Reverend Jamal-Harrison Bryant, a Georgia pastor and social justice advocate, has initiated a digital protest targeting Dollar General. The protest responds to the retailer's rollback of diversity, equity, and inclusion (DEI) initiatives, a move Bryant describes as a betrayal of the Black and low-income communities that form a significant portion of Dollar General's customer base.

Bryant, who previously led a 40-day boycott against Target for similar reasons, is now focusing on Dollar General. He accuses the company of succumbing to political pressure and quietly dismantling its diversity, equity, and inclusion (DEI) policies. 

"Like other corporations, Dollar General has bowed to pressure from the {the government} and rolled back their diversity, equity and inclusion policies," Bryant stated, according to The Hill. 

The protest, supported by over 50 Black churches nationwide, is designed as a digital campaign. Supporters are encouraged to inundate Dollar General's communication channels—emails, phone lines, and social media—with demands for the reinstatement of DEI initiatives. The campaign also calls for the creation of a community reinvestment fund, prioritization of Black-owned vendors, and a public acknowledgment of structural racism within the company's operations.

Recognizing the reliance of many communities on Dollar General, especially in areas classified as food deserts, Bryant emphasizes that the protest is not a call for a complete boycott. 

"For millions of Americans living in food deserts, Dollar General isn’t just a store—it’s a lifeline," he noted. 

Dollar General has yet to respond publicly to the campaign. The company's website continues to highlight its commitment to serving rural and underserved communities.