Pastor Jamal Bryant is leading a nationwide call to action against Dollar General, challenging the discount retail giant to do more than simply operate in underserved areas—he’s demanding they invest in them.
Following a recent campaign targeting Target over similar concerns, Bryant is shifting focus to Dollar General, citing its scale and neglect. “Dollar General is three times the size of Target and Walmart combined,” he said, “yet they’ve never contributed to any Black-led organizations. That’s unacceptable.”
Bryant accuses the company of quietly retreating from diversity, equity, and inclusion (DEI) efforts under political pressure, and failing to reinvest in the predominantly Black and low-income communities that make up a significant portion of its customer base.
“Like other corporations, Dollar General has bowed to pressure from the Trump administration and rolled back their diversity, equity, and inclusion initiatives,” Bryant said. “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.
“This is about accountability,” Bryant continued. “Dollar General has profited off of our communities for years without giving anything back.”
Instead of a total store boycott, Bryant is urging supporters—especially in urban areas—to call, email, and post on social media demanding change. Bryant’s demands include the reinstatement of diversity, equity, and inclusion (DEI) initiatives; the establishment of a community reinvestment fund; greater inclusion of Black-owned suppliers and vendors; and a clear commitment to addressing systemic racial inequities within Dollar General’s corporate structure.
In rural areas, where Dollar General is often the only store for miles, he’s asking for discretion to avoid harming residents who lack alternatives.
“This is not about shutting them down,” Bryant said. “It’s about challenging Dollar General to be a real partner to the communities they depend on.”