Pastor calls for electronic protest against Dollar General over DEI rollback

In recent weeks, Jamal-Harrison Bryant, a pastor at New Birth Missionary Baptist Church located in Stonecrest, Georgia, has launched an electronic protest against Dollar General. This initiative stems from the company's decision to roll back its diversity, equity, and inclusion (DEI) initiatives, a move that Bryant attributes to pressures from the Trump administration. His strategy involves encouraging supporters to flood Dollar General's digital channels, such as social media and phone lines, with messages demanding the restoration of DEI policies. Bryant's intent is to hold the retail company accountable, particularly given its significant presence in food deserts across the United States. Bryant, who is already leading a long-term boycott against Target for similar reasons, believes that many customers in underserved communities cannot afford to boycott Dollar General outright. This consideration has influenced his decision to pursue a campaign that avoids direct economic impacts on consumers who rely on Dollar General's low-cost shopping options. He expressed concern that the chain has not adequately invested in the communities it serves, many of which consist of low-income Black individuals who form a large part of its customer base. Despite the absence of a response from Dollar General regarding the protest, Bryant remains steadfast in his efforts, stating that he is committed to affecting corporate accountability without disadvantaging essential services for those in need. As of now, the electronic protest appears to be gaining traction among supporters who resonate with Bryant's cause. The campaign's predecessor, the 'Target Blackout,' continues to garner attention and promote awareness about corporate social responsibility concerning marginalized communities. The issue of corporations retracting their DEI commitments is not new. Many companies, including Target, have faced backlash from various groups for perceived betrayals of their commitments to inclusivity. Bryant's dual focus on Dollar General and Target highlights a growing trend in activism around corporate behavior concerning social justice issues. Activists like Bryant are leveraging digital platforms to create impactful campaigns that mobilize action against corporations that do not align with community values, emphasizing the urgent need for these retailers to re-evaluate their social responsibility agendas.