WASHINGTON — The NAACP is urging Black Americans to direct their spending towards companies that maintain their commitments to diversity, equity, and inclusion (DEI) initiatives despite facing conservative opposition. As a key player in the civil rights movement, the organization has released a list highlighting brands that have either upheld or reversed their DEI commitments.
The NAACP emphasizes the importance of this spending guide, asserting that DEI initiatives play a vital role in the social and economic empowerment of Black Americans. According to projections from the McKinsey Institute for Black Economic Mobility, Black consumer spending is expected to reach nearly $2 trillion by 2030.
“Diversity is better for the bottom line,” stated NAACP President Derrick Johnson. “In today’s global economy, companies that dismiss the multicultural nature of consumerism risk being left behind.”
Economic strategist Keisha Bross clarified that the organization is not advocating for a boycott but is encouraging consumers to patronize businesses that align with their values. The Black Consumer Advisory is designed for individuals from all backgrounds.
The NAACP is engaging with executives from companies that have altered their DEI policies, including major retailers and tech firms, and plans to update its lists as businesses either retract or reaffirm their commitments to DEI.
The advisory commends companies like Costco and Apple for their steadfast support of DEI initiatives, alongside others such as Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics, and JPMorgan Chase & Co.
This initiative emerges amid rising pressures on corporations and institutions to retract DEI policies, a trend that has gained momentum since the previous administration. Executive orders have encouraged the cancellation of these initiatives under the guise of enforcing equal treatment.
DEI policies encompass a range of programs aimed at fostering equitable treatment and fostering inclusive workplaces. However, many organizations are retracting their commitments, including the elimination of diversity officer roles and the scaling back of efforts to enhance staff and supplier diversity.
In a related study, McKinsey found that Black Americans are disproportionately located in areas lacking access to essential goods and services offered by major corporations.
President Johnson aims to equip Black communities with the necessary tools to make informed decisions about their spending, emphasizing, “If corporations want our dollars, they better be ready to do the right thing.”
The legal landscape regarding DEI policies is evolving, with various lawsuits challenging actions taken against these initiatives. Recent cases include the Federal Communications Commission’s lawsuit against Comcast and a lawsuit filed by Missouri against Starbucks, alongside shareholder resolutions aimed at major corporations scrutinizing their DEI strategies.
