The NAACP has launched a critical consumer advisory urging Black Americans to redirect their $2 trillion economic influence toward corporations upholding diversity, equity, and inclusion (DEI) initiatives. Released Saturday, the guide identifies major brands like Target, Walmart, Lowe’s, and Meta for scaling back DEI programs—while praising Apple, Costco, and Delta Airlines for maintaining commitments.
In a global economy, those who reject multicultural consumerism will be left behind,
NAACP President Derrick Johnson told AP. The move responds to rising Republican-led opposition, including Trump-era executive orders aiming to dismantle DEI efforts in federal contracts and private sectors. Corporate reversals include:
- Eliminating diversity officer roles
- Reducing investments in Black communities
- Scaling supplier diversity standards
McKinsey data reveals Black consumers drive nearly $2 trillion in annual spending. Yet over 70% face limited access to corporate goods in underserved neighborhoods. This isn’t a boycott—it’s a strategic buy-in, emphasized NAACP strategist Keisha Bross. The advisory aligns with growing litigation: Missouri recently sued Starbucks over DEI policies, while the FCC challenged Comcast’s diversity practices.
Legal battles intensify as Baltimore leaders and professors contest Trump’s 2020 order to defund DEI programs. Corporate accountability now shapes spending decisions for millions, with Johnson declaring: If companies want our dollars, they must do the right thing.