NAACP tells black consumers to stay away from companies without DEI commitments
The NAACP is urging Black consumers to leverage their substantial buying power, which exceeds $1.8 trillion annually, towards companies that uphold diversity, equity, and inclusion (DEI) initiatives. In a recent “Black Consumer Advisory” memo released by the organization, Black consumers are being called upon to redirect their spending away from companies that have scaled back on DEI-related commitments.
Specific companies that the NAACP recommends avoiding include Walmart, Meta, and McDonald’s. On the other hand, companies such as Delta Air Lines, Apple, and Ben & Jerry’s have been recognized by the NAACP for their continued dedication to DEI efforts. Additionally, e.l.f. Cosmetics, JPMorgan Chase & Co., and Costco are highlighted as companies that have remained steadfast in their DEI commitments.
This initiative comes at a time when there is increasing pressure from the Trump administration and GOP officials to roll back DEI initiatives in both the public and private sectors. President Donald Trump’s executive order calling for an end to “Illegal DEI and DEIA policies” has set the tone for this shift, with the Justice Department also signaling its intent to investigate and eliminate DEI preferences and mandates.
Furthermore, recent actions such as FCC Chairman Brendan Carr’s investigation into Comcast’s DEI practices and Missouri’s lawsuit challenging Starbucks’ DEI policies underscore the growing scrutiny surrounding DEI commitments.
The NAACP emphasizes the importance of maintaining vigilance and intentionality in economic decisions, urging Black consumers to demand accountability from corporations and institutions. The organization acknowledges that the erosion of DEI initiatives represents a direct threat to Black economic progress and civil rights.
As companies evolve their DEI commitments, the NAACP plans to update its consumer guidance accordingly. The organization is actively engaging with companies that have reversed their DEI pledges in an effort to encourage them to realign with their previous commitments.
In a statement, NAACP CEO and President Derrick Johnson emphasized the power that consumers hold in shaping corporate behavior through their purchasing decisions. By supporting companies that prioritize DEI, Black consumers can drive meaningful change and promote equity in the marketplace.
