NAACP Launches Spending Guide to Support Companies Committed to DEI
The NAACP has released a spending guide aimed at encouraging Black consumers to support companies that remain dedicated to diversity, equity, and inclusion (DEI) initiatives. As conservative pressure mounts against DEI policies, the civil rights organization is highlighting which corporations have upheld their commitments and which have rolled back efforts.
A Push for Economic Empowerment
The NAACP argues that DEI programs are crucial for the social and economic progress of Black Americans, who are projected to spend nearly $2 trillion on goods and services by 2030, according to the McKinsey Institute for Black Economic Mobility. NAACP President Derrick Johnson emphasized the financial benefits of diversity, stating that businesses rejecting multiculturalism risk becoming obsolete in today’s global economy.
Not a Boycott, But a ‘Buy-In’
Rather than calling for boycotts, NAACP economic strategist Keisha Bross describes the initiative as a “buy-in” strategy. The advisory encourages consumers of all backgrounds to direct their purchasing power toward businesses that align with their values.
The NAACP is actively engaging with corporations named in the advisory for backtracking on DEI policies. These companies include major brands like Lowe’s, Target, Walmart, Amazon, Meta, McDonald’s, and Tractor Supply. The guide will be updated as businesses either reaffirm or further scale back their commitments.
Companies Standing by DEI Commitments
While some companies are retreating from DEI initiatives, others continue to support diversity-focused programs. The advisory commends Costco, Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics, and JPMorgan Chase & Co. for maintaining their DEI commitments.
This initiative emerges as corporations and institutions face mounting opposition to DEI from conservative groups and lawmakers. The Trump administration, along with Republican-led state governments, has intensified efforts to dismantle diversity programs.
Political and Legal Backlash Against DEI
Upon returning to office, President Donald Trump signed an executive order directing federal agencies to eliminate “illegal preferences and discrimination” related to DEI. The order also instructed agencies to work with the Justice Department to discourage private sector DEI initiatives.
These policies, which aim to promote fair hiring practices and workplace inclusion, have become a focal point of legal challenges. In February, the mayor of Baltimore and a coalition of university professors sued the Trump administration, arguing that the executive order violates civil rights laws. Other lawsuits targeting DEI include legal actions against Comcast by the Federal Communications Commission and Missouri’s lawsuit against Starbucks. Shareholder resolutions challenging DEI practices have also been filed against companies like Apple, Coca-Cola, IBM, Mastercard, and Pepsico.
Holding Companies Accountable
The NAACP’s spending guide assesses companies based on their hiring policies, supplier diversity efforts, and investment in Black communities, including support for historically Black colleges and universities.
NAACP President Johnson underscores the importance of consumer power in holding corporations accountable. “If businesses want our dollars, they must be willing to do the right thing,” he stated.
As legal and political battles over DEI continue, the NAACP hopes to equip Black consumers with the knowledge they need to make informed purchasing decisions that align with their values.
