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The NAACP has hit back at opponents of diversity by urging Black Americans to choose companies that have stayed committed to DEI in the face of growing political pressure.
The National Association for the Advancement of Colored People, the nation’s oldest civil rights organization, launched its Black Consumer Advisory to guide nearly $2 trillion in projected Black buying power by 2030 toward brands that genuinely support DEI.
“Diversity is better for the bottom line,” said NAACP President Derrick Johnson. “In a global economy, those who reject the multicultural nature of consumerism and business will be left in the past they are living in.”
The advisory highlights companies maintaining their DEI commitments, such as Costco, Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics, and JPMorgan Chase.
Meanwhile, it points to others, including Lowe’s, Target, Walmart, Amazon, Meta, McDonald’s, and Tractor Supply, for reversing course on previous DEI promises.
Johnson says that the NAACP is actively engaging with executives at these companies to urge them to reaffirm their DEI commitments.
HR leaders and DEI
It adds to the challenge being faced by HR leaders and departments tasked with implementing such strategies.
As the political and legal tussles increase, employers need clear oversight of policy and direction on the issue and its likely effect on recruitment marketing, branding, internal communications, company values
How businesses respond may significantly impact brand reputation, talent acquisition efforts and existing employee morale.
Keisha Bross, an economic strategist at the NAACP, clarified that the initiative is not a boycott but a call to “buy-in” to companies aligning with DEI values.
The goal is to empower consumers of all backgrounds to make informed choices that reflect their values.
The launch of the advisory comes amid a growing backlash against DEI policies, fueled by conservative opposition led by former President Donald Trump and several Republican-led state governments. Shortly after taking office, Trump signed an executive order targeting DEI initiatives, framing them as discriminatory and calling for the end of “illegal preferences and discrimination” in federal agencies.
The NAACP's advisory body examines how companies have responded to this political climate, noting actions such as eliminating diversity officer positions, changing hiring practices designed to increase staff diversity, or reducing investment in Black communities, including support for historically Black colleges and universities.
Johnson emphasized the importance of DEI in driving economic progress, particularly for Black Americans who are more likely to live in underserved communities. “If corporations want our dollars, they better be ready to do the right thing,” he said.
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DEI legal challenges
The number of legal challenges to anti-DEI policies is mounting. Just recently, a coalition including the mayor of Baltimore and an academic association sued the Trump administration, arguing that the executive orders against DEI violate civil rights law.
Additionally, the Federal Communications Commission has taken legal action against Comcast for its DEI practices, and Missouri has sued Starbucks over its DEI policies. Shareholder resolutions challenging DEI practices are pending at companies such as Apple, Berkshire Hathaway, Coca-Cola, IBM, Mastercard, and PepsiCo.
Johnson said the NAACP’s advisory is meant to help Black communities navigate these complexities while making informed spending decisions.
“We want to provide a framework as we make difficult decisions on where to spend our hard-earned money,” he said.
The NAACP plans to update the advisory as companies adjust their DEI commitments, signalling an ongoing effort to influence corporate behavior through consumer spending power.
