U.S. companies are all over the map regarding the stances on diversity, equity and inclusion (DEI).
Some companies, like Target, Walmart, Lowes, John Deere, Molson Coors, McDonald’s and others, are proudly discarding the past commitments to DEI and rolling with the tide of mediocre whiteness prancing around as if it’s something superior.
Others are doubling down on DEI support. Apple, Costco and Ben & Jerry’s are just a few that are standing firm on that side of the DEI equation.
Still, others are changing the names of their DEI efforts to avoid the wrath of the folk who believe in the myth of white supremacy so “strongly” that they have to rig the game so they only have to compete against other mediocre white people, and not those over-qualified brothers and sisters who like clockwork outperform them when given half a chance.
But apparently, even half a chance is too much for the supposedly superior.
Changing DEI names
Many companies that are changing the names of their DEI efforts are doing so to continue doing DEI things—i.e., inviting, encouraging, and profiting from diversity.
Countless studies show that a business’s practices are improved when diverse voices, perspectives, experiences, etc. are present. Profits increase. Ideas are superior. Employee retention goes up. Recruitment of new talent is easier… because the vast majority of the workforce trusts companies that are more diverse.
And those companies that bent over at the first call by the White House to white-wash the workforce know this. The Targets and Walmarts of the world live off the trillions of dollars Black consumers throw their way.
The okey-doke
They also know Blackfolk will protest with their dollars if they think your company is klan-adjacent. These corporations also think Blackfolk are dumb as bricks, and short-distance runners when it comes to our outrage over racial disrespect.
The “Oh, just give’em a couple of weeks and things will be back to normal” approach notwithstanding, some of these anti-DEI entities have chosen the “Blackfolk are just too stupid for their own good” strategy.
What does that strategy entail, you ask? Putting Black people’s favorite Black people in commercials and/or using even more Black music than usual in their ads (which is darn near impossible).
We saw this immediately because just prior to the Christmas shopping season, Walmart’s ads went full Blackcard.
Knowing that we “bumps” with Bussa-Buss, they had him in a series of commercials – Woo-Haa!
And because it’s no secret that one of Blackworld’s all-time favorite movies is Love Jones, “why-come” Walmart had “Nina Mosley (Nia Long) and Darius Lovehall (Larenz Tate) in a commercial… with Isley Brothers music playing, no less?
I’ll tell you “why-come.”
Because they chose not to “Bet on Black” like Wesley Snipes taught us in Passenger 57. Naw. Walmart, and by extension, other anti-DEI companies bet on Black buffoonery… i.e. using Black icons in their ads to play Black consumers like buffoons.
Initially, their Christmas sales numbers showed that their plan was working.
Don’t play us
But as the Christmas season rolled on, and as the months moved into 2025 with the stench of anti-DEI anti-Blackness still musty-ing up the place, companies that chose to dis Black people in the biggest of ways have seen their profits crap out.
And with the boycotts continuing, so too have these companies’ sales continued to take a nosedive.
Turns out, Blackfolk really, really didn’t appreciate Walmart’s Busta Rhymes and Love Jones reunion ads, and have extended that anger to include all anti-DEI establishments.
Additionally, ‘Merica slowly realized that DEI policies impact way more than just those people Trump refers to as “TheBlecks.”
DEI policies impact more than Black folks, think about those who need ramps and sidewalk curb cuts for access, subtitles and captions on their TVs and phones, family restrooms, changing tables in men’s restrooms, breastfeeding and pumping stations, floating paid holidays, pay equity and transparency, parental leave time and pay and so much more.
And all those folks spend money too.
However, regarding Black people, the first few rounds of commercials with extra sprinkles of Blackness haven’t worked. But be forewarned. They will continue to place as many rappers, reality TV stars, Black classic movie reunions and more in ads to come… again, betting on the fact that Blackfolk have short memories.
I say we prove them wrong and continue to direct our dollars to those businesses that respect us, starting with buying from Black-owned and local businesses whenever possible and finding ways to do so even when it doesn’t seem possible.
Keeping up this action will reveal who the real buffoons are.
Hint: They’re not like us.
