By D. Kevin McNeir
Special to the AFRO
It lasted more than 400 days, but on March 11, the nationwide boycott of Target initiated by Black leaders was brought to an end. During a news conference at the National Press Club in Washington, D.C., the Rev. Jamal Bryant, along with former Ohio state Sen. Nina Turner and activist Tamika Mallory, often referred to as the “Mothership Three,” announced the end of the campaign that began more than a year ago in response to the retail giant’s decision to retreat from its diversity, equity and inclusion commitments.
“We are claiming victory,” Bryant said. “And we, the faith-based component within this movement, are grateful for the accomplishments made so far. We have other work that requires our attention. Still, this generation needed to see victory because they have only seen settlements before today. They need to know there’s power in our voices.”
The main, high-profile Target boycott was declared by Bryant as a 40-day, faith-led “Target Fast” that coincided with Lent after Target seemed to bow to White House pressure to end all diversity, equity and inclusion initiatives. The momentum grew, however, and the economic protest extended into a months-long campaign.
In declaring the boycott’s end, the leaders said three of four major demands made of the conglomerate had been met, including spending with Black-owned businesses, investments in Black-owned financial institutions and investments in HBCUs. Target also said it would maintain its existing DEI efforts but does not plan to introduce new initiatives.
Bryant said while all of their demands were not met, it was important to “celebrate the small steps.”
However small or large the successful outcomes were, the boycott’s momentum would continue or fizzle out because of the people who supported it and wanted to send a message to corporate America, Turner said during the D.C. press conference.
“We started this fire but it’s everyday people across America, people by the tens of thousands, who have been responsible for the real impact we’ve had,” Turner said. “Some, like the Boycott Target D.C. Coalition led by Dr. Lewis T. Tate Jr., exemplified real initiative – even gathering each Saturday in front of a Target store since the boycott began.
“Target broke its promises to us,” she concluded, “that’s why we called them out.”
Bryant noted that while the faith-based part of the boycott, which was his brainchild, had run its course, he realized that more work needs to be done.
“This is not the end of our work but rather an evolution within the movement,” he said. “More companies need to know that Black people will not allow them to take us for granted. Our next step must be securing not civil rights but silver rights.”
Turner echoed her colleague’s remarks.
“While the faith-based part of this movement has other concerns which Rev. Bryant believes must now be addressed, we are still holding Target’s feet to the fire,” she said. “I am a firm believer that, as James Baldwin said, ‘not everything that is faced can be changed. But nothing can be changed until it is faced.’”
Disgruntled boycott supporters question Bryant’s decision
But while Bryant proclaimed victory, over the following days, he and his colleagues found themselves amidst a quagmire of rising opposition from those still in support of the boycott, and divisions that exist within the activist movements and their leaders were laid bare.
Among the loudest critics was a trio of Minnesota-based activists, Nekima Levy Armstrong, Monique Cullars-Doty and Jaylani Hussein, who had spearheaded a locally-based boycott which officially began last year on Feb. 1 – the same day that the one led by Bryant, Mallory and Turner kicked off.
The cadre of Minnesota activists addressed their constituents outside Target’s headquarters, which is located in Minneapolis, Minn., after the announcement. Hussein urged consumers and institutions nationwide to continue the boycott at Target until the retailer made good on its DEI commitments.
“The facts are simple: Target has not reversed its decisions, it has not met the demands of the boycott and, therefore, the boycott continues,” Hussein said. “Communities across the country are still choosing not to shop at Target.”
Additionally, as the word quickly spread via social media and more Blacks became aware of Bryant’s announcement, a host of questions, concerns and criticisms soon emerged which illustrated the fact that many everyday boycott supporters were unwilling to hold up the white flag just yet.
In fact, because of mounting pressure from scores of disgruntled supporters, within three days of delivering his proclamation of victory at the National Press Club, Bryant was forced to clarify both his reasons for calling an end to the boycott and to share his thoughts on what the next steps should be.
Bryant recorded his comments and shared them in a video posted online.
“Over the past 72 hours, I have done a lot of soul searching – where we are, what we’ve done, and what mistakes we have made,” he said. “I am grateful to see how so many Blacks still support the boycott and I want to assure you that no private deals were made.
“It’s clear that our community takes this boycott seriously. And my part of the journey has been to organize congregations across the country as God instructed me. Now, I have chosen to be a follower not a leader. And I will take my cue from the women who remain and who stand as the leaders of this boycott.”
Bryant’s conciliatory remarks were deemed insufficient and inadequate, according to Levy Armstrong, who expressed her sentiments on Roland Martin’s podcast, “#RolandMartinUnfiltered,” on March 12.
“I was not impressed by Rev. Bryant’s comments and efforts to explain why he suggested that the boycott was over and claimed that we had won,” Levy Armstrong said. “From the start, I have been appalled by his attempts to co-opt this boycott which has been led by women. His remarks, in my opinion, are little more than a theatrical response.
“As for the boycott, it’s not over and we have not won. Those of us who live in Minnesota can handle things on our own. I think to end the confusion, Rev. Bryant, Nina and Tamika should pack up their things and go home. Blacks have bigger fish to fry given the challenges we continue to face with Donald Trump in the White House.”
