The NAACP, the nation’s oldest and leading civil rights organization, has announced the creation of the Black Consumer Advisory, an initiative designed to empower Black consumers and promote informed spending decisions. With Black purchasing power projected to reach nearly $2 trillion by 2030, this effort highlights the importance of leveraging economic influence to drive progress and hold corporations accountable for diversity, equity, and inclusion (DEI) commitments.
NAACP President & CEO Derrick Johnson emphasized the transformative potential of this initiative, stating, “We’ve said it before and we’ll say it again—diversity is better for the bottom line. The NAACP stands firm in our belief that, in a global economy, those who reject the multicultural nature of consumerism and business will be left in the past they are living in. That’s why we’re proud to launch the Black Consumer Advisory, reminding our community that in addition to voting on our principles, 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. If corporations want our dollars, they better be ready to do the right thing.”
Black consumers wield immense economic influence, yet many corporations undermine this community through rollbacks of DEI programs. These actions, prompted by backlash from conservative political forces, harm Black professionals, entrepreneurs, and communities, while eroding progress toward equitable social and economic systems. Keisha D. Bross, NAACP Director of Opportunity, Race, and Justice, highlighted the organization’s commitment to accountability, stating, “The NAACP is a leader in the continued work to make an inclusive economy a reality. We’re done with empty, and broken promises. This is not a call to boycott, it’s a call for corporations and individuals to buy into the values and principles that reflect our interests.”
The Black Consumer Advisory seeks to provide clarity by identifying companies advancing DEI and those retreating from past commitments. The NAACP’s spending guide showcases brands like Costco, Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics, and JPMorgan Chase & Co. as standouts for maintaining their DEI programs. Conversely, the advisory names companies such as Lowe’s, Target, Walmart, Amazon, Meta, McDonald’s, and Tractor Supply as stepping away from their DEI policies through actions like eliminating diversity roles, scaling back supplier diversity, or withdrawing support from historically Black colleges and universities.
The effort by the NAACP underscores the broader trend of corporate backtracking under pressure from conservative entities, including the Trump administration and Republican-led state governments. Corporations that undermine DEI initiatives risk alienating Black consumers, who will increasingly direct their spending toward brands reflecting progressive values and meaningful commitments to equity.
By providing transparent insights into corporate behavior, the NAACP hopes its Black Consumer Advisory will empower Black Americans to channel their dollars into building an inclusive economy.