The NAACP is encouraging Black Americans to use their buying power to support companies that have stuck by their diversity, equity, and inclusion (DEI) programs, especially those that haven’t backed down under conservative pressure. To help with this, the civil rights group released a guide listing which companies have remained committed to DEI, and which ones have reversed course.
According to the NAACP, the guide is important because DEI programs are key to advancing the social and economic well-being of Black Americans. The McKinsey Institute for Black Economic Mobility projects that Black Americans will spend nearly $2 trillion on goods and services by 2030.
“DEI is good for business,” said NAACP President Derrick Johnson. “In today’s global economy, companies that ignore the multicultural nature of their consumers will get left behind.”
The NAACP is in talks with executives at companies named in the guide for stepping back on DEI, like Lowe’s, Target, Walmart, Amazon, Meta, McDonald’s, and Tractor Supply. They plan to update the list as companies either pull back further or reaffirm their DEI commitments.
The advisory gives a thumbs-up to companies like Costco, Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics, and JPMorgan Chase for sticking to their DEI principles.
This move comes as companies and government institutions face growing pressure to roll back DEI initiatives, partly due to opposition from the Trump administration and Republican-led state governments. Shortly after taking office, Trump issued an executive order to eliminate “illegal preferences and discrimination” in government agencies and encouraged the private sector to follow suit.
DEI policies aim to promote fair treatment, inclusive hiring, and cooperation among people from diverse backgrounds. While these programs vary, they often include anti-discrimination training and efforts to increase diversity in staffing and suppliers. Some organizations even have dedicated teams to push DEI initiatives.
The NAACP’s guide highlights companies that have reversed course on their DEI promises, such as cutting diversity officer roles, scaling back efforts to diversify their staff, or reducing support for Black communities. A McKinsey study also pointed out that Black Americans are more likely to live in areas without access to major companies’ goods and services.
Johnson says the goal is to provide Black communities with guidance on how to make informed decisions about where to spend their money.
Trump’s push against DEI has also faced legal challenges. In February, a group of plaintiffs, including the mayor of Baltimore and a professors’ association, sued the Trump administration over its orders, arguing they violated civil rights law.
The legal battles continue in the private sector too. The Federal Communications Commission is suing Comcast over its DEI practices, and Missouri filed a lawsuit against Starbucks. Major companies like Apple, Berkshire Hathaway, Coca-Cola, IBM, Mastercard, and PepsiCo are also facing shareholder resolutions questioning their DEI policies.
