The National Association for the Advancement of Colored People (NAACP) has released a tactical spending guide that encourages Black Americans to support companies that have maintained or strengthened diversity, equity, and inclusion (DEI) initiatives despite conservative pressure. The guide aims to promote social and economic advancement among Black Americans, who are projected to spend nearly $2 trillion in goods and services by 2030.
The NAACP has listed companies like Costco, Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics, and JPMorgan Chase & Co as those that have stood by their DEI commitments. In contrast, companies such as McDonald’s, Lowe’s, Target, Walmart, Amazon, and Meta are criticized for rolling back or abandoning their DEI policies.
The guide does not call for a boycott but instead encourages consumers to “buy-in” on companies that share their values. NAACP President Derrick Johnson states that diversity is essential for business success, saying “Diversity is better for the bottom line.” The organization will continue to update its guidance as companies reaffirm or reverse their DEI commitments.
This move comes as corporations and governments face pressure to roll back DEI policies amid a backlash from conservative groups. The NAACP’s effort aims to promote inclusivity and support Black Americans in making informed purchasing decisions that align with their values.
Source: https://eu.detroitnews.com/story/business/2025/02/15/naacp-consumer-guide/78768069007