Is your favorite store next? What’s really behind the Dollar General "electronic" boycott
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If you’ve been noticing changes at your favorite stores lately, you’re not alone.
A growing number of major retailers are facing public pressure—not just from shoppers concerned about prices, but from entire communities demanding change.
The latest focus is Dollar General, which has become the target of a different kind of boycott—one that’s not about walking away from the store, but about speaking up to corporate leadership.
This push comes on the heels of similar controversies at Target and Walmart, both of which scaled back their diversity, equity, and inclusion (DEI) programs earlier this year.
Now, with more customers paying attention to how companies serve their communities, a new kind of protest is gaining ground—one that aims to hold businesses accountable without leaving essential shoppers in the lurch.
Let’s take a closer look at how this “electronic boycott” began, what it’s asking for, and what it could mean for the future of retail.
A new kind of protest emerges
The retail world has been shaken in 2025.
What started as traditional boycotts aimed at companies like Target and Walmart has evolved into something different.
Activists are using technology—emails, social media, and phone calls—to pressure corporations without disrupting everyday life for shoppers who depend on these stores.
At the center of the current movement is Pastor Jamal-Harrison Bryant, a faith leader from Georgia who helped lead the Target protest.
He’s now turned his attention to Dollar General, a chain that plays a vital role in many rural and low-income communities, especially in areas known as food deserts.
Also read: A massive Amazon boycott is taking place—Why is it happening?
Why Dollar General?
According to Bryant, Dollar General has rolled back its own DEI initiatives, though the company has not made any public announcements confirming this.
The concern is that these quiet changes reflect a growing trend among large retailers to distance themselves from programs meant to create more equitable workplaces and better serve marginalized communities.
But rather than urging people to stop shopping altogether—a move that could hurt families who rely on Dollar General for basics like food, toiletries, and school supplies—Bryant and others are encouraging what they call a “mass technological campaign.”
The goal? Flood corporate offices with messages urging the company to recommit to DEI and reinvest in the communities it serves.
Also read: You might be surprised which stores are on the boycott radar next—here’s why
Why DEI still matters
For supporters of diversity and inclusion, these programs are more than symbolic.
They aim to ensure fairness in hiring, support employees from different backgrounds, and help companies reflect the communities they operate in.
Critics argue that DEI can become too political or distract from a business’s mission—but many community leaders see cutting these efforts as a step backward.
Target’s response—and what’s at stake
After rolling back some of its own DEI efforts earlier this year, Target saw a wave of criticism and a noticeable dip in business.
In response, the company highlighted ongoing investments in Black-owned brands and educational partnerships, and introduced new customer perks like the Target Circle 360 membership.
Still, sales and stock performance suggest trust may take time to rebuild.
For Dollar General, which is now in the spotlight, the path forward may depend on how it chooses to engage with the communities that rely on it most.
Also read: What pushed consumers to boycott this major food company? The turning point revealed
What protesters are asking for
The calls to action from Pastor Bryant and his coalition are specific and focused. They’re asking Dollar General to:
Can boycotts really change things?
Boycotts have been part of American activism for decades.
They’ve helped spark reforms, raise awareness, and shift business practices.
But this new kind of campaign—focused on digital outreach rather than physical protests—is a recognition that not everyone can afford to walk away from budget-friendly stores like Dollar General.
Instead of punishing local employees or customers, this strategy aims to reach the decision-makers at the top.
Whether or not you’ve noticed changes at your local Dollar General or Target, these shifts in the retail world can affect us all.
These stores aren’t just places to shop—they’re often central to the daily lives of families and communities.
Read next: Is Home Depot secretly changing its policies like Walmart? The policy shift that’s sparking major shopper backlash
At The GrayVine, we’re here to help you stay informed and involved. Have you participated in a boycott before? Do you believe companies should be doing more to support diversity and inclusion? We’d love to hear your thoughts in the comments!
A growing number of major retailers are facing public pressure—not just from shoppers concerned about prices, but from entire communities demanding change.
The latest focus is Dollar General, which has become the target of a different kind of boycott—one that’s not about walking away from the store, but about speaking up to corporate leadership.
This push comes on the heels of similar controversies at Target and Walmart, both of which scaled back their diversity, equity, and inclusion (DEI) programs earlier this year.
Now, with more customers paying attention to how companies serve their communities, a new kind of protest is gaining ground—one that aims to hold businesses accountable without leaving essential shoppers in the lurch.
Let’s take a closer look at how this “electronic boycott” began, what it’s asking for, and what it could mean for the future of retail.
Dollar General is at the center of a growing movement calling for stronger corporate accountability. Image Source: YouTube / CNBC.
A new kind of protest emerges
The retail world has been shaken in 2025.
What started as traditional boycotts aimed at companies like Target and Walmart has evolved into something different.
Activists are using technology—emails, social media, and phone calls—to pressure corporations without disrupting everyday life for shoppers who depend on these stores.
At the center of the current movement is Pastor Jamal-Harrison Bryant, a faith leader from Georgia who helped lead the Target protest.
He’s now turned his attention to Dollar General, a chain that plays a vital role in many rural and low-income communities, especially in areas known as food deserts.
Also read: A massive Amazon boycott is taking place—Why is it happening?
Why Dollar General?
According to Bryant, Dollar General has rolled back its own DEI initiatives, though the company has not made any public announcements confirming this.
The concern is that these quiet changes reflect a growing trend among large retailers to distance themselves from programs meant to create more equitable workplaces and better serve marginalized communities.
But rather than urging people to stop shopping altogether—a move that could hurt families who rely on Dollar General for basics like food, toiletries, and school supplies—Bryant and others are encouraging what they call a “mass technological campaign.”
The goal? Flood corporate offices with messages urging the company to recommit to DEI and reinvest in the communities it serves.
Also read: You might be surprised which stores are on the boycott radar next—here’s why
Why DEI still matters
For supporters of diversity and inclusion, these programs are more than symbolic.
They aim to ensure fairness in hiring, support employees from different backgrounds, and help companies reflect the communities they operate in.
Critics argue that DEI can become too political or distract from a business’s mission—but many community leaders see cutting these efforts as a step backward.
Target’s response—and what’s at stake
After rolling back some of its own DEI efforts earlier this year, Target saw a wave of criticism and a noticeable dip in business.
In response, the company highlighted ongoing investments in Black-owned brands and educational partnerships, and introduced new customer perks like the Target Circle 360 membership.
Still, sales and stock performance suggest trust may take time to rebuild.
For Dollar General, which is now in the spotlight, the path forward may depend on how it chooses to engage with the communities that rely on it most.
Also read: What pushed consumers to boycott this major food company? The turning point revealed
What protesters are asking for
The calls to action from Pastor Bryant and his coalition are specific and focused. They’re asking Dollar General to:
- Restore and strengthen its diversity, equity, and inclusion programs
- Invest more in underserved communities, especially Black and low-income neighborhoods
- Be transparent about hiring, promotion, and community support efforts
Can boycotts really change things?
Boycotts have been part of American activism for decades.
They’ve helped spark reforms, raise awareness, and shift business practices.
But this new kind of campaign—focused on digital outreach rather than physical protests—is a recognition that not everyone can afford to walk away from budget-friendly stores like Dollar General.
Instead of punishing local employees or customers, this strategy aims to reach the decision-makers at the top.
Whether or not you’ve noticed changes at your local Dollar General or Target, these shifts in the retail world can affect us all.
These stores aren’t just places to shop—they’re often central to the daily lives of families and communities.
Read next: Is Home Depot secretly changing its policies like Walmart? The policy shift that’s sparking major shopper backlash
At The GrayVine, we’re here to help you stay informed and involved. Have you participated in a boycott before? Do you believe companies should be doing more to support diversity and inclusion? We’d love to hear your thoughts in the comments!
