The NAACP has announced the launch of the Black Consumer Advisory to help Black consumers stay informed on which companies promote diversity. As more companies continue to scale back their DEI programs, Black consumers should spend their money where they are valued. However, they can only do this if they know which companies value diversity and inclusion.
This is why the NAACP is creating the Black Consumer Advisory, to remind Black consumers that their money is valuable.
“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,” NAACP President & CEO Derrick Johnson said. “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.”
What is the Black Consumer Advisory, and why was it created?
Black consumers have a purchasing power of over $1.7 trillion annually, so they should be mindful of who they give their money to. This is especially true considering the number of companies rolling back on their DEI efforts. Several companies that do not value Black consumers are profiting off Black dollars.
The Black Consumer Advisory will empower Black consumers to be intentional about where they spend their money by providing insight into who supports diversity and who doesn’t.
“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,” Keisha D. Bross, NAACP Director of Opportunity, Race and Justice says.
DEI Watch
The NAACP isn’t the first organization monitoring which companies are scaling back on their DEI efforts. Viriginia-based entrepreneur DeShuna Spencer launched a website to track corporate responsibility for DEI initiatives. DEI Watch aims to help consumers decide which brands to support (or not).
Spencer, created the site to promote transparency and empower buying decisions. Though she is not promoting boycotts, she says, “But if you want to, we wanted to create a platform that’s as accurate as possible,” Spencer told Axios.
Image: Robin L Marshall / Getty
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