Prominent Georgia pastor Jamal Bryant is calling for coordinated digital action against Dollar General over what he says is the company's retreat from commitments to diversity and community investment.

According to the Christian Post, the move follows Bryant’s earlier boycott of Target and marks an ongoing campaign to pressure major U.S. retailers to restore and enhance their diversity, equity, and inclusion policies.

Bryant, the senior pastor of New Birth Missionary Baptist Church in Stonecrest, Georgia, made headlines in April when he launched a full boycott of Target. The boycott was prompted by the retailer’s alleged decision to scale back its diversity goals, despite a prior $2 billion commitment to invest in Black-owned businesses by July 31, 2025.

Pastor seeks broad systemic change through business activism

As part of that earlier campaign, Bryant called for more extensive commitments from Target. These included depositing $250 million in Black-owned banks, establishing community retail centers at 10 historically Black colleges and universities (HBCUs), and fully restoring the DEI-related franchise efforts the company had previously reduced.

He and his supporters also undertook a 40-day fasting protest, known as the "Target Fast," to draw attention to the cause. Bryant had emphasized that symbolic and physical acts of sacrifice could amplify the urgency of their message to corporate stakeholders.

Now, shifting his focus to Dollar General, Bryant announced what he described as an “electronic protest.” This campaign differs from the Target boycott and is designed to allow public pressure without implementing a complete consumer shutdown, given the store's role in underserved areas.

Dollar General's response targeted via email and social media

The electronic protest includes mass outreach through phone calls, emails, and social media engagement aimed at Dollar General's corporate offices. Supporters are urged to ask the company to reestablish its DEI framework and reinvest in the communities it serves.

Bryant said the chain has reduced its DEI efforts under what he called pressure from the Trump administration, echoing a broader trend among U.S. businesses reassessing race-related policies since the U.S. Supreme Court's 2023 rejection of race-based college admissions.

“Like other corporations,” Bryant said, “Dollar General has bowed to political pressure and scaled back its diversity plans.” He added that this setback is more than a corporate decision—it signifies turning away from the very communities the company profits from.

Concerns raised about store impact in food deserts

Dollar General, with over 20,000 locations nationwide, often serves as a primary grocery source for residents in food deserts. Bryant acknowledged the essential role the stores play in areas lacking access to fresh produce.

Because of this unique position, the new protest isn't a boycott. "We have to be mindful not to hurt the people most dependent on these outlets," Bryant explained, indicating that the strategy was chosen to avoid harming those in vulnerable regions.

He pointed to other industries where protests have occurred without patronage being affected. “The people protesting Tesla don’t necessarily own Teslas,” he noted, asserting that public opinion can still influence a brand’s reputation.

Calls for investment and vendor diversity

Through the campaign, Bryant is pressing Dollar General to build a community reinvestment fund and return to active deployment of diversity programs. He is also calling for the company to expand its contracts with Black-owned suppliers.

In Bryant’s view, these steps are necessary to correct systemic issues within Dollar General’s corporate structure and to provide tangible support to marginalized communities. He positions this move not merely as a policy correction, but as a moral imperative.

“This isn't just about inclusion,” he said. “It's about reversing a betrayal of trust in neighborhoods that support these stores.” Bryant believes targeted reforms could address long-standing disparities in business opportunities and resource distribution.

Faith leadership intersects with corporate activism

As a faith leader of a large congregation, Bryant has used his influence to push for social and economic justice. His campaigns leverage grassroots networks as well as social media to rally wide-scale support.

He maintains that meaningful change won't occur until corporations are held responsible for their real-world influence. Through coordinated messaging, Bryant aims to sway public opinion and executive decision-making alike.

“We think we've found more than one way to skin a cat,” he said, describing the potential of technological activism to reshape brand loyalty and public accountability.