On May 25, marking the fifth anniversary of George Floyd's death, Black church leaders nationwide are organizing peaceful protests outside Target stores to raise awareness for racial justice.
The protests aim to pressure Target to restore its commitment to diversity, equity, and inclusion (DEI) programs.
Pastor Jamal-Harrison Bryant of New Birth Missionary Baptist Church in Georgia is leading the effort.
His church will protest outside a Target in Conyers, just outside Atlanta. According to Bryant, 67 churches nationwide will join the protest, Hindustani said.
The May 25 protest will begin at 12 pm ET. Protestors will remain silent for 9 minutes and 40 seconds — the amount of time a police officer knelt on Floyd's neck. Bryant said the silence is meant to be a symbol of reflection and justice.
"This is about Target keeping its word," Bryant told sources. "They made a pledge after George Floyd's death to support the Black community — not because of pressure, but because it was the right thing to do. Now, it feels like they've gone back on that promise."
Target, based in Minneapolis where Floyd was killed, had previously committed $2 billion to support Black-owned businesses. But Bryant and other leaders say that promise has stalled.
A lot of people thought that boycotts don't work. But, they do. Especially sustained boycotts like the one against Target for their ending of DEI considerations. Target's CEO, Brian Cornell, is asked for a meeting with Civl Rights leader Al Sharpton. Target is being hit where it… pic.twitter.com/un5Q3inzIZ
— Willie Ross Jr. Knee Deep (@RossKneeDeep) April 18, 2025
Protesters Continue Target Boycott Until Demands Are Met
The protest is part of a larger effort known as the Target Boycott, which began in February and gained momentum during Lent with a 40-day fast. Bryant says the boycott will continue until all four of the group's demands are met.
A boycott group is calling on Target to take stronger action in support of the Black community.
According to USA Today, their requests include following through on a $2 billion commitment to Black-owned businesses and placing $250 million in 23 Black-owned banks to boost economic support.
They're also asking Target to open retail centers at 10 historically Black colleges and universities to help train and inspire young Black entrepreneurs.
Finally, the group wants the company to fully reinstate its diversity, equity, and inclusion (DEI) efforts across all levels.
Target CEO Brian Cornell met with civil rights leaders in April, including Bryant and Rev. Al Sharpton. At that meeting, Cornell said the $2 billion pledge would be completed by July 31. However, no official updates have been given since.
A Target spokesperson told sources that the company is still committed to finishing its REACH program by 2025, but did not confirm the July 31 timeline. "We are absolutely dedicated to fostering inclusivity for everyone," the spokesperson said.
Bryant is making sure safety is a top priority during the protests. He said he's working with local pastors and the National Bar Association to provide legal support in case anything goes wrong.
"I'm cautious calling for large protests in this climate," Bryant said. "But silence is not an option when promises are broken."
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