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Pastor Jamal Bryant, U.S. Black Chambers Launch 40-Day Target Fast to Support Black Businesses
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ATLANTA (AP) — Pastor Dr. Jamal Bryant of New Birth Missionary Baptist Church and Ron Busby Sr., President and CEO of the U.S. Black Chambers, Inc. (USBC), have announced the launch of the 40-Day Target Fast, a national movement designed to empower Black-owned businesses and demonstrate the economic influence of Black consumers.
Starting March 5, 2025, participants will be asked to pause shopping at Target and sell Target stock for 40 days, redirecting their spending toward Black-owned businesses. The initiative seeks to mobilize at least 100,000 participants to highlight the power of Black consumer spending and address corporate rollbacks in diversity, equity, and inclusion (DEI) commitments.
A Call for Corporate Accountability
The movement, running through April 17, 2025, is a response to what organizers call a lack of follow-through on DEI initiatives. Leaders plan to collect data on the economic impact of the fast and push for a meeting with Target’s board. If demands are not met, organizers say they may escalate to a second phase of action.
“This is a fast for accountability, justice, and transformation—for a future where corporate pressure does not come at the expense of marginalized communities,” the initiative’s leaders stated.
Key Demands for Target
Organizers have outlined four key demands for Target:
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Honor the $2 billion pledge to Black businesses through equitable investment in Black-owned products, services, and media.
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Deposit $250 million into Black-owned banks to support community lending and economic growth.
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Fully restore DEI commitments and franchise initiatives to ensure sustained diversity and equity efforts.
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Establish Community Retail Pipeline Centers at 10 Historically Black Colleges and Universities (HBCUs) to train future Black entrepreneurs.
Economic and Social Impact
Ron Busby Sr. emphasized the significance of the effort, saying, “Black businesses are the backbone of America’s economy. This peaceful movement is a strategic demonstration of our economic power and a call to action for corporations to understand the value of DEI initiatives.”
By redirecting spending to Black-owned businesses, the movement aims to:
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Empower Black entrepreneurs with increased capital and community support.
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Shift the economic ecosystem by demonstrating the financial impact of Black consumers.
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Challenge corporations to reinvest in their diversity and inclusion commitments.
A Peaceful but Powerful Movement
“This movement is being carried out with peace and purpose,” Busby said. “It’s not about harm—it’s about uplift. Our spending choices can reshape the economy and create long-term opportunities for Black businesses.”
With national support, the 40-Day Target Fast is positioned to make a powerful statement about corporate accountability, equity, and respect for Black consumers. Community groups, organizations, and individuals nationwide are encouraged to participate and amplify the call to action.
For more information, visit www.targetfast.org or www.usblackchambers.org.