Fact check: The pastor of a Georgia megachurch who led a nationwide 40-day “fast” boycott of Target

1. Summary of the results

The original statement is accurate but lacks significant context. Reverend Jamal Bryant, pastor of New Birth Missionary Baptist Church in Georgia, indeed led a 40-day "fast" boycott of Target stores that began on March 5th, 2025, during Lent ^[1]. The boycott was specifically launched in response to Target's January 2025 decision to phase out its Diversity, Equity, and Inclusion (DEI) initiatives, including programs supporting Black employee career development and Black-owned businesses ^[2].

2. Missing context/alternative viewpoints

The original statement omits several crucial pieces of context:

• Specific Demands: The boycott has clear demands, including:
• Honoring a $2 billion pledge to Black businesses
• Depositing $250 million in Black banks
• Restoring DEI commitments
• Creating pipeline community centers at HBCUs ^[3]
• Scale and Framing: Bryant aimed to gather 100,000 petition signatures ^[4] and framed the boycott as "spiritual warfare," accusing Target of "spitting in the face of Black people" ^[3]
• Historical Context: This boycott follows a separate controversy in 2023 when Target faced backlash from conservative anti-LGBTQ groups over Pride Month merchandise, which led to threats against employees and modifications to Pride displays ^[5]

3. Potential misinformation/bias in the original statement

The original statement's brevity could lead to several misunderstandings:

• It fails to distinguish this DEI-focused boycott from previous Target controversies, potentially causing confusion with the 2023 Pride Month incident ^[5]
• By not mentioning the specific cause (DEI initiatives), it removes important context about the racial equity implications of the protest ^[2]
• The term "fast" in quotation marks requires explanation - it's specifically referring to a boycott during the Lenten period, combining religious observance with social activism ^[4]

Multiple stakeholders have interests in this situation:

• Black-owned businesses and banks stand to gain from the boycott's demands being met ^[3]
• Target's shareholders might benefit from cost reductions from DEI program cuts
• Religious and community leaders like Bryant gain increased visibility and influence through such actions ^[4]