Pastor Jamal Bryant Slams Dollar General’s DEI Betrayal, Calls for Digital Protest
Rev. Jamal-Harrison Bryant is leading a digital protest against Dollar General’s rollback of diversity, equity, and inclusion policies. With backing from over 50 Black churches, the campaign walks a fine line—demanding justice while protecting access to essential goods for communities in food deserts.
Article Written By Brenda Williams and Dawn Randall // EEW Magazine Online
Pastor Jamal Bryant Takes a Stand: Challenging Dollar General’s DEI Rollback (EEW Magazine)
Dollar General, the discount retail behemoth with more than 20,000 stores nationwide, has become the unlikely flashpoint of a battle over race, corporate ethics, and economic justice. On May 28, Rev. Jamal-Harrison Bryant, a prominent Black pastor and activist, launched a coordinated digital protest accusing the chain of quietly dismantling its diversity, equity, and inclusion (DEI) policies.
But this isn’t a call for a traditional boycott.
“For millions of Americans living in food deserts, Dollar General isn’t just a store—it’s a lifeline,” Bryant said in a statement to USA Today. Recognizing that many vulnerable communities depend on the retailer for basic necessities, Bryant is leveraging the power of digital disruption—urging supporters to inundate the company’s email, phone lines, and social media with demands for reform.
The protest, backed by a coalition of more than 50 Black churches, calls for the reinstatement of DEI initiatives, creation of a community reinvestment fund, prioritization of Black-owned vendors, and a public reckoning with structural racism within the company’s operations.
“Like other corporations, Dollar General has bowed to pressure from the Trump administration and rolled back their diversity, equity and inclusion policies,” Bryant said. “We refuse to let them do it quietly.”
Bryant, who also spearheaded the 40-day “Target Fast”—a nationwide effort urging Christians to abstain from shopping at Target in response to that company’s own DEI rollback—has emerged as a central figure in the growing faith-led movement to hold corporations accountable. He believes we need companies “that don’t just take our dollars but honor our dignity,” he said during the Target campaign.
His latest crusade reflects a broader national trend. Over the past year, corporate America has retreated from DEI initiatives, emboldened by federal rollbacks and executive orders that undermine equity efforts across sectors, according to Reuters.
For critics, Dollar General’s backslide is especially egregious. Its business model thrives in structurally neglected neighborhoods—communities where supermarkets have vanished and fresh food is scarce. A growing body of research, including a report from UCLA’s Anderson Review, shows how the chain's rapid expansion often contributes to the collapse of independent grocers, worsening food insecurity.
A report from Eater also highlights how Dollar General’s dominance in low-income neighborhoods often replaces, rather than complements, access to nutritious food. For many, the store is the only accessible option for groceries, hygiene products, or school supplies—making it difficult to protest without unintended harm.
That’s the tightrope Bryant’s digital campaign seeks to walk. “While some can choose to shop elsewhere, those in food deserts aren’t expected to avoid Dollar General,” he said. “This isn’t virtue signaling—it’s about survival and justice.”
Community Perspectives
The protest has ignited robust discussion among EEW Magazine’s core readership—primarily Black Christian women—whose voices reflect a wide spectrum of convictions shaped by faith, lived experience, and the practical realities of life in underserved communities. Here’s what some readers are saying:
“I stand with Pastor Bryant on this. It’s crucial that we hold companies like Dollar General accountable for their DEI policies. As women of faith, we must use our voices to advocate for justice and equality in all areas, including corporate America.”
— Tamika, Atlanta, GA
“I live in a food desert, and Dollar General is one of the few options we have. While I support the cause, I’m worried that any pressure might lead to reduced services or even store closures, which would hurt us the most. Is there a way to ensure that doesn’t happen?”
— LaShonda, Mississippi
“Dollar General is my go-to for many essentials, but I’ve noticed the lack of diversity in their products and staff. If they’re rolling back DEI, that’s a step in the wrong direction. I’ll be joining the protest to demand better.”
— Keisha, Birmingham, AL
“This protest is a perfect example of living out our faith through action. Just as we are called to care for the widow and the orphan, we must also stand up for justice in our communities. I’m proud to see our leaders taking this stand.”
— Yvette, Chicago, IL
“Let’s all participate in this electronic protest!!! It’s easy to do from home. Just send an email, make a call, or post on social media. The info is on TargetFast.org Every voice counts, and together we can make a difference.”
— Monique, Detroit, MI
“I am a corporate executive. DEI isn’t just a buzzword; it’s essential for creating equitable societies. Corporations have a responsibility to reflect the diversity of their customer base. Dollar General needs to step up and show they value all communities.”
— Angela, Memphis, TN
Dollar General has yet to respond publicly to the campaign. Its website continues to tout a “commitment to serving rural and underserved communities,” but critics argue that rhetoric doesn’t match reality. A report from Eater highlights how the company’s dominance in low-income neighborhoods often replaces, rather than complements, access to nutritious food options.
A Fight for the Soul of Retail
For faith leaders and organizers, this protest is about more than one company; it’s about corporate accountability in communities that corporations routinely exploit but rarely invest in. It’s a test of whether digital dissent can force systemic change in places where economic desperation has too often silenced resistance.
“This is a fight for the soul of American retail,” Bryant declared. “And we’re not backing down.”
RELATED:
