Pastor Bryant Calls Out Rick Ross Over Target Shopping

Pastor Jamal Bryant has spoken out after rapper Rick Ross posted a video of himself shopping at Target with his girlfriend, Jazzma Kendrick. Bryant, who launched a 40-day “Target Fast” that has evolved into an ongoing boycott, urged the influential rapper to reconsider his actions and not become a “pawn” amid the retailer’s controversy over its diversity, equity, and inclusion (DEI) initiatives.

A Call for Unity and Economic Strength

In a social media post, Bryant addressed Ross directly, acknowledging his significant influence within the culture. “To that end, I thought it important to share with you that the community has been boycotting Target because of their disregard for our value and a disrespect for the dollars we spend,” Bryant wrote. He reminded Ross of the importance of community relationships with consumers, especially for a businessman.

Bryant directed Ross to the official boycott website, targetfast.org, to learn more about the movement. He emphasized the power of unity and economic strength, stating, “Don’t let them divide us! When we as a whole understand our economic strength and the power of unity… every day we shouldn’t be hustling. Respectfully, be the BOSS not the pawn!”

The Ongoing Target Boycott

Pastor Bryant, senior pastor of New Birth Missionary Baptist Church, initiated the “Target Fast” during Lent to protest the company’s rollback of DEI commitments. His demands include that Target reinvest in Black banks, historically Black colleges and universities (HBCUs), and Black communities, and honor pledges made after George Floyd’s murder.

Bryant has previously held other celebrities accountable for actions perceived as undermining the boycott, including Cardi B. The boycott has reportedly had a measurable impact, with reports indicating Target has lost millions in sales this year, leading to some executive changes.