‘Target Fast’ ends after 400 days, but original target boycott leaders reject the move

A 400‑day Target boycott called the ‘Target Fast’ has ended as its head leader says the campaign achieved significant progress on three of its four original demands.

Target Boycott Coalition Declares the Boycott Complete

Pastor Dr. Jamal Bryant announced the conclusion during a press conference in Washington.

Organizers said Target acknowledged the financial impact of losing Black consumers, with multiple reports estimating the boycott cost the company $12–$15 billion in market value.

What the Target Fast Demanded

Leaders outlined four original demands when the boycott began:

• Reinstate full company‑wide Diversity Equity and Inclusion (DEI) policies
• Honor Target’s 2020 pledge to invest $2 billion in Black‑owned businesses, products, and media
• Invest in Black‑owned banks through intentional partnerships
• Establish retail training centers at HBCUs

These demands were reiterated at Wednesday’s press conference.

What Target Has Allegedly Completed

Pastor Bryant said Target has met three of the four demands, including:

• Reestablishing DEI efforts through its “Belonging at the Bullseye” strategy, which replaced the DEI programs scaled back after federal pressure.
• Completing 97% of its $2 billion commitment to Black‑owned businesses, with full completion expected by Easter 2026.
• Advancing HBCU partnerships tied to entrepreneurship and retail training.

Target also reportedly pledged an additional $100 million toward related initiatives.

Inside The Press Conference

During the press conference, Bryant said the fast demonstrated the economic power of Black consumers. He noted that the “Target Fast” pledge gathered more than 300,000 signatures nationwide.

Bryant said the financial losses “brought Target to the table,” and he praised the surge in support for Black‑owned businesses during the fast. He described the movement as proof that the Black community represents “the 12th wealthiest nation in the world” when acting collectively.

Although Bryant declared the fast complete, he said organizers will continue monitoring Target’s follow‑through. “This fight for us has now reached its conclusion,” he said, adding that new campaigns are already underway.

Company Response

In a statement, Target said it welcomed the end of the fast and remains “more committed than ever” to creating growth and opportunity for employees and customers. The company emphasized its presence in more than 2,000 communities nationwide and said its “Belonging” strategy ensures access to advancement across all levels of the company.

Not All Groups Agree

Although Bryant said the campaign has ended, Minnesota activists who orginially launched the national Target boycott said they are not stopping. They held a separate press conference on March 11 outside Target’s Minneapolis headquarters to distance themselves from Bryant’s announcement.

Nekima Levy Armstrong, founder of the Racial Justice Network and co-founder of the first national Target boycott, said Target has not restored the DEI policies that sparked the original boycott. She argued that ending the protest now undermines the movement’s purpose.

“How can you call off a boycott focused on diversity, equity and inclusion and have no results to show for it? That is a slap in the face for the people,” Armstrong said. “But who’s standing here? The people who actually called the boycott. The people who were actually willing to hold this company accountable and are not willing to compromise with Target Corporation until they do the right thing by the people of Minnesota and the people across this nation.”

Related: Pastor Jamal Bryant apologizes for confusion over Target Fast, says Black women started the boycott

Economic and Cultural Impact

President Trump eliminated DEI initiatives at the federal level at the beginning of his second term. In response, major American corporations, including Target, followed suit and rolled back programs intended to support corporate diversity. In response, social justice leaders organized a boycott.

The Target Fast lasted 400 days, nearly ten times the length of a traditional 40‑day fast. Target’s share price has risen more than 20% in 2026, but the company acknowledged that DEI backlash contributed to declining sales in 2025.

Meanwhile, Armstrong urged shoppers to continue avoiding the retailer. “This Target boycott is not over,” she said.