On his second day back in the White House, President Trump signed an executive order that rolled back federal civil rights protections claiming discrimination against white men:
Illegal DEI and DEIA policies not only violate the text and spirit of our longstanding Federal civil-rights laws, they also undermine our national unity, as they deny, discredit, and undermine the traditional American values of hard work, excellence, and individual achievement in favor of an unlawful, corrosive, and pernicious identity-based spoils system. Hardworking Americans who deserve a shot at the American Dream should not be stigmatized, demeaned, or shut out of opportunities because of their race or sex.
The executive order encouraged “the private sector to end illegal DEI discrimination and preferences.”
Before the ink was dry on the executive order, corporations from Amazon to Zoom began to dismantle their Diversity, Equity, and Inclusion (DEI) initiatives.
DeShuna Spencer, creator of kweliTV, launched DEI Watch “to create a space that keeps consumers informed and holds corporations accountable for the promises they’ve made.” DEI Watch will use publicly available data to track companies that have ended or scaled back DEI efforts, as well as companies that continue to actively support and implement DEI initiatives.
In a statement, Spencer said:
DEI isn’t about lowering standards—it’s about leveling the playing field. Qualified Black professionals and other underrepresented groups have long been shut out—not because of a lack of talent, but due to systemic barriers that limit access to opportunities. DEI doesn’t push merit aside for equity; it ensures that talent and hard work—not bias or exclusion—are what truly open doors for all.
Harkening back to the “Don’t Buy Where You Can’t Work” movement during the Great Depression, the NAACP has launched the Black Consumer Advisory. NAACP President & CEO Derrick Johnson said:
We’ve said it before and we’ll say it again – diversity is better for the bottom line. 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. 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. I am confident that this framework will support our community as we make difficult decisions on where to spend our hard-earned money. If corporations want our dollars, they better be ready to do the right thing.
To sign the Black Consumer Pledge, go here.