Calling Target’s decision to scale back its diversity, equity and inclusion initiatives “a spit in the face of black people,” megachurch Pastor Jamal Bryant is pushing a 40-day boycott of the retail giant starting at the beginning of Lent on March 5.

Pastor Dr. Jamal Bryant made the call in his sermon Sunday, highlighting Target's DEI rollback and saying the retailer had "spit in the face of Black people."

There is a new call to boycott mega-retailer Target after the store rolled back its diversity, equity, and inclusion initiatives.

The Senior Pastor at New Birth Baptist Church in Metro Atlanta announced the plans during Sunday Service on Feb. 2.

The Rev. Jamal Harrison Bryant, senior pastor of New Birth Missionary Baptist Church in Georgia, announced during Sunday’s service the launch of a 40-day economic boycott of Target, calling on

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New Birth Baptist Church Dr. Jamal Bryant told his congregation that Target “spit in the face of Black people” with their decision to end their DEI initiatives after President Donald Trump's inauguration.

Dr. Jamal Bryant is calling for the Black community to boycott the major retailer after it recently eliminated its DEI policy.