According to Targetfast.org, it’s a corporate fast and “spiritual act of resistance,” calling people not to spend any money at Target during Lent and to sell any Target stock they own.

“In recent days, we have witnessed a disturbing retreat from Diversity, Equity, and Inclusion (DEI) initiatives by major corporations — companies that once pledged to stand for justice but have since chosen the path of compromise,” according to Targetfast.org. “These rollbacks represent more than just corporate decisions; they reflect a deeper erosion of the moral and ethical commitments necessary to build a just society. As people of faith, we cannot be silent. We are called to resist systems that perpetuate exclusion and inequity.”

This effort is separate from a boycott against Target that began at the start of February over the retailer’s decision to phase out DEI initiatives.

A grassroots movement known as the Latino Freeze Movement calls for the Latino community to shop only for essentials and be “selective” in where they shop in response to the rollback on Diversity, Equity, and Inclusion policies and more. The Latino Freeze Movement named more than a dozen companies to not purchase from, alleging that these companies “scaled back Diversity, Equity, and Inclusion or have been passive.”