The Boycott Debate Is Back—But Is It Effective?
Boycotts have long been a tool for economic resistance, but not all of them are created equal. Calls to boycott major corporations, like Target, have been circulating, but many of these movements lack a clear plan of action. The NightBeat Breakdown took on this issue, breaking down why some boycotts fail and why Dr. Jamal Bryant’s proposed 40-day fast from Target is different—it’s strategic, structured, and backed by real economic leverage.
Why This Matters: More Than Just a Symbolic Protest
The issue isn’t whether Black communities should wield their economic power—it’s how to do it effectively. The failure of past boycotts, like the one promoted by Nina Turner and We Are Somebody, stemmed from a lack of direction. On the other hand, Dr. Bryant’s 40-day Target fast is structured with a clear strategy: a massive financial withdrawal paired with reinvestment in Black businesses.
"Racist America doesn’t respond to speeches. They respond to dollars. If they start losing $29 million a day for 40 days, we will break the back of the system." – Dr. Jamal Bryant
Breaking Down the 40-Day Target Fast
Dr. Bryant’s approach isn’t just about not shopping at Target—it’s about redirecting Black spending power into Black-owned businesses. Here’s how it’s set up:
A Unified Movement: The goal is for at least 100,000 people to commit to the boycott by signing up at targetfast.org.
Economic Disruption: The Montgomery Bus Boycott worked because it hurt the system financially. The Target fast aims to do the same, leveraging collective economic withdrawal.
A Strategic Alternative: Instead of just boycotting, participants will be given a directory of 300,000 Black-owned businesses to support instead.
Support for Black Vendors: Black-owned brands that sell in Target will be given time to shift their products online so they don’t suffer financially.
The Key Difference: A Plan of Action
Past boycott attempts lacked execution. Dr. Bryant’s plan directly addresses this:
A Start and End Date: The fast begins March 3rd—giving Black businesses time to prepare.
Guidance for Participants: Those who join will receive a curated list of Black-owned alternatives for daily needs like water, paper towels, and household goods.
Institutional Backing: The movement is supported by the National Black Chamber of Commerce, ensuring businesses get exposure and support.
"Y’all heard it. Jesus agitated. Jesus fought. What Dr. King said in that infamous clip that goes around: 'I’m coming to cash my check.' I’m coming to get what’s due to me. And it has to be all about the economics." – The NightBeat Breakdown
The Bigger Picture: Economic Power Over Symbolism
Dr. King, in his book Where Do We Go From Here: Chaos or Community?, emphasized the need for Black communities to consolidate economic and political power:
“Power is the only thing respected in this world, and we must get it at any cost.” – Dr. Martin Luther King Jr.
This isn’t about blindly boycotting—it’s about building our own economic systems. Without a structured plan, a boycott is just an empty gesture. But when paired with redirection, reinvestment, and community backing, it becomes a transformative movement.
Actionable Takeaways: What You Can Do
If you’re serious about making economic moves that matter, here’s what you can do today:
✅ Sign up for the 40-day fast at targetfast.org.
✅ Commit to shifting your spending to Black-owned brands.
✅ Encourage Black businesses to join the National Black Chamber of Commerce for added support.
✅ Spread the word—this movement grows when the community mobilizes.
Final Thought: The Power of Collective Action
The real flex isn’t just pulling money out of corporations—it’s redirecting it into our own communities. Dr. Bryant’s plan isn’t perfect, but it’s strategic. And strategy is what separates symbolic gestures from real economic movements.
Are you ready to shift the power?
🔗 Join the conversation on Kin+ and let’s build something bigger.
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