The NAACP is urging Black Americans to direct their purchasing power towards companies that maintain their commitment to diversity, equity, and inclusion (DEI) programs. This initiative comes as some corporations retract these programs under conservative pressure. The nation's oldest civil rights organization has published a guide to highlight brands that either uphold or reverse their DEI commitments.
The NAACP emphasizes the importance of DEI initiatives for the social and economic advancement of Black Americans. According to the McKinsey Institute for Black Economic Mobility, Black Americans are projected to spend nearly $2 trillion on goods and services by 2030.
"Diversity is better for the bottom line," stated NAACP President Derrick Johnson. He noted that in a global economy, companies that reject the multicultural nature of consumerism and business risk being left behind.
Keisha Bross, an economic strategist at the NAACP, clarified that the organization is not advocating a "boycott" of companies. Instead, they encourage consumers to "buy-in" to companies that align with their values. The Black Consumer Advisory is a tool for all consumers to make informed purchasing decisions.
The advisory lists companies that have reversed their DEI policies, including Lowe’s, Target, Walmart, Amazon, Meta, McDonald’s, and Tractor Supply. The NAACP is engaging with executives from these companies and plans to update its guidance as changes occur.
In contrast, the advisory praises Costco, Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics, and JPMorgan Chase & Co. for maintaining their DEI commitments.
Corporations, governments, and other institutions face increasing pressure to roll back DEI policies. This backlash has been fueled by directives from the Trump administration and Republican-led states, which have targeted DEI initiatives.
President Donald Trump issued an executive order instructing federal agencies to end "illegal preferences and discrimination," a move that also urged the private sector to eliminate DEI practices. However, these orders have faced legal challenges, including a lawsuit claiming they violate civil rights law.
Litigation surrounding DEI in the private sector continues. The Federal Communications Commission has sued Comcast over its DEI policies, and the state of Missouri has filed a lawsuit against Starbucks. Other companies like Apple, Berkshire Hathaway, Coca-Cola, IBM, Mastercard, and Pepsico face shareholder resolutions challenging their DEI practices.
NAACP President Derrick Johnson aims to provide a framework for Black communities to make informed financial decisions. "If corporations want our dollars, they better be ready to do the right thing," he emphasized.
