NAACP urges Black Americans to support companies that uphold DEI commitments

In the United States, on February 15, 2025, the NAACP released a Black Consumer Advisory aimed at highlighting companies that continue to support diversity, equity, and inclusion (DEI) initiatives amid political and legal pressures. This guide is particularly significant as it identifies brands that have reverted on previous DEI commitments and encourages Black Americans to use their purchasing power strategically to advocate for workplace diversity and support Black community initiatives. The guide is deemed necessary, especially as Black Americans are projected to hold substantial economic power, consuming nearly $2 trillion in goods and services by 2030, according to McKinsey Institute for Black Economic Mobility. NAACP President Derrick Johnson emphasized that diversity is beneficial for business, asserting that companies neglecting the multicultural nature of consumerism risk being left behind. The advisory caters to all consumers while particularly addressing Black Americans to make informed spending decisions aligning with their values. The organization is engaging with executives from companies that have rolled back DEI policies, aiming to reinstate support and commitment to these critical societal initiatives. This initiative by the NAACP comes in the wake of increased resistance to DEI programs spurred by political shifts, particularly from the Trump administration, which directed federal agencies to eliminate diversity initiatives on grounds of legality and discrimination. As a result, many corporations faced scrutiny over their DEI practices. The NAACP's objective is not to promote boycotts but to inspire a 'buy-in' approach where consumers can favor businesses that stand firm in their DEI principles. The guide highlights companies that have been commended for maintaining their DEI initiatives, such as Apple, Costco, Ben & Jerry’s, and Delta Airlines, while also identifying those like McDonald’s, Meta, Walmart, and Target that have scaled back or eliminated DEI roles. Amid growing political and shareholder pressures, DEI policies have faced backlash, leading to a landscape where some corporations must navigate legal fears and shareholder resolutions facing them regarding their diversity efforts. As the NAACP continues to advocate for economic equity, the advisory serves as a beacon for consumers to demand corporate accountability and demonstrate their financial power.