Target faces 40-day boycott

(CNN)– Target is facing a 40-day consumer boycott over the company’s shift away from diversity, equity and inclusion policies.

The boycott started on Wednesday, March 5, which is also the first day of Lent.

It was started by a prominent Atlanta-area megachurch pastor.

It comes more than a month after Target announced it was making changes to its DEI programs which was in response to conservative court decisions and right-wing pressure.

The company was once a leading advocate for DEI initiatives in the business world.