US business leaders have been walking back their commitments to diversity, equity and inclusion (DEI) in the wake of Trump’s return to the White House. But a few businesses have doubled down on their DEI commitments – and the NAACP’s inclusive shopping guide, the Black Consumer Advisory, makes it easy to find them.
Check out the Black Consumer Advisory for brands to support at home and on vacation!
The NAACP released this inclusive brand list during Black History Month.
But they made it clear – this isn’t just a Black shoppers’ guide, this is for everyone who values diversity, equity and inclusion.
In a world where many of our dollars go to brands that have made their values publicly clear, cutting off DEI initiatives before meaningful progress has been made, we consumers get to choose with our dollars what values we want to support.
And while individual choices may seem tiny, our collective spending power adds up.
Black spending power is worth $1.7 trillion annually, according to the NAACP.
And LGBTQ+ Americans aren’t that far behind at 1.4 trillion per year, according to HRC.
Inclusive Shopping Guide: Which Brands Support DEI?
Who’s standing strong? Brands like Costco, Apple, and Ben & Jerry’s continue to back DEI. So do American Airlines, United, Southwest and Delta.
Delta called DEI and related ESG (environmental, social and governance) practices “critical” to business success in an earnings call with investors.
Costco is experiencing massive memberships growth from consumers looking for alternatives to Target and Walmart.
I say it all the time, but inclusivity pays (case study: Thailand marriage equality)!
No Costco near you? I’m in the same boat, and I was pleasantly surprised at how many of their items they ship with 2-day delivery.
Which Brands Stopped Supporting DEI in 2025?
Companies like Walmart, Amazon, Meta, Lowe’s, McDonald’s, Target, and Tractor Supply have reversed course, ending DEI initiatives that many introduced in 2020, in response to George Floyd’s murder.
Some brands that have dumped DEI that might surprise you:
- Disney: Replaced its “Diversity & Inclusion” performance factor with a “Talent Strategy” and ended its Reimagine Tomorrow initiative.
- Ford: No longer participates in Human Rights Campaign surveys and has rescoped its employee resource groups.
- Google: Ended its goal to boost ranks of underrepresented groups and is reviewing other diversity efforts.
- Molson Coors: Ended supplier diversity quotas and DEI-based training programs.
- McDonald’s: Stopped “aspirational representation goals” and participation in external surveys.
- Nissan: Scaled back U.S. commitments by no longer participating in LGBTQ+ surveys and events.
The NAACP says they are engaging with companies that backtracked on DEI, urging them to realign with inclusive principles.
I don’t know about you, but for me that’s not good enough.
If you’re upset about the rightward lurch of these companies, you have alternatives.
Rolling Stone put out a great list of Amazon alternatives that’s a good starting point if you don’t have a lot of retail options near you, like me.
DEI isn’t just a Black issue—it benefits everyone. Buying from supportive companies is one way you can demonstrate allyship with Black lives long after Black History Month is over.
What about queer owned businesses?
There’s an app for that – and it’s on my list of favorite LGBTQ apps to download before your next trip!
Everywhere Is Queer is a growing database of queer-owned businesses and online communities worldwide.
Whether you’re looking for a welcoming café, a queer-friendly bookstore, or a service provider who shares your values, this tool helps you spend intentionally and find community in the process.
The NAACP carefully avoids calling the inclusive shopping campaign a boycott.
Instead, they frame it as rewarding businesses that align with your values rather than punishing those that don’t.
But at the end of the day, the impact is the same—where we shop matters. And by spending in ways that support our communities and align with our values, we can take a stand.
Looking for more ways to support businesses that support you? Check out my guides to LGBTQ-friendly hotels, inclusive outdoor brands, and trans allies in the travel industry.
