NAACP’s Bold Move: The Consumer Guide to Diversity and Inclusion
The NAACP is putting the heat on major retailers, asking Black consumers to think twice before spending their hard-earned cash with companies that have seemingly backtracked on their commitments to diversity, equity, and inclusion (DEI). The civil rights giant recently rolled out its Black Consumer Advisory, a snazzy guide that spotlights which brands are genuinely backing DEI initiatives and which ones are pulling a fast one. Among the good guys hailed for their continued support are Delta Air Lines, Apple, and Ben & Jerry’s. On the naughty list? You guessed it—heavyweights like McDonald’s, Target, Walmart, Amazon, and Tractor Supply. These stores have been called out for scaling back their diversity programs, despite a public outcry for social equity following the protests of 2020.
NAACP President Derrick Johnson is passionate about the cause, taking to social media to urge the Black community to wield their buying power like a boss. “I have no doubt this framework will guide us in making impactful decisions on where to spend our cash,” he stated. In light of the corporate rollback of DEI initiatives—a trend that kicked off during the Trump administration with his executive order against such programs—the timing couldn’t be more critical. Big corporations that once pledged support to address systemic inequality are now backpedaling, trading social progress for a return to “meritocracy.” In other words, they’re more interested in profits than in real change.
This shift isn’t just a corporate fail; it represents a direct hit to Black communities, professionals, and entrepreneurs. The NAACP argues that these rollbacks do nothing but cement historical barriers while offering empty apologies framed as merit-based arguments. “Many corporations keep cashing in on Black consumer dollars while conveniently ignoring their promises to foster diversity,” they lamented. The organization is calling for a collective movement to hold brands accountable. They want consumers to back businesses that not only claim to be for the people but also prioritize investment in Black communities and uphold their DEI commitments. After all, it’s time to say goodbye to empty promises and hello to real action!
Sources: Celebrity Storm Wire and The New York Times, CBS News, NPR
