NAACP Urges Black Consumers to Support Pro-DEI Companies with New Spending Guide

The NAACP is calling on Black Americans to direct their buying power toward companies that continue to support diversity, equity, and inclusion (DEI) initiatives despite mounting conservative opposition. To aid in this effort, the nation’s oldest civil rights organization has released a spending guide identifying brands that have either upheld or withdrawn their commitments to DEI.

The guide, published on Saturday, underscores the importance of DEI initiatives in fostering social and economic progress for Black Americans. According to the McKinsey Institute for Black Economic Mobility, Black consumers are projected to spend nearly $2 trillion on goods and services by 2030. “Diversity is better for the bottom line,” said NAACP President Derrick Johnson in an exclusive statement to The Associated Press. “In a global economy, those who reject the multicultural nature of consumerism and business will be left behind.”

Encouraging "Buy-In" Over Boycotts

Rather than advocating for boycotts, the NAACP is urging consumers to "buy-in" to companies that align with their values. Keisha Bross, an economic strategist at the NAACP, emphasized that the Black Consumer Advisory is a resource for people of all backgrounds to make informed spending decisions.

The NAACP is also engaging directly with executives at companies that have reversed their DEI policies, including Lowe’s, Target, Walmart, Amazon, Meta, McDonald’s, and Tractor Supply. The guide will be regularly updated as companies either reaffirm or roll back their DEI commitments. Meanwhile, the advisory applauds companies like Costco, Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics, and JPMorgan Chase for maintaining their DEI commitments.

The Growing Backlash Against DEI

The NAACP’s initiative comes amid growing political pressure to dismantle DEI programs. Early in his presidency, Donald Trump signed an executive order directing federal agencies to eliminate "illegal preferences and discrimination" in hiring and government contracts. The order also urged the private sector to reconsider DEI policies.

DEI programs, which aim to foster inclusive workplaces and fair hiring practices, often include anti-discrimination training, diversity officer roles, and supplier diversity standards. The NAACP’s spending guide highlights companies that have scaled back these initiatives—such as by eliminating DEI positions or cutting investments in Black communities, including Historically Black Colleges and Universities (HBCUs).

A McKinsey study also found that many Black Americans live in communities where major corporations provide limited access to essential goods and services, further emphasizing the need for economic empowerment through strategic spending.

Holding Corporations Accountable

NAACP President Derrick Johnson made it clear that companies seeking Black consumer support must remain committed to equity.

“If corporations want our dollars, they better be ready to do the right thing,” Johnson said.

Legal challenges to DEI policies are also escalating. The Federal Communications Commission recently filed a lawsuit against Comcast over its DEI practices, while the state of Missouri sued Starbucks earlier this year. Additionally, major corporations like Apple, Coca-Cola, IBM, Mastercard, and PepsiCo are facing shareholder resolutions scrutinizing their diversity efforts.

In a notable legal battle, a coalition—including the mayor of Baltimore and a university professor’s association—filed a lawsuit against the Trump administration, arguing that its DEI-related executive orders violate civil rights laws.

“In his crusade to erase diversity, equity, inclusion, and accessibility from our country, President Trump cannot usurp Congress’s power or silence those who disagree with him by threatening federal funding,” the plaintiffs wrote.

With ongoing litigation and corporate decisions shaping the landscape of DEI, the NAACP’s spending guide aims to empower consumers to use their economic influence to support companies that prioritize equity and inclusion.