Pastor Jamal Bryant is urging his Atlanta congregation to boycott Target for 40 days during Lent due to the retailer's rollback of diversity, equity, and inclusion (DEI) policies. This call comes amidst a broader backlash against companies that have dismantled their DEI initiatives since President Trump took office. Many Americans, particularly within the Black community, feel betrayed by these corporations, as they had supported them heavily following the Black Lives Matter movement. Bryant’s initiative reflects a significant intersection of faith and social justice in consumerism, emphasizing sacrifice during Lent as a means to protest.
Lent is a holy season of prayer and is about sacrifice. So not only are we picketing with our pocketbooks, but partitioning with our prayers.
Target has put consumerism over decency, and that’s unacceptable in the eyes of our community.
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