Pastor Jamal Bryant Addresses Target Fast Conclusion, Highlights HBCU Partnership Gains

Pastor Jamal Bryant of New Birth Missionary Baptist Church has clarified his controversial decision to end the year-long Target Fast protest, while highlighting significant corporate commitments to HBCUs that emerged from the faith-based economic activism campaign.

Speaking on his podcast "Let's Be Clear" on March 13, Bryant addressed widespread backlash over his announcement ending the fast, which launched in March 2025 as a 40-day spiritual initiative designed to mobilize the Black church alongside ongoing civic boycott efforts led by attorney Nekima Levy Armstrong and Representative Nina Turner.

"Absolutely not a dime for even our meetings," Bryant told Capital B Atlanta, firmly denying claims that he or colleagues received financial compensation to end the campaign. "I bought my own plane ticket, bought my own hotel. Target has never even bought me lunch."

The pastor conceded he "misstepped" in calling an end to the Target Fast without properly consulting the community. "This week, I failed...I called for the end of the Target Fast," he acknowledged on his podcast.

The Target Fast Demands

The initiative, originally planned as a 40-day fast from Ash Wednesday to Easter 2025, centered on four specific demands from Target Corporation:

• Restore corporate DEI commitments
• Honor a $2 billion pledge in George Floyd-related investments
• Increase support for Black banks
• Build partnerships with HBCUs for business education

According to Bryant, Target has reportedly completed 97% of the $2 billion pledge, with the remainder expected by Easter. The corporation has also contributed millions to HBCU programs and Black-led community organizations. However, investments in Black banks remain unfulfilled.

"I have heard you...not having a good read of the room, I take full responsibility."

Bryant emphasized that he considered the Target Fast as just a "strategy" within the broader Target boycott movement, not the boycott itself. He stressed that no one was advised to return to shopping at Target stores and credited Black women leaders, including Armstrong, Turner, and activist Tama Mallerie, for initiating and guiding the broader boycott effort.

The pastor highlighted the movement's scale, noting that 300,000 participants signed up for the fast and engaged in cooperative economic practices, including supporting Black-owned businesses. He encouraged ongoing civic engagement, housing initiatives, and voter mobilization as extensions of the movement's mission.

"The Target Fast entity, which is the faith-based initiative, is claiming victory," Bryant said, while acknowledging the broader struggle for economic justice and corporate accountability continues.

Bryant concluded with optimism despite the controversy: "I am grateful for the strides that we have made. The struggle continues, and the best is yet to come."

Originally reported by Black Enterprise.