The NAACP is encouraging Black Americans to avoid buying at shops that have pulled back from diversity, equity, and inclusion (DEI) programs.
The Black Consumer Advisory, an initiative launched by the country’s oldest civil rights group, aims to inform Black Americans about “who’s pushing progress and who’s stuck in the past.”
- Advertisement -
In addition to spotlighting large organizations that have demolished their programs, the advice highlights companies that have recently recommitted to DEI, including Apple, Ben & Jerry’s, and Delta Air Lines.
The NAACP’s president and CEO, Derrick Johnson, posted on social media, “While companies backtrack on diversity, equity, and inclusion commitments, the @NAACP ’s Black Consumer Advisory is designed to leverage the $1.7 trillion spending power of the Black community to hold corporations accountable to #DEI and social justice.”
Adding, “We have the power to choose where we spend our money. I am confident that this framework will support our community as we make difficult decisions on where to spend our hard-earned money.”
The effort coincides with the Trump administration’s rollback of DEI programs by the federal government and companies.
In an executive order signed a few days after taking office, President Trump instructed federal agencies to stop “illegal preferences and discrimination” in government and to assist in identifying strategies to “encourage the private sector to end illegal discrimination and preferences, including DEI.”
Businesses including McDonald’s, Target, Walmart, Amazon, and Tractor Supply have all canceled or retracted their DEI pledges, many of which were made in the wake of societal turmoil in 2020, despite criticism from human rights organizations.
Under the pretense of preserving “meritocracy,” the NAACP contends in its recommendation that the rollbacks “reinforce historical barriers to progress.”
The advisory noted, “Many corporations continue to profit from Black dollars while simultaneously undermining commitments of diversity, equity, and inclusion.” It further mentioned, “These rollbacks not only harm Black communities, professionals, and entrepreneurs but also erode the progress made toward creating equitable economic and social systems.”
According to the advisory, Black Americans should support companies and organizations that uphold and even increase their DEI commitments and give priority to investments in Black communities. They should also support Black-owned businesses, call out companies that have strayed from DEI initiatives, and demand transparency in their business practices.
The NAACP’s director of opportunity, race, and justice, Keisha Bross, issued a statement saying, “We’re done with broken and empty promises.” Adding, “This is a call for corporations and individuals to buy into the values and principles that reflect our interests.”
