Pastor Jamal Bryant is urging communities across the U.S. to join a digital protest targeting Dollar General over what he describes as the company’s retreat from its diversity and equity commitments.

According to the Christian Post, the pastor, who leads New Birth Missionary Baptist Church in Georgia, is launching an “electronic protest” against the retail chain, joining an earlier boycott of Target to demand stronger corporate investments in underserved communities.

The campaign against Dollar General is set to rely on emails, phone calls, and social media messages to apply pressure. According to Bryant, this approach allows people to voice concerns intentionally without harming those who rely on the stores for essential needs, especially in areas called food deserts.

Dollar General, which operates more than 20,000 locations nationwide, has a significant customer base in low-income and predominantly Black neighborhoods. Many of these communities lack access to larger grocery stores, making Dollar General a vital resource for food and household items.

Bryant says the electronic protest aims to push Dollar General to reinstate its diversity, equity, and inclusion (DEI) programs, which he claims were scaled back due to political pressure linked to the Trump administration.

Calls For Equity-Focused Investment Rise

In addition to reviving its internal DEI structure, Bryant is calling on the company to create a fund dedicated to reinvesting in the communities it serves. He is also asking for broader opportunities for Black-owned businesses within Dollar General’s supply chain.

“Dollar General also needs to be held accountable for failing to invest in the very black and low-income communities that make up the backbone of their customer base,” Bryant said. “This isn’t just a corporate retreat — it’s a betrayal of the people they profit from.”

Though the initiative stops short of a full boycott, Bryant’s approach signals an increase in organized pressure on corporations whose profits are rooted in under-resourced locations. He stated the goal is to enact change while minimizing harm to those most dependent on accessible retail options.

Broader Movement Began With Target Boycott

Before launching his campaign against Dollar General, Bryant led a protest that targeted Target Corporation over similar concerns. That effort culminated on April 20, 2025, when he formally announced a full boycott of the retail giant.

The Target campaign followed a 40-day fast by Bryant and his supporters. Throughout that period, they abstained from shopping at any Target location and accused the company of failing to uphold previous DEI promises.

Target had proposed investing $2 billion into Black-owned businesses by July 2025, but Bryant dismissed the offer and maintained his demands. These included a $250 million deposit into Black-owned banks and building community-based retail education centers at ten historically Black colleges and universities (HBCUs).

Shifting Corporate Policies Following Legal Rulings

The movement comes as several major companies reevaluate their inclusion practices, especially in the wake of a U.S. Supreme Court decision in 2023 that limited the role of race in college admissions. Activists worry that the ruling is influencing corporate decisions.

Bryant sees the rollback of such programs as part of a broader retreat driven by political shifts and public pressure from conservative figures. His message underscores what he sees as a moral obligation for corporations to operate ethically in marginalized markets.

“Like other corporations, Dollar General has bowed to pressure from the Trump administration and rolled back their diversity, equity, and inclusion initiatives,” he said.

Impactful Examples Beyond Customer Action

Bryant cited protests against Tesla as an example that direct purchasing or brand loyalty isn’t required to influence a company's public image. He suggested brand reputation could be affected even by non-customers engaging in advocacy.

“The reality is thenumbert of people who protest Tesla dealerships, those people don’t drive Teslas,” he said. “The impact of the brand is still tarnished, so we think we’ve found there’s more than one way to skin a cat.”

He believes similar tactics could successfully push Dollar General to revisit and reinforce its commitments to diversity, supplier inclusion, and local investment.

Electronic Campaign Designed For Inclusion

According to Bryant, a full boycott of Dollar General wasn’t an option due to the chain’s proximity to communities lacking other food or shopping options. Instead, the electronic method is designed to engage supporters without creating hardship.

“We want to make an impact without hurting those who need a Dollar General,” he said. This approach focuses on accountability rather than outright abandonment.

The movement continues to gain momentum as Bryant and his supporters encourage more people to take part in the digital campaign. He remains hopeful that collective pressure will cause the company to reevaluate its priorities and public commitments.