NAACP Releases Spending Guide To Confront Dismantling Of DEI

By Rosaland Tyler
Associate Editor
New Journal and Guide

The NAACP released a spending guide on Feb. 15 that urges Blacks to steer their buying power away from nearly a dozen companies that have pulled back from diversity, equity and inclusion programs under conservative pressure.

The list includes Google, Meta, Target, Amazon, McDonalds, Walmart, Ford, Harley Davidson and others. The NAACP says the spending guide is needed because DEI initiatives promote the social and economic advancement of Black Americans, who are projected to consume nearly $2 trillion in goods and services in nominal dollars by 2030, according to the McKinsey Institute for Black Economic Mobility. Black purchasing power exceeds $1.8 trillion annually.

“Despite this influence, many corporations continue to profit from Black dollars while simultaneously undermining DEI commitments,” the NAACP noted in a statement on its website. “These rollbacks not only harm Black communities, professionals, and entrepreneurs but also erode the progress made toward creating equitable economic and social systems.”

In an exclusive announcement to The Associated Press, NAACP President Derrick Johnson said, “Diversity is better for the bottom line. In a global economy, those who reject the multicultural nature of consumerism and business will be left in the past they are living in.”

The Black Consumer Advisory (BCA), as it is called, is listed on the NAACP’s website.

The BCA praises Costco for standing by previous commitments, as well as Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics and JPMorgan Chase & Co.

“We encourage you to spend your money where you’re respected, support Black-owned businesses, and demand businesses prioritize people over profit,” the BCA stated. “Above all, we must continue to advocate for policies that insure people of color, women, veterans, those with a disability, and all protected groups have equal access to opportunities across the country.”

“The NAACP recognizes that the rollback of DEI initiatives is a direct attack on Black economic progress, civil rights, and the principles of equity and fairness. These actions are part of a broader effort to reverse gains made in civil rights and social justice,” the BCA noted.

The NAACP is speaking with executives at companies named in the advisory for reversing their DEI policies – including Lowe’s, Target, Walmart, Amazon, Meta, McDonald’s, and Tractor Supply – and will update its guidance as companies roll back or reaffirm commitments to DEI.

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Johnson, the NAACP president, said he wants to provide a framework for Black communities “as we make difficult decisions on where to spend our hard-earned money … If corporations want our dollars, they better be ready to do the right thing,” he said.

According to new reports, more litigation surrounding DEI in the private sector is pending. The Federal Communications Commission recently sued Comcast over its DEI policies. And the state of Missouri in February filed a lawsuit against Starbucks over its DEI policies. Companies including Apple, Berkshire Hathaway, Coca-Cola, IBM, Mastercard and Pepsico face shareholder resolutions challenging their DEI practices.