Coming in hot here, but honestly, capitalism would be nothing without racism. Diversity, inclusion and equity threaten the foundation of capitalism and that’s why DEI is under attack.
Every February, as Black History Month wraps up, the same tired and predictable pattern emerges—brands show up for 28 days (29 if we're lucky) and then vanish, only to reappear for Juneteenth and Kwanzaa. This cyclical behavior mirrors a larger trend across other minority communities, where heritage months are reduced to little more than marketing checkboxes instead of ongoing, year-round commitments. And now, with the aggressive rollback of DEI initiatives, the gaps in corporate engagement are more glaring than ever.
As a Black millennial woman and entrepreneur who’s worked with major brands on marketing, events, partnerships, and social impact, one thing is clear: our culture doesn’t just influence trends—we create them.
Whether in fashion, music, beauty, or tech, Black consumers are the driving force. We’ve built entire industries with our buying power and ingenuity (which is another conversation in itself), and when we speak, the world listens. Yet, as corporations slash DEI programs to sidestep political pressures or cut costs, they’re missing the bigger picture: They’re sabotaging their own bottom line.
When Black consumers hold brands accountable, we see the rise of what I like to call The Clapback Economy—a powerful (yet familiar) movement where culture, commerce, and social responsibility collide, directly impacting companies’ earnings and reputation.
So, let’s talk about what this means for Black consumerism and why brands can’t afford to be anti-DEI in today’s late-stage capitalist & increasingly diverse society…
Put Some Respect on Our Names
For decades, Black culture has been the foundation of what’s cool, hot, dope, fresh, etc. From hip-hop defining streetwear to the dominance of Black-owned beauty brands to the , our influence is undeniable. Just look at social media: Black creators dictate what’s in, drive viral moments, and shape purchasing decisions. Brands know this—entire marketing strategies are built around it. That’s not a coincidence.
(Side note: Can we also stop with brands using AAVE in marketing copy when they have zero cultural connection? Thanks.)
We’re not just tastemakers; we’re economic powerhouses. Black consumers contribute over $1.6 trillion annually to the economy. And we don’t spend passively. We buy with our values, supporting brands that align with our identity and ethics. That’s why DEI isn’t just about optics—it’s about survival in an evolving market. Brands that abandon DEI efforts are setting themselves up for long-term losses.
Anti-DEI = Billion-Dollar Branding & Revenue ‘L’
By 2045, the U.S. is predicted to be a “minority white” nation, and that reality has some folks pressed. But the smart brands? They see the ethical writings on the wall and are moving with the times, not against them.
So while, the market continues to embrace the influence of Black culture, major companies like Disney, Pepsi, General Motors, and Target have been scaling back their DEI initiatives, citing political pressures and cost-cutting measures, as reported by Business Insider and Forbes. But cutting DEI isn’t a neutral business move—it’s a self-inflicted wound.
Take Target, for example. After announcing a rollback of its DEI programs in January 2025 (and yes, some of us noticed they waited to announce after Walmart), the company experienced a significant decline in foot traffic—inspiring a larger retail boycott on February 28th and likely into the future. Data from Placer.ai revealed that visits to Target stores dropped 4% year-over-year in the week beginning January 27, followed by an 8.6% decrease the next week, and a 3.9% decline the week after. This was the first drop in foot traffic for Target in 2025, after four consecutive weeks of growth ranging from 5% to 11.8%.
In contrast, companies like Costco and Apple have chosen to uphold their DEI commitments. Despite facing shareholder pressure to eliminate diversity initiatives, their leadership understands that diversity isn’t just good PR—it’s good business.
It’s disappointing to see companies that like Target and Disney crash out like this, but unfortunately, history repeats itself. They deserve all the backlash and declining brand loyalty that result from their inconsistent commitment to inclusivity.
The Power of Boycotts: A Lesson in Black Consumer Influence
These companies would do well to reflect on past resistance movements to understand the enduring power of consumer action. History clearly shows that when consumers unite behind a cause, they can reshape entire industries. From the Montgomery Bus Boycott (1955-1956), the Hilton Boycott (1960s), the Coca-Cola Boycott (1960s-1970s), the 1964 Mississippi Freedom Democratic Party Boycott, or more recent movements like the H&M Boycott (2018), Papa John’s Boycott (2018), and Zara Boycott (2017)—the message is clear.
The corporate leaders and shareholders behind these rollbacks often lack the ethical clarity and long-term vision needed to engage multicultural audiences meaningfully. In many cases, they are the same ones trying to rewrite history by banning books and perpetuating false narratives. What they fail to recognize is the power of the Black community—not just to resurrect campaigns like "don’t buy where you can’t work," but to amplify them.
DEI isn’t solely about Black Americans; its reach extends to diverse groups who have either been allies or are increasingly supporting the cause as they see themselves targeted by the same systems. The Civil Rights Movement, though Black-led, laid the foundation for solidarity across many communities, and its impact continues to reverberate today.
Not surprisingly, a McKinsey & Company report found that businesses in the top quartile for racial and ethnic diversity outperform competitors by 35% in profitability.
So, the math is simple: prioritize diversity, and you win. Cut it, and you lose.
Why Cutting DEI Is a Losing Strategy
Brands that think eliminating DEI programs will protect their bottom line are in for a rude awakening. Black consumers—and let’s be real, we’re not alone in this—watch what companies do, not just what they say.
A Deloitte study found that 57% of consumers are more loyal to brands committed to addressing social inequities. And when brands backtrack on diversity efforts? It’s not just a "no buy" moment—it’s a "replace it with someone else" moment.
Target's recent experience serves as a cautionary tale. Following their DEI rollback, not only did foot traffic decline, but the company also faced a class-action lawsuit alleging that it misled investors about the financial risks associated with its DEI initiatives.
What did Kendrick say again? “The audience not dumb”—we see through performative activism. And those “savings” from cutting DEI? Those savings won’t matter much when brands lose their most loyal and influential customers. As we say in the Black community: play stupid games, win stupid prizes.
Small, Local & Diverse Businesses Are Ready to Step In & Thrive
I know we’ve been talking a lot about Fortune 100 brands, but let’s not sleep on local businesses. While big corporations are busy pulling back on DEI, small businesses—particularly those owned by Black entrepreneurs—are ready to step up. And they’ve got something that big companies don’t: authenticity. Local businesses can tap into what consumers really want because they live and breathe the same values. They’re not just checking boxes; they’re ingrained in the culture.
As larger corporations self-sabotage, small businesses will rise. Consumers will go beyond just boycotting—they’ll actively seek out alternatives that reflect their values. These agile, community-driven brands understand what’s needed and will capture a loyal following. Big corporations may soon find themselves losing market share to those who “get it.”
Black consumers and allies are making a statement with their wallets, choosing brands that actually see, value, and respect them—prioritizing community impact over convenience. I don’t think this is passing trend, it’s actually a full-blown reckoning.
Here's the Tea: How Brands Can Get DEI Right
For the companies out there still committed to DEI, here’s how you can continue to benefit from Black consumerism while also contributing to Black communities and advancing your business.
Community Engagement Is Key: Don’t just slap a #BlackLivesMatter hashtag on your social media. Build real partnerships with Black-led organizations and invest in the community in tangible ways. This isn’t just about a good PR move; it’s about long-term relationships that translate into loyalty. Don’t just show up when it’s convenient—be present year-round.
Economic Empowerment for Black Communities: Investing in Black entrepreneurs isn't just beneficial for them—it’s a smart move for your brand. Whether through mentorship programs, grants for Black startups, or sourcing Black vendors and contractors, these initiatives deliver significant returns. More importantly, they signal to your consumers that you’re truly committed to making a difference. You’re not just talking the talk—you’re actively contributing to lasting change.
Be Intentional with Your Brand: Representation matters, but it’s not enough to simply feature diverse faces in a commercial or on social media. If your product development, leadership, and marketing teams aren’t diverse, how can you truly understand the needs of your customers? Prioritize inclusivity at every level, and your loyal customer base will remain engaged and committed.
Stand on Business When It Comes to Social Issues: Black consumers care about the bigger picture—social justice, sustainability, equity. If your brand isn’t actively addressing these issues in your operations, consumers will notice. It's not enough to just say you care; you have to show it with actions.
In Conclusion: DEI Is the Future, Adapt or Get Left Behind
At the end of the day, DEI isn’t about tokenism—and let’s be real, meritocracy has never been the answer (unless you’re a white, heterosexual male). This current U.S. administration has made it painfully clear that "meritocracy" is often just a coded excuse for maintaining mediocrity.
DEI exists to counterbalance centuries of systemic inequity and discrimination. And even then, it barely scratches the surface of dismantling the deeply embedded structures of white supremacy in corporate America.
The brands that will thrive are the ones that recognize DEI isn’t just a checkbox—it’s a competitive advantage. It’s about creating equitable opportunities, staying connected to the communities that drive culture, and making long-term investments in the people who fuel their success. Companies that continue playing in our faces and/or abandon DEI efforts entirely won’t just lose a few customers; they’ll lose consumer trust, market share, and relevance in an evolving business landscape.
So, if your brand is still committed to DEI—keep going. Not because it’s trendy, but because it’s the right thing to do. And for those that aren’t? Well, let’s just say consumers are watching. Small, local, and diverse businesses are ready to step up and take your place because 2025 is truly shaping up to be the year of f*ck around, find out.
Whether corporations like it or not, the future of business belongs to brands that embrace inclusivity, authenticity, and community. Adapt—or get left behind.
P.S. I wish I could say this is a one-time rant, but with Women’s History Month and other heritage months around the corner, I’m sure more shenanigans are on the way—and so are my thoughts!
Stay tuned, subscribe and let me know what you think in the comments.
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