The National Association for the Advancement of Colored People (NAACP) has published a list of companies that have stood by diversity, equity, and inclusion (DEI) initiatives despite conservative pressure. The organization is encouraging Black Americans to steer their buying power towards these brands.
According to the NAACP, DEI policies promote social and economic advancement for Black Americans, who are projected to spend nearly $2 trillion on goods and services by 2030. The organization’s president, Derrick Johnson, stated that “diversity is better for the bottom line” and that companies that reject multicultural values will be left behind.
The NAACP has listed companies that have reversed their DEI policies, including Lowe’s, Target, Walmart, Amazon, Meta, McDonald’s, and Tractor Supply. In contrast, the organization praises Costco, Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics, and JPMorgan Chase for standing by their previous commitments.
The effort comes as corporations face pressure to roll back DEI policies due to a backlash from the Trump administration and Republican-led state governments. President Donald Trump signed an executive order directing federal agencies to end “illegal preferences and discrimination” in government.
The NAACP’s list is not a call for boycotts, but rather encourages consumers to “buy-in” on companies that support their values. The organization will update its guidance as companies roll back or reaffirm commitments to DEI.
In contrast, the McKinsey Institute for Black Economic Mobility found that Black Americans are more likely to live in communities with limited access to major company goods and services. The NAACP aims to provide a framework for Black communities to make informed decisions on where to spend their hard-earned money.
Source: https://apnews.com/article/black-consumers-dei-buying-guide-naacp-34664d8af92e2dc1ba787a498348b7a4