The NAACP has released a spending guide urging Black Americans to support companies that prioritize diversity, equity, and inclusion (DEI) initiatives. In response to conservative pressure, the nation’s oldest civil rights organization is highlighting which brands have remained committed to promoting social and economic advancement for Black communities.
According to the NAACP, DEI programs are crucial for the progress of Black Americans, who are expected to spend nearly $2 trillion on goods and services by 2030. Derrick Johnson, President of the NAACP, emphasized the importance of diversity in today’s global economy, stating that those who fail to embrace multicultural consumerism will be left behind.
Keisha Bross, an economic strategist at the NAACP, clarified that the organization is not advocating for boycotts but rather encouraging consumers to support companies that align with their values. The Black Consumer Advisory is open to individuals of all backgrounds who wish to make informed purchasing decisions.
The NAACP is engaging with executives from companies that have recently reversed their DEI policies, including Lowe’s, Target, Walmart, Amazon, Meta, McDonald’s, and Tractor Supply. As the situation evolves, the NAACP will update its guidance to reflect changes in companies’ commitments to DEI.
Companies Upholding Commitments
Among the companies commended in the advisory for maintaining their DEI commitments are Costco, Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics, and JPMorgan Chase & Co. These organizations have demonstrated their dedication to promoting diversity and inclusivity in the workplace and beyond.
The NAACP’s effort comes at a time when corporations and institutions are facing increased scrutiny over their DEI policies. The backlash against such initiatives has been fueled by the Trump administration and state governments led by Republicans, prompting some companies to reconsider their commitments.
Legal Challenges and Pushback
President Donald Trump’s executive orders targeting DEI policies have faced legal challenges. Organizations, including the mayor of Baltimore and a group representing university professors, have filed lawsuits against the administration, arguing that the directives violate civil rights laws.
In addition to the legal battles, the Federal Communications Commission has taken action against companies like Comcast over their DEI practices. Missouri has also filed a lawsuit against Starbucks, and shareholder resolutions challenging DEI practices have been brought against companies such as Apple, Berkshire Hathaway, Coca-Cola, IBM, Mastercard, and Pepsico.
The NAACP’s spending guide aims to empower Black communities to make informed choices about where they spend their money. By highlighting companies that prioritize diversity and inclusion, the organization hopes to encourage economic support for those who uphold these values.
As the landscape of DEI initiatives continues to evolve, the NAACP remains committed to advocating for social and economic justice for Black Americans. By shedding light on companies that support DEI, the organization seeks to create a more inclusive and equitable business environment for all.
