The National Association for the Advancement of Colored People, the nation’s oldest civil rights organization, has hit back at opponents of diversity by urging Black Americans to refrain from shopping at retailers that have stepped back from or gotten rid of diversity, equity and inclusion (DEI) programs in the face of growing political pressure.
The NAACP has launched its Black Consumer Advisory to guide nearly $2 trillion in projected Black buying power by 2030 toward brands that genuinely support DEI.
“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,” said NAACP President Derrick Johnson on social media posts.
Many corporations continue to profit from Black dollars while simultaneously undermining commitments of diversity, equity, and inclusion, the NAACP said announcing the advisory, and “these rollbacks not only harm Black communities, professionals, and entrepreneurs but also erode the progress made toward creating equitable economic and social systems.”
The advisory highlights companies that have recommitted to DEI in recent weeks – such as Delta Airlines, Apple and Ben & Jerry’s – and also lists major corporations that have rolled back DEI programs like McDonald’s, Meta, and Walmart.
“While companies backtrack on diversity, equity, and inclusion commitments, the NAACP’s Black Consumer Advisory is designed to leverage the $1.7 trillion spending power of the Black community to hold corporations accountable to DEI and social justice,” Johnson said.
