The Black Consumer Advisory
Leveraging Our Dollars For Change
In the wake of nationwide protests against systemic racism in 2020, many corporations and institutions publicly committed to being more diverse, equitable, and inclusive. Five years later and some are starting to backtrack without ever meeting promises made. As businesses reverse their commitments, it is time to hold them accountable.
The NAACP issued the Black Consumer Advisory to inform and caution Black consumers about the ongoing and intentional rollback of nationwide diversity, equity, and inclusion commitments. We encourage you to spend your money where you're respected, support Black-owned businesses, and demand businesses prioritize people over profit. Above all, we must continue to advocate for policies that insure people of color, women, veterans, those with a disability, and all protected groups have equal access to opportunities across the country.
Sign the Black Consumer Pledge
Diversity, equity, and inclusion, is not just a trend - it's a way of life.
By signing the pledge, you commit to joining NAACP in the fight for an economy that benefits everyone. You can do this by:
- Spending Intentionally: Support businesses and organizations that maintain and expand their commitments to diversity, equity, and inclusion and prioritize investment in Black communities.
- Demanding Accountability: Call out corporations that have abandoned diversity, equity, and inclusion initiatives and demand transparency in their practices.
- Supporting Black-Owned Businesses: Prioritize Black-owned businesses and service providers in spending decisions.
- Advocating for Change: Push for policies strengthening supplier diversity, workplace equity, and economic inclusion for Black professionals and entrepreneurs.
- Staying Informed: Educate yourself and others about corporate rollbacks and their impact on Black communities.
The Power of Black Dollars
Many corporations continue to profit from Black dollars while simultaneously undermining commitments of diversity, equity, and inclusion. These rollbacks not only harm Black communities, professionals, and entrepreneurs but also erode the progress made toward creating equitable economic and social systems.
Who has Recommitted to DEI?
Apple
Apple's board urged shareholders to reject an Anti-DEI proposal, which was raised by the National Center for Public Policy Research think tank, a group that pushes conservative shareholder policies on DEI and climate change at various companies. Apple shareholders will vote on the proposal at its annual meeting on Feb. 25.
Ben & Jerry's
Ben & Jerry's released a statement in January 2025 affirming their dedication to the fight for rights and also announced partnerships with the ACLU, the National Center for Transgender Equality (NCTE), and Black Votes Matter.
Costco
In January it's estimated that nearly 98% of Costco shareholders voted against the anti-DEI proposal raised by National Center for Public Policy Research, a conservative think tank.
Delta Airlines
During Delta's most recent earnings call, the company characterized DEI as "critical" to their business.
Since 2020 Delta has released and "Equal Employment Opportunity Report to offer transparency to their hiring and workforce diversity.
E.L.F. Beauty
E.L.F. Beauty is intentional about having a diverse Board of Directors and workforce. The Board is 78% women and 44% diverse. Their employee base, which is 74% women, over 40% diverse, and over 72% millennial and Gen Z, is representative of the diverse communities served.
Who has rolled back DEI efforts?
Amazon
Amazon is "winding down outdated programs and materials" related to its efforts around DEI. However, in a December memo they do not specify which programs the company is dropping as a result of its review. Amazon removed any references to DEI from its 2024 annual report. Prior reports mentioned "inclusion and diversity."
Google is ending its diversity hiring targets. Initially, the company set a hiring goal to raise its proportion of leadership by underrepresented groups, targeting a 30% increase by 2025.
McDonald's
Launched in 2021, McDonald's DEI goals included targets to reach 45% women globally and 35% underrepresented groups in U.S. in leadership roles by the end of 2025. In the letter to McDonald's stakeholders the company said the end of the DEI goals was done after the completion of a comprehensive Civil Rights Audit (CRA), and an assessment of "the shifting legal landscape" to analyze the impact of the Supreme Court ruling on corporations.
Meta
In a memo to employees in January, the Meta announced the end to their DEI practices due "a shifting legal and policy landscape." In 2019, Facebook set a goal to hire more people from diverse backgrounds, increase diverse representation among senior leaders to 30% by 2025, and to spend $1 billion with diverse suppliers.
Target
Target is concluding the diversity, equity and inclusion goals it previously set in three-year cycles. These goals included hiring and promoting more women and members of racial minority groups, and recruiting more diverse suppliers, including businesses owned by people of color, women, LGBTQ+ people, veterans and people with disabilities.
Tractor Supply
Tractor Supply is eliminating DEI roles and will retire their current DEI goals while still ensuring a respectful environment. The company is no longer sponsoring non-business activities like pride festivals and voting campaigns.
Walmart
In November 2024, Walmart said it wouldn't renew a racial equity center that was established through a five-year, $100 million philanthropic commitment from the company with a mandate to, "address the root causes of gaps in outcomes experienced by Black and African American people in education, health, finance and criminal justice systems."
We're done with empty, and broken promises. This is a call for corporations and individuals to buy in to the values and principles that reflect our interests.
- Keisha Bross, Director, Opportunity, Race and JusticeThe Cost of Abandoning DEI
Walking away from diversity, equity, and inclusion programs threatens economic opportunities, workplace diversity, and community investments, directly impacting Black communities nationwide by:
- Eliminating roles in diversity, equity, and inclusion
- Reducing supplier diversity
- Declining community investments
- Shifting away from equitable hiring practices
These rollbacks reinforce historical barriers to progress under the guise of protecting "meritocracy," a concept often used to justify exclusion.