Black Americans have been advised by the NAACP to boycott companies that have abandoned diversity, equity, and inclusion (DEI) programs.
Amid ongoing controversy over DEI initiatives, the civil rights organization released its Black Consumer Advisory, a project designed to inform Black Americans about “who’s pushing progress and who’s stuck in the past.”
The advisory highlights companies that remain committed to DEI, such as Delta Air Lines, Apple, and Ben & Jerry’s, while also calling out those rolling back their efforts.
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“While companies backtrack on diversity, equity, and inclusion commitments, the @NAACP’s Black Consumer Advisory is designed to leverage the $1.7 trillion spending power of the Black community to hold corporations accountable to #DEI and social justice,” NAACP President and CEO Derrick Johnson wrote on social media.
“We have the power to choose where we spend our money. I am confident that this framework will support our community as we make difficult decisions on where to spend our hard-earned money.”
The advisory comes as corporations and the federal government scale back DEI policies following Donald Trump’s return to the White House.
After his inauguration, President Trump signed an executive order directing federal agencies to end “illegal preferences and discrimination” in government and find ways to “encourage the private sector to end illegal discrimination and preferences, including DEI.”
Despite backlash from civil rights organizations, major companies—including McDonald’s, Target, Walmart, Amazon, and Tractor Supply—have moved to scale back or eliminate their DEI programs.
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The NAACP argued in its advisory that these rollbacks “reinforce historical barriers to progress under the guise of protecting ‘meritocracy.’”
“Many corporations continue to profit from Black dollars while simultaneously undermining commitments to diversity, equity, and inclusion,” the advisory stated. “These rollbacks not only harm Black communities, professionals, and entrepreneurs but also erode the progress made toward creating equitable economic and social systems.”
The NAACP urged Black Americans to support businesses that maintain or expand DEI commitments, invest in Black communities, and prioritize Black-owned businesses. It also called for increased accountability, encouraging consumers to demand transparency from corporations that have abandoned DEI initiatives.
“We’re done with empty and broken promises,” said Keisha Bross, the NAACP’s director of opportunity, race, and justice. “This is a call for corporations and individuals to buy into the values and principles that reflect our interests.”
