In a move reminiscent of the Montgomery Bus Boycott, a grassroots movement is calling for a 40-day fast from Target stores. This Lenten season protest is in response to Target’s alleged backpedaling on its $2 billion pledge to Black-owned businesses and a perceived retreat from Diversity, Equity, and Inclusion (DEI) initiatives.
The Need-to-Knows
- The TargetFast is a 40-day boycott of Target stores, beginning March 3rd and ending April 17th.
- The organizers are calling for 100,000 conscientious citizens to participate.
- The fast is a response to Target’s alleged betrayal of the Black community and a broader corporate rollback on DEI efforts.
- The movement is demanding that Target honor its $2 billion pledge, invest in Black banks, restore its commitment to DEI, and create community centers at HBCUs to teach retail business.
Key Takeaways
- This boycott highlights the power of consumer activism and the growing demand for corporate accountability.
- It underscores the importance of DEI initiatives and the consequences of corporate retreat from these commitments.
- The movement is leveraging the economic power of the Black community to effect change.
- The use of a Lenten fast adds a spiritual dimension to the protest, emphasizing the moral and ethical implications of corporate actions.
Impact on American Culture and Society
The TargetFast has the potential to significantly impact American culture and society. It could:
- Force corporations to reconsider their commitment to DEI and social responsibility.
- Empower marginalized communities to use their economic power to hold corporations accountable.
- Spark a broader conversation about the role of corporations in social justice issues.
- Lead to increased support for Black-owned businesses.
Historical Connection to the Montgomery Bus Boycott
The TargetFast draws a clear parallel to the Montgomery Bus Boycott of 1955-1956. Both movements leverage economic boycotts to protest injustice and demand change. The Montgomery Bus Boycott, sparked by Rosa Parks’ refusal to give up her seat, led to the desegregation of buses and was a pivotal moment in the Civil Rights Movement. Similarly, the TargetFast aims to leverage economic power to challenge corporate policies and promote racial equity.
The Urgency of Now
The organizers of the TargetFast emphasize the urgency of their cause, stating that “Black America is the world’s 12th wealthiest nation in spending power.” By harnessing this economic power, they aim to send a clear message to Target and other corporations: social responsibility is not optional, and the Black community will not tolerate betrayal. The TargetFast is a powerful reminder that consumers have a voice and can use their wallets to vote for change.
Lessons from the Montgomery Bus Boycott applicable to the TargetFast movement:
- Unified Front: The Montgomery Bus Boycott was successful due to widespread community participation. TargetFast organizers similarly aim to mobilize 100,000 citizens, emphasizing the power of collective action.
- Non-Violence: The Montgomery Bus Boycott adhered to non-violent protest, maintaining the moral high ground and garnering public support. TargetFast, as a Lenten fast rooted in spiritual principles, also aligns with peaceful resistance.
- Clear Demands: The Montgomery Bus Boycott had clear, achievable goals – desegregation of buses. TargetFast also presents specific demands to Target Corporation, providing a roadmap for resolution.
- Perseverance: The Montgomery Bus Boycott lasted over a year, demonstrating the need for sustained effort. TargetFast’s 40-day duration and potential for a “Phase 2” show commitment to long-term change.
- Economic Impact: The boycott significantly impacted the bus company’s revenue, forcing them to negotiate. TargetFast aims to leverage Black America’s spending power to similarly pressure Target.
By applying these lessons, the TargetFast movement can enhance its effectiveness and potential for achieving its goals.
The TargetFast movement aligns with the spiritual principles of Lent in multiple ways:
- Sacrifice and Fasting: Lent is a time of sacrifice, and the TargetFast calls for a 40-day fast from spending at Target, mirroring the traditional Lenten practice of fasting from food or other indulgences.
- Reflection and Repentance: Lent is a season of reflection and repentance. The TargetFast encourages participants to reflect on the importance of economic justice and corporate responsibility, and to repent from supporting companies that neglect these principles.
- Spiritual Resistance: The TargetFast frames the boycott as a form of spiritual resistance, drawing parallels to Jesus’ actions in the temple. This highlights the moral and ethical dimensions of the protest.
- Renewal and Transformation: Lent is a time of renewal and transformation. The TargetFast aims to bring about change in corporate practices and promote a more just and equitable society.
By connecting the boycott to the spiritual practices of Lent, the TargetFast movement adds a deeper layer of meaning and purpose to the protest, inviting participants to engage in a holistic act of resistance that encompasses both personal and societal transformation.
The TargetFast movement leverages the economic power of the Black community by:
- Direct Boycott: Calling for a 40-day fast from spending at Target, directly impacting the company’s revenue.
- Stock Divestment: Encouraging individuals to sell any Target stock they own, potentially affecting the company’s market value.
- Circulation of Black Dollars: Partnering with the Black Chamber of Commerce to provide a directory of Black-owned businesses, promoting economic support within the community.
- Highlighting Spending Power: Emphasizing that Black America has significant spending power ($12 million/day) that can be redirected to support businesses aligned with their values.
By organizing a collective boycott and encouraging alternative spending within the Black community, the TargetFast movement aims to demonstrate the economic influence of Black consumers and hold Target accountable for its actions.
New Birth Missionary Baptist Church Pastor Dr. Jamal Bryant:
