The NAACP is encouraging Black consumers to leverage their significant purchasing power—estimated at over $1.8 trillion annually—to support businesses upholding commitments to diversity, equity, and inclusion (DEI). A recent "Black Consumer Advisory" memo issued by the organization emphasizes directing spending towards companies that maintain and strengthen DEI programs, while avoiding those that have scaled back such initiatives.
The NAACP argues that rolling back DEI efforts hinders progress and reinforces historical barriers, often under the guise of "meritocracy." Their website lists companies like Walmart, Meta, and McDonald's as examples of businesses to avoid, while a separate buying guide shared with The Associated Press reportedly includes Lowe's, Amazon, Tractor Supply, and Target.
Conversely, the NAACP highlights companies like Delta Air Lines, Apple, and Ben & Jerry's as having "recommitted to DEI," suggesting these are positive choices for consumers. Other businesses identified as maintaining strong DEI commitments, according to The Associated Press, include e.l.f. Cosmetics, JPMorgan Chase & Co., and Costco.
This consumer guidance comes amidst increasing pressure from the Trump administration and GOP officials to reduce DEI commitments in both public and private sectors. President Trump's executive order targeting "Illegal DEI and DEIA policies" and Attorney General Pam Bondi's memo to the Justice Department signaling investigations into DEI practices reflect this trend.
Recent actions like the FCC's investigation into Comcast's DEI practices and Missouri's lawsuit against Starbucks further illustrate the growing scrutiny of DEI initiatives.
The NAACP frames the reduction of DEI efforts as a direct attack on Black economic advancement and civil rights. They encourage Black consumers to be mindful of their spending choices and to hold corporations accountable. The NAACP's consumer advisory is expected to be updated as companies adjust their DEI commitments, and the organization has indicated ongoing discussions with executives at companies that have reversed DEI pledges.
While Fox News Digital reached out to the NAACP for further comment and a complete list of companies they advise consumers to avoid, no response was received by the time of publication. NAACP CEO and President Derrick Johnson emphasized the power of consumer choice, expressing confidence that their framework will empower the community in making informed spending decisions.
