NAACP tells black consumers to stay away from businesses without DEI commitment

NAACP is calling Black consumers To direct approximately $2 trillion in purchasing power towards businesses that maintain their commitment to diversity, equity and inclusion (DEI) initiatives.

in “Black Consumer Advisory” Note Released Saturday, NAACP said black consumers have more than $1.8 trillion in purchasing power per year. The memo included “call to action” to help these consumers begin to guide their power from certain companies that have begun to cut DEI-related positions, programs, investments and employment practices. According to the group, such rollbacks “reinforce historical barriers to progress under the guise of protecting ‘meritocracy’,” they said.

Some of the companies the group is urging black consumers to avoid are listed on their websites, including Walmart, Meta and McDonald’s. Others reportedly referred to in another buying guide dedicated to Associated Press, We named Target as Lowe’s, Amazon, tractor supply, and others to avoid.

Delta Air Lines, Apple, and Ben & Jerry’s are some of the companies listed on their website as “recommended to Dei.” Meanwhile, according to the Associated Press, Elf Cosmetics and JPMorgan Chase & Co. , and Costco is another company.

Walmart faces backlash against a reversal of DEI policy to encourage shareholders and DEM officials to rethink

Efforts to alienate consumers from these businesses come amid pressure from the Trump administration and GOP officials Peeling Dei’s commitment In both the public and private sectors. In addition to executive orders from President Donald Trump, they are calling for an end to “illegal Day and Deia policies.” Attorney General Pam Bondy Earlier this month, we sent a note to all Department of Justice employees, indicating that agencies will investigate, eliminate and punish DEI preferences, delegations, policies and programs that occur in the private sector and educational institutions.

Missouri filed a lawsuit earlier this month to challenge Starbucks’ Day policy. (Fox News Digital)

Recently, Federal Communications Commission Chairman Brendan Kerr Ordered an investigation Missouri filed a lawsuit earlier this month to challenge Starbucks’ DEI policy as well.

The Obama Library, which started with the lofty DEI goal, is currently plagued by a racially charged $40 million lawsuit, and has swelled costs.

“NAACP recognizes that the rollback of the DEI initiative is a direct attack on Black Economic advancement, Civil rights and principles of fairness and equity,” said the consumer advisory memo on Saturday. “These actions are part of a broader effort to overturn the interests made in civil rights and social justice. We are seeking accountability from black consumers from businesses and institutions. They use their collective power to encourage them to remain vigilant, informed and intentionally maintained in their financial decisions.”

The Associated Press reportedly says consumer guidance provided by NAACP will be revised as businesses change their DEI commitments, and the group is currently in discussion with executives from the company who have overturned their DEI commitments.

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Fox News Digital asked NAACP for comment, urging black consumers to pilot Cleer but reached out to receive a full list of companies that did not receive a response per publication time.

“We have the power to choose where we spend our money,” NAACP CEO and president Derrick Johnson said in a statement posted to X. – Money earned. ”