While many companies have announced plans to roll back DEI policies in the past couple of months, fewer have paid a higher price than Target (TGT). The Minneapolis-based retailer had been very vocal in support of DEI efforts after the police killing of George Floyd in 2020 and their pausing of efforts has caused a backlash.

The so-called “ Target fast ” spearheaded by Rev. Jamal Bryant, who has more than 800,000 followers on Instagram and promoted the campaign across several media outlets, kicks off Wednesday, the first day of Lent, and lasts the duration of the Christian observance period.