NNPA launches campaign to hold companies accountable for DEI rollback

In a bold move to address a troubling trend in corporate America, the National Newspaper Publishers Association (NNPA) has launched a national public education campaign in response to the rollback of Diversity, Equity, and Inclusion (DEI) programs by several major corporations. This initiative, aimed at holding these companies accountable, calls on Black consumers to reconsider where they spend their money, sending a strong message to corporate America that the Black community will not tolerate such regressive actions.

A Bold Stand for Racial Justice and Equity

The NNPA, which represents the Black Press of America, is no stranger to advocacy. With a rich history of informing and empowering the Black community, the organization has long been at the forefront of racial justice efforts. NNPA Chairman Bobby R. Henry Sr. expressed his firm stance on the matter, declaring, “We are the trusted voice of Black America, and we will not be silent or nonresponsive to the rapid rise of renewed Jim Crow racist policies in corporate America.” The NNPA’s new campaign is designed to shed light on the companies that have backpedaled on their DEI commitments, an action that is detrimental to racial justice, equity, and inclusion.

This national campaign will not only expose these corporate practices but will also be backed by research data that highlights the companies’ roles in perpetuating racial injustice, inequitable policies, and divisive leadership. The goal is to ensure that DEI initiatives are not just buzzwords for corporations but are practiced in tangible, meaningful ways.

The Power of Black Consumer Spending

The financial influence of Black consumers cannot be overstated. NNPA President and CEO Dr. Benjamin F. Chavis Jr. reminded the public, “Black Americans spend $2 trillion dollars annually as consumers of products and services throughout the United States.” Given this massive economic power, the NNPA is calling for Black Americans to reflect on their purchasing decisions. Why should we continue to support companies that disregard or devalue the contributions of Black communities?

Dr. Chavis’s statement underscores the contradictions between Black Americans’ economic impact and the lack of respect from corporations that have scaled back or completely abandoned their DEI initiatives. For centuries, Black Americans have fought for equality and inclusion, and now, the NNPA is demanding that corporate America respects the community’s power, both economically and socially.

Selective Buying: A Call for Change

A key component of the NNPA’s public education campaign is the idea of selective buying—a strategic approach to consumerism that encourages Black Americans to evaluate where they spend their money and to prioritize companies that align with values of justice, fairness, and inclusion. This call for selective buying is an invitation to join the fight for racial equity and make corporate America take notice.

The campaign specifically targets companies that have publicly abandoned DEI efforts, including major corporations like Amazon, Target, Lowe’s, John Deere, Walmart, Meta, Tractor Supply, McDonald’s, and Ford. The message is clear: Black consumers will no longer remain passive in the face of corporate retreat from diversity.

What’s Next: The Fight for Accountability and Change

As the campaign gains momentum, NNPA member publications will continue to release data on companies that have failed to meet their DEI commitments. This research will help Black consumers make informed choices about where they choose to spend their money. At the same time, the NNPA will remain steadfast in its efforts to hold these corporations accountable for their actions.

The national public education campaign is more than just a call for awareness—it’s a call to action. With a collective economic force of 50 million Black Americans, the NNPA is pushing for meaningful change, ensuring that companies understand the value of supporting diversity, equity, and inclusion, not just through words, but through meaningful, actionable steps.

A Message to Corporate America: Stop Retreating from DEI

The retreat from DEI programs by several prominent companies follows a larger political trend, most notably the U.S. Supreme Court ruling in June 2023 against affirmative action in college admissions and the executive orders issued by former President Donald Trump that sought to dismantle diversity initiatives. The attack on DEI is not only bad for America’s social fabric but also harmful to businesses that depend on diversity for innovation, broader talent pools, and improved performance.

In response to this growing threat, the NNPA encourages Black Americans to evaluate their support for companies that have scaled back or eliminated DEI programs. This movement is about more than just boycotting—it’s about demanding accountability and ensuring that corporations that have benefited from Black consumer spending understand that DEI is not negotiable.

It’s time for Black Americans to leverage their collective power to send a message to corporate America: if you don’t stand for diversity and inclusion, we won’t stand for you.