocal critics of Target’s reversal. “We’re strategically taking our economic power and showing retailers that DEI is not just a social issue but an economic one,” he said in a public statement.
Sharpton echoed that sentiment, tweeting, “Backing away from DEI will have consequences. We’re standing firm on this issue.”
Expanding the Fight to Dollar General
Not limiting his campaign to Target, Bryant has also launched an “electronic protest” against Dollar General. Unlike a traditional boycott, this effort floods the company with calls, emails, and posts to disrupt operations and pressure corporate leadership.
The broader protest movement includes the People’s Union USA, which announced a third “Blackout Day” for July 4 and additional brand boycotts in June—this time targeting McDonald’s.
Corporate Response and Cultural Stakes
Target CEO Brian Cornell has previously defended DEI programs, stating they are “the right thing for society” and add value to the company. But as the backlash from both sides intensifies, Cornell faces growing pressure to clarify the company’s long-term stance on social issues.
These protests underscore a new phase in U.S. consumer activism, where progressive groups are now using the same economic tactics once championed by conservative movements like #GoWokeGoBroke. The rising influence of parallel efforts—such as the #LatinoFreezeMovement—reflects an increasingly fragmented cultural battleground where spending habits double as political statements.
Whether Bryant and Sharpton’s pressure campaign forces a corporate course correction—or falters amid boycott fatigue—remains to be seen. But the message is clear: in today’s marketplace, ideology and economics are tightly intertwined.
