When the boycott against Target over its rollback of diversity, equity and inclusion (DEI) initiatives took root in Minnesota this past February, it felt like more than just a political statement — it was a thunderclap. For many Black Minnesotans, it was the first time in years that collective power had manifested in such a clear, righteous form.
Target made its first-ever donation to a presidential inauguration by contributing $1 million to President Donald Trump’s 2025 Inaugural Committee.Credit: Public domain
But as the movement gained steam, a different kind of tension bubbled beneath the surface.
At the heart of the boycott is a coalition supported and organized by longtime civil rights attorney and activist Nekima Levy Armstrong, founder of the Racial Justice Network. Together with other grassroots organizers, including Monique Cullars-Doty, aunt to Saint Paul Police murder victim, Marcus Golden and co-founder of Black Lives Matter Minnesota, and Jaylani Hussein, executive director of CAIR (Council on American-Islamic Relations) MN, the coalition called on Target to reinstate its DEI commitments and live up to its post-George Floyd promises to invest in Black communities.
“This is the first time in a long time we’ve seen our community feel like they have a voice and collective power,” said Levy Armstrong. “We knew going in [that] this is going to be a big deal.”
That sense of momentum galvanized local protests, widespread support, and national attention. But it also opened the door to high-profile personalities entering the movement without, according to local leaders, proper coordination or respect.
Among the most contentious developments was the arrival of Atlanta-based pastor Jamal Bryant of New Birth Missionary Baptist Church. Initially, Levy Armstrong had worked to connect Bryant with local clergy.
“[Jamal Bryant] asked me to connect him with Twin Cities ministers,” she explained. “I did that in good faith. But now, after everything, I wouldn’t want those same people following his leadership.
“I got a call from Tamika [Mallory] basically saying that Jamal Bryant was going to be launching a Target fast for 40 days. I’m like, well, why was he doing a fast instead of a boycott?”
That fast eventually became TargetFast.org, which evolved into what the website now states is a boycott, a campaign with its own branding, demands and messaging, much of which, Levy Armstrong said, mirrored efforts already underway in Minnesota.
The website also thanks 150,000 people — influencers, business owners, pastors — who have supported the website or the “Target-fast.”
“[Why would] he set up a website, because none of this got discussed in the coalition meeting,” she said. “It was like her [Tamika Mallory] having a sidebar conversation with me passing along the information. I’m just hearing all of this and just wondering, what is really going on here?”
Levy Armstrong recalled visiting the website and noticing key omissions. “It doesn’t mention the fact that there was already an ongoing boycott that had started on February 1st and that it was launched in the Twin Cities, where Target is headquartered,” she said.
“So I thought that was weird. And I’m wondering, if we’re in a coalition, why wouldn’t you reference the fact that your coalition partners already launched a boycott?”
Cullars-Doty reinforced the legitimacy and scope of the local effort. “We simply wrote the press release, sent it out, then we had the launch,” she said. “We started the National Target Boycott. We talked about LGBTQ, BIPOC, disabled people, veterans, everyone who is historically marginalized that DEI benefits.”
Despite their measured tone, both leaders expressed disillusionment with how the campaign had been reshaped in the national spotlight.
“Someone had shared our media release with them,” said Cullars-Doty. “And then they wanted to meet with Nekima and she freely shared, not gatekeeping it off. I guess they decided to take it and run with it.
“We want people to be involved. We want people to really take the Target boycott seriously,” she continued. “But I always say it is important to stand in integrity and give credit where credit is due.”
Levy Armstrong emphasized that the criticism wasn’t about ego, but about ensuring authenticity and community ownership. “During the Civil Rights Movement there were disagreements, but leaders knew when to hash that out privately and present a unified front,” she said.
What raised further alarm was the overlap in messaging. “Meanwhile, I noticed that on the TargetFast.org website, two of the four demands listed were the exact same ones I had shared with Tamika,” Levy Armstrong said. “Out of four total demands, two came directly from us.”
Those two demands were that Target reverse its rollback on DEI efforts, and that the corporation be held accountable for its $2 billion pledge made after the murder of George Floyd. That pledge included commitments to increase sales of Black-owned brands, improve Black customer experience, supplier diversity, and the hiring and promotion of Black employees.
While this promise defaulted, Target made its first-ever donation to a presidential inauguration by contributing $1 million to President Donald Trump’s 2025 Inaugural Committee, adding to controversy. Target imports around 50% of its merchandise and is susceptible to Trump’s tariffs.
Further complicating matters was the appearance of new strategies that had never been discussed. “The site mentioned plans to collaborate with the Black Chamber of Commerce, something that had never been brought up in any of our coalition meetings. These decisions were clearly made by him [Jamal Bryant] and his team independently. So I sent a text asking, ‘What’s going on here?’
The disconnect became apparent to others as well. “A CNN reporter reached out to me, surprised to learn about our involvement,” said Levy Armstrong. “She had been working on a story featuring Jamal Bryant and had no idea we were connected to the boycott.”
When contacted for comment, Mallory offered no clear stance on the subject. Pastor Bryant, contacted multiple times, was unavailable to interview.
In the face of growing attention and fractured leadership, both Levy Armstrong and Cullars-Doty remain clear on their goal: justice and equity for marginalized communities.
“We didn’t want to fracture the community or take the focus off what really matters,” said Levy Armstrong. “But at the same time, when the foundation starts to feel warped, it’s hard to stay silent.”
