NAACP Urges Black Consumers to Support Pro-DEI Companies

NAACP Urges Black Consumers to Support Pro-DEI Companies \ Newslooks \ Washington DC \ Mary Sidiqi \ Evening Edition \ The NAACP has launched a consumer spending guide encouraging Black Americans to support companies that remain committed to diversity, equity, and inclusion (DEI) amid political pushback. The advisory highlights businesses like Costco, Apple, and Delta Airlines for maintaining DEI programs while calling out others, including Walmart and McDonald’s, for scaling back. The initiative comes as the Trump administration and Republican-led states seek to roll back DEI efforts.

NAACP Urges Black Consumers to Support Pro-DEI Companies: Quick Looks

• NAACP Consumer Guide Released: The organization encourages spending at companies that maintain DEI commitments.
• Not a Boycott, But a “Buy-In”: The advisory aims to direct Black buying power toward aligned businesses.
• Companies Called Out: Lowe’s, Walmart, Amazon, and McDonald’s are among those scaling back DEI policies.
• Companies Praised: Costco, Apple, Ben & Jerry’s, Delta Airlines, and JPMorgan Chase maintain DEI efforts.
• Black Buying Power Growing: Black Americans are projected to spend nearly $2 trillion by 2030.
• DEI Rollbacks Under Trump: The administration orders federal agencies to eliminate DEI-related programs.

Deep Look

The NAACP has launched a consumer spending guide urging Black Americans and allies to support companies that remain committed to diversity, equity, and inclusion (DEI) policies amid increasing political and legal opposition. The advisory, released on Saturday, highlights corporations that have either upheld or abandoned their DEI commitments, providing a roadmap for conscious consumer spending.

The initiative comes as corporations, state governments, and the Trump administration face mounting pressure to eliminate DEI programs, which promote fair hiring practices, workplace diversity, and investment in historically marginalized communities.

A Shift in Corporate Commitment to Diversity

Since the resurgence of DEI initiatives following the 2020 racial justice movement, many major corporations pledged to enhance diversity programs. However, political backlash—largely from Republican-led states and conservative advocacy groups—has led several businesses to scale back or eliminate these efforts altogether.

The NAACP’s consumer guide categorizes businesses based on their continued support or retreat from DEI initiatives. Companies praised for maintaining their commitment include Costco, Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics, and JPMorgan Chase & Co.

Meanwhile, corporations such as Lowe’s, Target, Walmart, Amazon, Meta (Facebook), McDonald’s, and Tractor Supply have been listed for reducing or eliminating their DEI programs. These companies have either removed diversity officer positions, changed hiring policies meant to boost staff diversity, or cut funding to Black communities and Historically Black Colleges and Universities (HBCUs).

NAACP President Derrick Johnson emphasized that the guide is not a boycott but rather a “buy-in” strategy to steer Black consumer dollars toward companies that align with community values.

“Diversity is better for the bottom line,” Johnson told The Associated Press. “In a global economy, those who reject the multicultural nature of consumerism and business will be left in the past they are living in.”

Black Buying Power and Economic Influence

The economic influence of Black consumers is substantial. According to the McKinsey Institute for Black Economic Mobility, Black Americans are projected to spend nearly $2 trillion on goods and services by 2030.

Despite this significant economic contribution, research shows that Black communities remain underserved by major businesses—many of which have withdrawn financial support for minority-focused initiatives. The NAACP consumer guide aims to address these disparities by equipping consumers with information to make conscious spending choices that prioritize businesses still committed to diversity.

Keisha Bross, an economic strategist at the NAACP, said the advisory encourages consumers of all backgrounds to make values-based purchasing decisions.

“We’re not calling for a boycott,” Bross explained. “We are saying: support businesses that support us.”

Trump Administration’s Anti-DEI Orders and Nationwide Rollbacks

The NAACP’s efforts come as DEI programs face intense scrutiny from the Trump administration and Republican-led state governments.

Shortly after retaking office, President Donald Trump signed an executive order directing federal agencies to end what he calls “illegal preferences and discrimination” in government hiring and funding. The order also instructed the Justice Department to work with private companies to eliminate corporate DEI policies.

Trump’s opposition to DEI is part of a broader conservative movement to dismantle diversity policies in the workplace, schools, and federal programs. Critics argue that these efforts could erase decades of progress in workplace equity.

The rollback of DEI policies includes:

• Eliminating diversity-focused hiring programs at major corporations.
• Removing diversity officers and ending race-based hiring incentives.
• Scaling back supplier diversity initiatives, reducing opportunities for Black-owned businesses.
• Defunding programs that support Black communities, including HBCUs and entrepreneurship grants.

Legal Challenges and Corporate Backlash

The Trump administration’s anti-DEI executive orders have already triggered legal challenges from cities, universities, and civil rights organizations.

In February 2024, a group that includes the mayor of Baltimore and an association of university professors sued the Trump administration, claiming the executive orders violate civil rights laws by restricting diversity-focused hiring and workplace policies.

“In his crusade to erase diversity, equity, inclusion, and accessibility from our country, President Trump cannot usurp Congress’s exclusive power of the purse, nor can he silence those who disagree with him by threatening them with the loss of federal funds and other enforcement actions,” the plaintiffs wrote in their lawsuit.

At the corporate level, companies are also facing legal pressure over DEI policies.

• The Federal Communications Commission (FCC) recently sued Comcast over its diversity hiring practices.
• The state of Missouri filed a lawsuit against Starbucks over its DEI policies.
• Major corporations such as Apple, Coca-Cola, IBM, Mastercard, and Pepsico are facing shareholder resolutions demanding they reduce or eliminate DEI initiatives.

These lawsuits highlight the growing battle between corporate commitments to diversity and conservative efforts to dismantle DEI programs.

A Call to Action for Black Consumers

NAACP President Derrick Johnson said the consumer advisory is about holding corporations accountable for their pledges to support racial equity.

“If corporations want our dollars, they better be ready to do the right thing,” Johnson stated.

The organization is actively engaging with executives at companies that have reversed DEI initiatives and will update its guidance as businesses adjust their policies.

The NAACP hopes that Black consumers and allies will use the spending guide to make informed choices about where to shop, invest, and direct their economic power.

What’s Next for DEI and Corporate Accountability?

As the debate over diversity and inclusion continues, the NAACP’s initiative underscores the growing importance of economic activism. Black consumers and their allies now have a clearer roadmap for directing their spending power toward businesses that align with their values.

Whether companies will reaffirm their DEI commitments or succumb to political pressure remains to be seen. However, one thing is clear—the battle over corporate diversity policies is far from over.

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