A prominent pastor in Georgia has initiated a 40-day fasting campaign from Target, expressing strong disapproval of the company's decision to roll back its diversity, equity, and inclusion (DEI) initiatives. This action aligns with the Lenten season, a period of reflection and sacrifice for many Christians. Thousands have joined this movement, viewing it as both a protest and a spiritual exercise.

The initiative highlights growing concerns over corporate commitments to social justice, especially after significant support during the Black Lives Matter movement. The pastor accuses Target of prioritizing profits over community values, emphasizing the importance of mutual loyalty between businesses and their customer base. This boycott aims to redirect consumer spending towards supporting Black-owned enterprises, promoting economic empowerment within marginalized communities.

Lenten Fasting as a Form of Social Protest

The pastor of New Birth Missionary Baptist Church near Atlanta is leading his congregation in a unique form of activism by integrating religious observance with social advocacy. During the 40 days of Lent, participants are encouraged to abstain from shopping at Target, combining prayer and sacrifice to voice their dissatisfaction with the company’s recent policy changes.

This approach underscores the intersection of faith and social justice. By linking the act of fasting—a traditional practice of self-denial—to economic protest, the pastor emphasizes that this is not merely a commercial boycott but also a spiritual commitment. He argues that Lent provides an ideal framework for reflecting on moral and ethical responsibilities, particularly in how businesses engage with diverse communities. Participants are urged to use this time for deeper introspection about consumer choices and their impact on society.

Economic Redirect: Supporting Black-Owned Businesses

To ensure that the financial impact of the boycott remains positive, the pastor has provided a digital directory of Black-owned businesses for supporters to patronize. This strategic move aims to channel consumer spending into fostering economic growth within the Black community. The initiative reflects a broader trend of consumers becoming more conscious about where and how they spend their money, seeking alternatives that align with their values.

By encouraging mindful spending, the pastor hopes to create long-term benefits beyond the 40-day fast. He believes that this redirection of funds can strengthen local economies and promote greater economic independence. The campaign also serves as a reminder of the historical significance of brand loyalty among Black consumers and the importance of reciprocal support from corporations. With over 110,000 people signing up for the pledge, the movement demonstrates the power of collective action in advocating for social change.