Atlanta-area Pastor Jamal Bryant has initiated a boycott of Target following the company's decision to end its diversity, equity, and inclusion policy, which he described as disrespectful to Black people. The 40-day boycott, starting on March 5 during Lent, seeks to challenge Target's stance and responsibility after retracting its DEI efforts due to external influences. Bryant encouraged individuals to pledge support and stressed the significance of ensuring that corporations uphold their promises to marginalized groups. More than 110,000 individuals have endorsed the boycott, coinciding with noticeable declines in customer visits following the policy reversal.