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Target’s Partnership with National Baptist Convention Backfires

June 27, 2025

The National Baptist Convention, USA, Inc. has sparked controversy by announcing a three-year, $300,000 partnership with Target, which is currently facing a boycott over its scaling back of diversity, equity, and inclusion initiatives. The partnership, intended to support scholarships and various development programs, has drawn sharp criticism from faith leaders, media figures, and churchgoers who view it as betrayal of the ongoing boycott efforts.

Who is affected

  • The National Baptist Convention, USA, Inc. and its 31,000 affiliated churches
  • Black communities and congregants who supported the Target boycott
  • Target Corporation
  • Church leaders, including NBCUSA President Dr. Boise Kimber
  • Faith leaders like Pastor Jamal Bryant and Rev. Marcus D. Cosby
  • Media figures, particularly Roland Martin
  • Everyday churchgoers and social media users participating in the backlash

What action is being taken

  • The National Baptist Convention is implementing a three-year, $300,000 partnership with Target
  • Critics and boycott supporters are publicly denouncing the partnership
  • The hashtag #NotMyNBC is gaining traction on social media
  • Pastor Jamal Bryant and others are characterizing the partnership as an attempt to fracture unity
  • Rev. Marcus D. Cosby is urging his congregation to continue pressuring Target
  • NBCUSA President Dr. Boise Kimber is defending the deal as beneficial for community empowerment

Why it matters

  • The partnership comes during an active boycott against Target over its retreat from diversity commitments
  • Critics view the $300,000 amount as minimal compared to Target's multi-billion-dollar status, calculating it as less than $10 per affiliated church
  • The deal is seen as undermining what Pastor Bryant called "the most successful economic protest by Black people in over 70 years"
  • The controversy highlights tensions between organizational leadership decisions and grassroots activism
  • The partnership was established without consultation with boycott leaders, raising questions about transparency and collective decision-making
  • The situation represents broader concerns about corporate accountability for diversity commitments and the effectiveness of economic protests

What's next

  • No explicit next steps stated in the article

Read full article from source: The San Diego Voice & Viewpoint

Target’s Partnership with National Baptist Convention Backfires