Calling Target’s decision to scale back its diversity, equity and inclusion initiatives “a spit in the face of black people,” megachurch Pastor Jamal Bryant is pushing a 40-day boycott of the retail giant starting at the beginning of Lent on March 5.

Activists are calling for a nationwide boycott of Target stores following the company's decision​ to roll back its diversity, equity and inclusion initiatives.

After Target Corp. last week became the latest major company to announce a rollback in its diversity, equity and inclusion plans, some activists are asking shoppers to boycott the retailer indefinitely starting Saturday.

"We remain focused on driving our business by creating a sense of belonging for our team, guests and communities through a commitment to inclusion," Target said in a statement announcing the change. "Belonging for all is an essential part of our team and culture, helping fuel consumer relevance and business results."

Anger at Target surged after it abandoned DEI programs, but Black-owned businesses that struggled to earn shelf space urged critics to focus on buying minority-owned companies' products instead.

Pastor Dr. Jamal Bryant made the call in his sermon Sunday, highlighting Target's DEI rollback and saying the retailer had "spit in the face of Black people."

New Birth Baptist Church Dr. Jamal Bryant told his congregation that Target “spit in the face of Black people” with their decision to end their DEI initiatives after President Donald Trump's inauguration.