The NAACP’s Call to Black Consumers: Leveraging $2 Trillion in Buying Power for DEI Commitments

Introduction: The Power of Black Consumer Spending

The NAACP has issued a powerful call to action to Black consumers, urging them to direct their collective buying power—estimated at nearly $2 trillion annually—toward companies that remain committed to diversity, equity, and inclusion (DEI) initiatives. In a "Black Consumer Advisory" memo released on Saturday, the NAACP emphasized the importance of using economic influence to hold corporations accountable for their DEI pledges. The memo comes at a critical time, as some companies have begun rolling back their DEI-related investments, programs, and hiring practices. By steering their spending away from these companies, Black consumers can send a strong message about the importance of equity and fairness in the marketplace. The NAACP has also provided a list of companies to avoid and those to support, available on its website and through a separate buying guide shared with The Associated Press. This initiative is part of a broader effort to ensure that corporate commitments to DEI are not merely performative but deeply ingrained in business practices.

Companies to Avoid: A Call to Steer Clear of Businesses Rolling Back DEI Initiatives

The NAACP has identified several major corporations that Black consumers should avoid due to their recent decisions to scale back DEI initiatives. Companies like Walmart, Meta (formerly Facebook), and McDonald’s are among those listed on the NAACP’s website as businesses that have cut back on DEI-related positions, programs, and investments. Similarly, a buying guide obtained by The Associated Press named additional companies, including Lowe’s, Amazon, Tractor Supply, and Target, as entities that Black consumers should reconsider supporting. These rollbacks, according to the NAACP, "reinforce historical barriers to progress under the guise of protecting ‘meritocracy,’" a concept often weaponized to justify exclusion and maintain systemic inequities. By choosing to spend their money elsewhere, Black consumers can signal their disapproval of these actions and demand greater accountability from corporations.

Companies to Support: Recognizing Businesses Committed to DEI

While the NAACP is urging Black consumers to avoid certain companies, it is also highlighting businesses that have remained steadfast in their DEI commitments. Delta Air Lines, Apple, and Ben & Jerry’s are among the companies listed on the NAACP’s website as having "recommitted to DEI." Additionally, e.l.f. Cosmetics, JPMorgan Chase & Co., and Costco have been recognized for their strong DEI practices, according to The Associated Press. These companies serve as examples of what it means to prioritize equity and inclusion, and they deserve the support of Black consumers who want to align their spending with their values. By investing in these businesses, Black consumers can help sustain and grow DEI initiatives that create opportunities for underrepresented communities.

The Broader Context: Political Pressure and the Rollback of DEI Initiatives

The NAACP’s call to action comes amid a broader push by political leaders to dismantle DEI initiatives in both the public and private sectors. The Trump administration and GOP officials have been at the forefront of this effort, framing DEI policies as illegal or discriminatory. President Donald Trump recently issued an executive order calling for an end to "Illegal DEI and DEIA policies," claiming they violate civil rights law. Similarly, Attorney General Pam Bondi has instructed the Justice Department to investigate and penalize DEI practices in the private sector and at educational institutions. These actions have been accompanied by specific targeting of companies like Comcast and Starbucks, with Federal Communications Commission (FCC) Chairman Brendan Carr ordering an investigation into Comcast’s DEI practices, and the state of Missouri filing a lawsuit challenging Starbucks’ DEI policies. The NAACP has made it clear that these efforts are part of a coordinated attempt to undermine civil rights and social justice gains.

The Economic and Civil Rights Implications of Black Consumer Power

The NAACP’s consumer advisory underscores the critical role that Black consumers play in advancing economic equity and civil rights. By leveraging their purchasing power, Black consumers can influence corporate behavior and hold companies accountable for their commitments to DEI. The NAACP has stated that the rollback of DEI initiatives is a direct attack on Black economic progress, civil rights, and the principles of equity and fairness. These rollbacks are part of a broader effort to reverse the gains made in civil rights and social justice over the past decades. Black consumers, therefore, must remain vigilant and intentional in their economic decisions, using their collective power to demand accountability from corporations and institutions. This approach not only promotes equity but also strengthens the economic resilience of Black communities.

Conclusion: A Framework for Accountability and Empowerment

The NAACP’s initiative is more than just a call to action; it is a framework for empowerment and accountability. By providing clear guidance on which companies to support and which to avoid, the NAACP is equipping Black consumers with the tools they need to make informed decisions that align with their values. The organization has also emphasized that this guidance will evolve as companies change their DEI commitments, ensuring that consumers have up-to-date information to make their choices. In a statement on X, NAACP CEO and President Derrick Johnson reiterated the importance of this initiative, saying, "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." As Black consumers continue to wield their economic influence, they have the potential to reshape the corporate landscape and ensure that DEI remains a priority for businesses across industries. The NAACP’s effort is a powerful reminder of the enduring strength of Black consumer power and its ability to drive meaningful change.