NAACP Creates ‘Black Consumer Advisory’ To Let Black People Know Which Pro-DEI Companies To Support

February 20, 2025

Source: Robin L Marshall / Getty

The NAACP has once again created a 21st-century Green Book to warn Black people which parts of America to avoid because white supremacy has run amok there. However, this time, the association isn’t warning us which cities, towns, and neighborhoods to steer clear of due to MAGA policies ruling the land; it’s informing Black people on what businesses to boycott because they have followed President Donald Trump’s white nationalist marching orders by rolling back their DEI programs and policy, which they were under no obligation to do.

From the Associated Press:

Keisha Bross, an economic strategist at the NAACP, says they are not calling for a “boycott” of companies but instead encourage consumers to “buy-in” on companies that back their values. People of all backgrounds are encouraged to use the Black Consumer Advisory.

The NAACP is speaking with executives at companies named in the advisory for reversing their DEI policies — including Lowe’s, Target, Walmart, Amazon, Meta, McDonald’s, and Tractor Supply — and will update its guidance as companies roll back or reaffirm commitments to DEI.

The advisory praises Costco for standing by previous commitments, as well as Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics and JPMorgan Chase & Co.

The NAACP isn’t the only activist group to praise brands like Costco for resisting MAGA America’s racist rampage. Last month, Rev. Al Sharpton led a group of about 100 of his followers to one of the supermarket chain’s locations in New York to honor the company for sticking to its pro-DEI guns in the face of white conservative pressure to fall in line with Trump’s executive orders to end DEI in the federal government by eliminating their own DEI programs, which, again, companies have no obligation to do as they are not entities of the federal government. (Remember back when Republicans believed a government meddling in the practices of privately-owned businesses was the very definition of “big government” overreach? Those were the days.)

“Diversity is better for the bottom line,” NAACP President Derrick Johnson said in an exclusive announcement to AP. “In a global economy, those who reject the multicultural nature of consumerism and business will be left in the past they are living in.”

Exactly.

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