Full Breakdown
Pastor Jamal Bryant Leads Holiday Boycott Campaign Against Major Corporations
11/27/2025, 12:17:14 AM
Overview of the Boycott Campaign
Pastor Jamal Bryant is spearheading a holiday boycott campaign titled “We Ain’t Buying It,” urging Black Americans to refrain from shopping at Target, Home Depot, and Amazon. This initiative follows a significant rollback of Diversity, Equity, and Inclusion (DEI) programs by these corporations, which many view as a betrayal of Black consumers. The campaign is a response to a broader trend of anti-DEI sentiment that has emerged since the murder of George Floyd in 2020, leading to the dissolution of DEI initiatives across various companies.
Background & Context
In 2024, several major corporations, including Walmart, Boeing, Ford, and John Deere, began dismantling their DEI policies amid rising anti-DEI legislation during President Donald Trump’s second term. This shift has galvanized consumers to mobilize against these corporations, culminating in Bryant's call for a 40-day “fast” from Target in February 2025, which has since evolved into a full-scale boycott.
Key Figures & Groups
- Jamal Bryant: Pastor and leader of the boycott campaign, advocating for economic action among Black consumers.
- LaTosha Brown: Lead organizer for the “We Ain’t Buying It” campaign, emphasizing the importance of redirecting spending to businesses that align with community values.
- Linda Moses-Baker: A participant in the boycott, expressing her motivations rooted in the need for respect and equitable treatment in corporate America.
Campaign Details and Rationale
The boycott targets Target for its DEI rollbacks, Amazon for its financial support of the current administration, and Home Depot for alleged collusion with ICE. Bryant emphasizes that the campaign is not merely about abstaining from purchases but about redirecting spending towards Black-owned businesses, highlighting the $2 trillion spending power of Black consumers. He argues that the economic impact of this collective action can lead to significant changes in corporate policies.
Criticism & Opposition
While the boycott aims to hold corporations accountable, concerns have been raised about its potential impact on workers within these companies. Bryant acknowledges this issue, stating that the responsibility lies primarily with corporate executives who benefit disproportionately compared to their employees. He points out that many workers are part of the "working poor," struggling to make ends meet despite employment.
Official Statements & Responses
Home Depot responded to the allegations of collusion with ICE, stating, “We aren’t notified that immigration enforcement activities are going to happen, and we aren’t involved in the operations.” This statement reflects the company's position on its compliance with federal regulations, distancing itself from the accusations made by boycott organizers.
Verbatim Quotes
- “We’re asking people to not shop at Home Depot, Amazon, and Target,” — Pastor Jamal Bryant
- “ LaTosha Brown, the lead organizer for the “We Ain’t Buying It” campaign shared, “We are united in a powerful message: our dollars are our democracy too.” — LaTosha Brown
- “My motivation to support the 2025 economic blackout during the holiday season stems from a quote instilled in me: ‘If you don’t stand for something, you’ll fall for anything.’ Over the past months I’ve seen our needs ignored and go unmet. Action makes noise. My shopping diversion sends the message that I will not shop where I’m not respected.” — Linda Moses-Baker
- “What makes America great is diversity, equity, and inclusion.” — Pastor Jamal Bryant
Conclusion
As the holiday season approaches, the “We Ain’t Buying It” campaign continues to gain momentum, drawing parallels to historical movements for justice, such as the Montgomery Bus Boycott. Bryant asserts that for corporations to remain viable, they must prioritize policies that address workplace inequities and respect the contributions of Black consumers.
