Jamal Bryant and the Target Boycott: A Theological and Logical Breakdown
Introduction
In recent days, a sermon by Pastor Jamal Bryant has gone viral due to his passionate stance on Target’s decision to eliminate its Diversity, Equity, and Inclusion (DEI) initiatives. Bryant, known for his politically charged messages, called for a 40-day boycott of the retail giant in response. But is this reaction logical, biblical, or even effective?
Jamal Bryant’s Message: “I Feel Like I’m Being Targeted”
Using 1 Samuel 19:10 as his foundational text, Bryant delivered a sermon titled I Feel Like I’m Being Targeted. The passage recounts King Saul’s attempt to kill David by hurling a spear at him, from which David narrowly escaped. Bryant attempts to draw a parallel between David’s persecution and Target’s removal of DEI initiatives, arguing that Black Americans are under attack due to corporate decisions.
While this analogy is creative, it is biblically and logically flawed. The historical and scriptural context of David’s persecution by Saul has nothing to do with corporate hiring policies or racial issues in modern America. The attempt to conflate these vastly different scenarios undermines the integrity of biblical exposition.
The Problem with Bryant’s Argument
Misuse of Scripture
1 Samuel 19:10 is about a literal attempt on David’s life, not corporate hiring practices. David was physically hunted by King Saul, while Bryant’s sermon suggests a metaphorical persecution due to corporate policy shifts. These are not comparable situations.
DEI and Its Implications
DEI policies often prioritize identity over merit. While intended to correct past inequalities, they can also create new disparities. Bryant’s defense of DEI fails to acknowledge its broader implications, including its impact on other groups and businesses’ bottom lines.
Historical and Economic Inaccuracies
Bryant claims that Target’s decision is part of a larger effort to return America to pre-Civil Rights-era racism. However, eliminating DEI does not mean barring Black Americans from employment opportunities. Historically, Black entrepreneurs and workers have thrived without government or corporate handouts.
A Call for Ownership, Not Dependence
Rather than urging reliance on corporate initiatives, Bryant could advocate for Black entrepreneurship and economic independence. Figures like Booker T. Washington emphasized self-reliance, skill-building, and business ownership rather than government or corporate intervention. The over reliance on DEI as a pathway to progress disregards the power of self-determination and community-driven solutions.
The Contradiction in Bryant’s Call to Action
Bryant calls for a 40-day boycott of Target, yet curiously sets the start date for a month later. If Target is truly racist, why delay the boycott? Additionally, he urges supporters to sell their Target stock—despite the temporary nature of the boycott. This lack of consistency weakens the credibility of his argument.
Furthermore, he asks his congregation to redirect their financial support toward his ministry, specifically calling for monetary donations, including an appeal for contributions as high as $1 million. This raises concerns about whether the boycott is truly about justice or merely a vehicle for financial gain.
A Biblical Approach to Economic Justice
Rather than engaging in performative activism, believers should approach economic and racial justice with wisdom and biblical discernment. Scripture calls for ethical business practices, fair treatment of workers, and personal responsibility. While addressing systemic injustices is important, it must be done with integrity, not through misapplied theology and emotional appeals.
Conclusion
Jamal Bryant’s sermon on Target and DEI is an example of how theological messages can be manipulated for political and social agendas. While corporate responsibility is a valid concern, misleading biblical interpretations and misguided activism do not serve the cause of justice. Instead of boycotting businesses for short-term symbolic victories, the Black community—and all communities—should focus on sustainable economic empowerment, entrepreneurship, and biblically sound advocacy.
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Grace and peace.