Pastor Jamal Bryant has officially ended the yearlong “Target fast,” saying the campaign delivered measurable results—even if it didn’t check every box. “We asked for four things more than a year ago; we got three of them,” Bryant said during a press briefing in Washington, D.C., positioning the conclusion as a qualified win after months of sustained pressure on Target.
According to the St. Louis American, who was present at the conference, Bryant cited specific commitments from Target as evidence of impact. According to organizers, the retailer confirmed it will complete its $2 billion pledge to support Black-owned businesses by April 2026, with more than 95% already fulfilled.
“Target confirmed that, by April 2026, it will fulfill its $2 billion commitment,” Bryant said, adding that partnerships with Black-owned brands are expected to continue beyond that milestone.
He also noted that the company plans to maintain its existing diversity, equity, and inclusion efforts while launching new partnerships with historically Black colleges and universities.
Still, Bryant acknowledged that one key demand remains unresolved. While Target has invested in Community Development Financial Institutions—nearly $20 million since 2020—organizers say broader support for Black-owned banks has yet to materialize. That gap ultimately kept the campaign from a clean sweep.
The “Target fast” began in early 2025 as a 40-day Lenten effort but quickly evolved into a nationwide boycott. Bryant joined organizers like Nina Turner and Tamika Mallory to mobilize faith communities and expand the protest’s reach.
“The Black church has always been a moral compass in moments when corporations and institutions needed to be reminded of their commitments,” Bryant said, drawing a direct line between the campaign and earlier faith-led movements.
The conclusion of the fast also follows recent controversy over Bryant’s initial announcement, which he later admitted missed the mark. “This week, I failed… I called for the end of the Target Fast,” he said on his podcast, acknowledging backlash from supporters who questioned whether the movement had been abandoned.
He later clarified that the fast was just one tactic within a broader boycott and that no one was instructed to resume shopping at Target.
The movement itself traces back to organizing efforts led by civil rights attorney Nekima Levy Armstrong and Turner, who launched the boycott after Target scaled back DEI initiatives tied to post-2020 commitments.
Over time, the campaign expanded into a coordinated national effort, with churches encouraging participants to redirect spending and support Black-owned businesses.
Even with the fast now over, Bryant made it clear the larger mission isn’t. “The struggle continues, and the best is yet to come,” he said.
