Cardi B found herself at the center of controversy after Pastor Jamal Bryant publicly urged her to support a nationwide boycott of Target following her Instagram post showing a shopping trip to the retailer with her kids.
Bryant addressed the rapper directly in an Instagram message Tuesday. “Dear @iamcardib, Grace and Peace to you!” he began. “I come to you with a chest full of love.”
The pastor’s message came in response to Target’s rollback of its diversity, equity and inclusion (DEI) programs, which has sparked backlash from civil rights advocates and led to a coordinated boycott.
Bryant explained, “There has been a national boycott against @target because they have betrayed our community by dismantling diversity, equity, and inclusion. African Americans have spent 12 million dollars a day, and yet they don’t see us as a viable partner.”
Bryant also emphasized Cardi B’s influence, noting her massive following. “Having 163 million [people] following you is a great deal of influence,” he wrote. “Many follow your lead. I hope you will visit targetfast.org and walk alongside us.”
He acknowledged her Afro-Latina heritage and the broader support from the Latino community, saying, “I’m fully aware that you identify as Latino and that you have children that represent both communities, and to that end, you should know the movement has support as well as buy-in from the Latino community and more specifically, workers.”
Calling the boycott “the most effective boycott in 70 years since the Montgomery bus boycott,” Bryant quoted Martin Luther King Jr., writing, “A person who doesn’t stand for something will fall for anything.”
He also pointed to the impact of the protest, stating, “Our unified movement of churches and grassroots organizations has led to a drop in their stock, a reduction of foot traffic, a reduction of their valuation, and a slashing of the CEO’s salary.”
Online reactions varied, with some users suggesting Bryant should have reached out privately, while others applauded his respectful tone and direct appeal.
The boycott stems from Target’s January 2025 decision to end its REACH initiative and restructure its Supplier Diversity program.
The rollback drew criticism from civil rights groups, who accused the company of walking back its commitment to racial equity. Target had previously pledged over $2 billion to support Black-owned businesses and increase Black representation in its workforce by 20%.
Since the boycott began, Target has reportedly seen a dip in store traffic, stock value and overall company valuation.
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