The pastor of New Birth Missionary Baptist Church near Atlanta, is urging a “full Target boycott” after the US retailer scaled back its diversity, equity and inclusion (DEI) initiatives.

Rev Jamal Bryant had previously led a 40-day "fast" from shopping at Target during Lent, but says the company has not addressed campaign demands, including restoring its DEI commitments and investing in Black-owned businesses.

“Until Target comes to the table with serious, concrete proposals to meet our four demands, we will remain in this posture,” he told AP.

“Silence and delay are no longer acceptable.”

Target announced earlier this year that it would phase out some programmes supporting Black employees and businesses.

In response, Bryant, along with other faith leaders, is calling for continued action.

“Our demands are not radical, they are righteous, reasonable, and long overdue,” he added.

Target, which operates almost 2,000 stores and employs over 400,000 staff across the US, said in a statement that it remains committed to “creating a welcoming environment for all team members, guests, and suppliers.”

The boycott reflects growing tensions in America over DEI policies, which some conservative figures, including Donald Trump, have sought to dismantle.