Pastor Jamal Bryant of New Birth Missionary Baptist Church in Stonecrest, Georgia, has launched a digital protest campaign targeting Dollar General, one of the largest discount retailers in the U.S. Bryant argues that many Dollar General stores are concentrated in low-income, predominantly Black neighborhoods, yet the corporation is not reinvesting adequately in those areas. Bryant described it as “a protest fit for the digital age.”This campaign follows a similar movement Bryant led against Target last year, in response to its own DEI policy reductions. That effort lasted 40 days and, according to Bryant, contributed to noticeable market consequences including a drop in stock value according to USA Today. The campaign is already gaining traction within Bryant’s congregation and beyond, highlighting how spiritual leaders are using digital tools to mobilize for social accountability.