NAACP tells black consumers to stay away from companies without DEI commitments

NAACP calls on black consumers to guide them in nearly $2 trillion in purchasing power to retain their commitment to the diversity, equity, and inclusion (DEI) initiative.

In a memo for Black Consumer Consultation released on Saturday, NAACP said that black consumers have more than $1.8 trillion in purchasing power each year. The memorandum includes a “calling action” to enable these consumers to start shifting this power from specific companies that have begun to cut positions, programs, investments and recruitment practices related to DEI. The group says that this rollback “strengthens historical barriers under the guise of protecting ‘elves rule,’ which they say is “a concept often used to justify exclusion.”

The group is urging black consumers to avoid some of the companies listed on its websites, including Walmart, Meta and McDonald’s. Others reportedly cite the guide in a separate purchase guide only provided to the Associated Press, which lists Lowe, Amazon, Amazon, Tractor supplies and targets as others.

Delta Air Lines, Apple and Ben & Jerry’s are some of the companies listed by NAACP on its website, called “Suggested Dei.” Meanwhile, according to the Associated Press, ELF Cosmetics, JPMorgan Chase & Co., Ltd. and Costco are other companies recommended by NAACP because their support for consumers is wise as their commitment to DEI remain strong.

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The efforts to drive consumers away from these companies under pressure from the Trump administration and Republican officials are pressure to deprive DEI commitments in the public and private sectors. In addition to President Donald Trump’s executive order calling for an end to the “illegal DEI and DEIA policies” (he said it violates the civil rights law currently established), the newly appointed Attorney General Pam Bondi went to all justice earlier this month Department employees sent a memorandum indicating that the agency will investigate, eliminate and punish DEI preferences, authorizations, policies and programs in the private sector and educational institutions.

Recently, Federal Communications Commission Chairman Brendan Carr ordered an investigation into Comcast’s DEI practices, and Missouri also filed a lawsuit earlier this month, challenging Starbucks’ DEI policy.

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“NAACP recognizes that the rollback of the DEI program is a direct attack on black economic progress, civil rights, and the principles of fairness and equity,” said the Saturday Consumer Consultation Memorandum. “These actions are part of a broader effort to reverse civil rights and social justice. We urge Black consumers to remain vigilant, informed and intentional in their economic decisions, using their collective power to demand responsibility from companies and institutions.”

According to the Associated Press, the consumer guidance provided by NAACP will be reportedly revised as the company makes changes to its DEI commitments, and the group is currently in discussions with executives of companies that have reversed the DEI commitments.

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Fox News Digital contacted NAACP for comments and received a full company listing urging black consumers to guide Cleer, but received no response through publication time.

“We have the right to choose where we spend money. I believe this framework will support our community – making money,” said Derrick Johnson, CEO and President of NAACP, in a statement released on X.