Dr. Jamal Bryant, a liberal black preacher at a Baptist megachurch in Georgia, is angry that Target stores have dropped the secular left’s diversity, equity, and inclusion initiative. And so, along with Al Sharpton, he has urged black people to boycott Target.

Bryant is leading a deceitful political scam while insisting he is a man who seeks to help black people. DEI has never been about that. Instead, proponents of DEI play the race card, using black Americans to advance what amounts to a godless agenda. Worse, in pressuring Target to restore DEI, this man of the cloth is undermining the gains Christians have made in getting the retailer to remove homosexual-themed children’s clothing from their stores.

Should Bryant’s boycott grow enough to overwhelm complacent Christians, it could possibly provide Target a new political lifeline (and excuse) to reverse course on DEI.

As many will recall, back in 2023, Target made national news when conservative influencers and media outlets reported how the national retailer was using customer profits to target children with a marketing campaign promoting pro-homosexual-themed apparel. This was bad enough by itself.

You boycotted, Target listened

What added insult to injury was the way Target seemed to be riding a wave of some organized propaganda campaign pushing drag-queen story hours — where perverse men dressed in women’s clothing would read books to children — often while behaving in lewd and suggestive ways.

As a result, a tsunami of public outrage ensued, and an untold number of Americans immediately decided to boycott Target stores.

It made a difference: Target got the message that the bulk of its consumers reject the woke agenda. In June 2024, the retailer announced that it would no longer sell children’s apparel as part of its “Pride Collection.” Even though Target still sells merchandise that promotes the homosexual lifestyle, the removal of this apparel from the children’s departments is nonetheless a victory for morality.

This victory was followed by President Donald Trump’s executive order against DEI in January, which prompted Target to join other major companies — including Walmart, McDonald’s, and Ford — in announcing it would end several corporate DEI initiatives.

A counter-boycott

This is when the left-wing preacher Bryant stepped into the breach to stage a counter-boycott that attempted to mimic what conservatives had done.

Protesting against the corporate practices that include selling homosexual-themed paraphernalia to children is an odd move for a man with the title of preacher — one would hope he is in agreement with biblical values.

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Melina Mara/The Washington Post via Getty Images

In fact, Bryant has never publicly denounced Target’s previous practices. Yet, he’s chosen now to speak up and fight for Target to restore DEI. And so has Twin Cities Pride, a homosexual activist group, which also lashed out at Target for ending its DEI initiatives.

Seeing that Bryant is taking the same side as Twin Cities Pride, it’s hard not to conclude that Bryant’s passionate drive to pressure Target to reinstate DEI is motivated by his full-throated agreement with the far left’s secular agenda.

There’s more proof of this.

Woke, not Christian

Not long ago, Bryant appeared on a podcast and engaged in a heated exchange about political and spiritual matters with Pastor Mark Burns, a black conservative pastor who has gained fame for his support of President Trump.

The takeaway from some online viewers was that Bryant did not align with the standard scriptural interpretation that the Bible supports only traditional marriage and opposes abortion.

To make matters worse, Bryant seems to be making inroads with Target CEO Brian Cornell. In a symbolic gesture of agreement, Cornell reached out and met with Al Sharpton because of Bryant’s boycott.

It’s important to note that Cornell was also CEO of Target back in 2023 and had initially refused to back down from selling rainbow-colored onesies for infants and T-shirts that say, “Pride Adult Drag Queen ‘Katya,’” “Trans people will always exist!” and “Girls Gays Theys.” He was so adamant about pushing the homosexual agenda on kids that, in response to conservative backlash, he told the press that he thought it was “the right thing for society.” Cornell also admitted that this agenda is directly linked to Target’s DEI initiatives: “The things we’ve done from a DEI standpoint, it’s adding value,” Cornell said.

Hold the line

Based on these comments, can there be any doubt that Target would love to restore DEI, including its children’s “Pride Collection”? Of course not. But the social pressure against it is finally having an effect. That is, it was until Bryant and others began to get louder.

Let there be no doubt: Should Bryant’s boycott grow enough to overwhelm complacent Christians and conservatives, it could possibly provide Cornell a new political lifeline (and excuse) to reverse course on DEI. If that happens, you can bet that all perverse children’s merchandise will return to store shelves.

Editor’s note: A version of this article appeared originally at Chronicles Magazine.