Target is facing mounting criticism and boycott calls after it unveiled a tie-up with Pastor Jamal Bryant, one of the prominent religious leaders and activists. The collaboration to market diversity and outreach to the community has been at the center of controversy due to Bryant’s previous history of offensive comments and run-ins with the law.
The big-box retailer made the announcement as part of its broader effort to support black-owned businesses and listen to diverse voices. Bryant, who started Georgia’s New Birth Missionary Baptist Church, would collaborate with Target on social justice and economic empowerment efforts. However, the action was quickly criticized by customers and advocacy groups.
Critics have pointed to Bryant’s past controversies, including the allegations of fiscal mismanagement and his public comments on controversial social issues. He has been accused by some of being divisive, and others have condemned his leadership style. All these have led to demands that Target reconsider the deal, with many people taking to social media to express their discontent.
“Target has to do better,” wrote one. “Teaming up with someone so surrounded in controversy is sending all the wrong messages.” Others vowed to boycott the store until it dropped the partnership, employing hashtags such as #BoycottTarget to organize their outrage.
Target made a public statement in their defense following the outrage. “We are committed to creating unity and standing by leaders who are bringing about change in their neighborhoods.” the corporation said. “Pastor Bryant has been a vocal advocate of social justice, and we find that this endorsement aligns with our values.”
Despite the screams from Target itself, the scandal has put the retailer in a bit of a bind. The retailer has been championing diversity and inclusion for a long time; yet, the partnership has opened up aspects of its vetting process for partners.
Analysts expect the negative publicity to hurt Target’s brand reputation among socially conscious consumers, in particular. Bryant, however, perceives the overwhelming criticism as something “unfair” and “misguided.”
He made a statement reiterating his working life of social justice and empowerment toward communities. “I have spent my whole life empowering marginalized communities and advocating equality,” said Bryant. “This partnership with Target is that chance to expand that work in a larger way.”
This backlash comes as more and more companies are being held accountable for partnerships with others and their public outlook on social issues. In appearances toward the public, Target and other retailers are trying to balance a tightrope of being liberal while not taking a position that could altogether lose the customer vote.
As the row continues, Target has a hard decision to make: whether to stick with its partnership with Bryant or cut its ties to lessen the backlash. Either way, risks are involved, highlighting the challenges of operating in today’s divided cultural landscape.
For now, the boycott threats serve as a reminder of consumer activism’s potency—and the merits of thorough due diligence in business partnerships.
