U.S. consumers rethinking where to spend their money amid DEI controversy

Key Concepts

• Confederate monuments and statues
• Diversity, Equity, and Inclusion (DEI) programs
• Anticipatory obedience
• Grassroots movements
• Economic blackouts and boycotts
• Montgomery Bus Boycott
• People power

Reaction to Confederate Monuments

K. Weise Whitehead expresses concern that the resurgence of Confederate monuments and statues indicates America is moving in the wrong direction. She argues that in a diverse nation focused on equity and inclusion, statues of those who lost a war should not be erected, especially decades after the event. The intention behind removing these statues was not destruction but relocation to museums, allowing for public discourse on who deserves to be honored. Whitehead believes Americans are actively resisting a return to a divisive past, advocating for inclusion, diversity, and equity.

The Scrapping of DEI Programs

Whitehead notes that despite the absence of federal mandates requiring private sector companies to abandon Diversity, Equity, and Inclusion (DEI) programs, many corporations, including Target, Walmart, McDonald's, and Amazon, have done so. She attributes this trend to "anticipatory obedience," a concept from Jason Stanley's book "How Fascism Works." This refers to companies preemptively complying with perceived future mandates rather than standing firm with their consumer base and employees. By bowing to unstated rules, companies send a message of disrespect to consumers and employees, implying they do not want their business or presence.

Erasing DEI and its Implications

Whitehead argues that dismantling DEI programs is not merely about policy removal; it's an attempt to erase people and history. She emphasizes that Black history and Hispanic history are integral parts of American history and cannot be selectively removed. The rollback of DEI signals a clear message of rejection towards certain communities, their history, and their economic contributions.

Lack of Democratic Pushback and Grassroots Organizing

Whitehead expresses surprise at the limited pushback from Democrats regarding the dismantling of DEI. She highlights that the current organizing efforts are primarily grassroots. Drawing on historical precedent, she asserts that significant societal change in America has historically originated from the ground up, with leaders eventually following suit. This is exemplified by current calls for economic blackouts and boycotts, driven by the sentiment of "we ain't having it anymore."

The Power of Boycotts and Economic Action

Whitehead discusses the effectiveness of boycotts in driving political and policy change, referencing the Montgomery Bus Boycott. She explains that such actions, while taking time (over a year in the case of Montgomery), can achieve more than just narrative shifts; they can lead to policy changes. She emphasizes that while marches and policies can't change hearts and minds, companies publicly aligning with certain policies can. The current movement is not confined to specific communities but represents a broader American effort to reclaim democratic control.

Long-Term Financial Boycotts as a Strategy

Whitehead advocates for long-term financial boycotts as a crucial strategy. She points to the sustained boycott of Target by the Black community throughout the year, which has demonstrably impacted sales. She believes that policies are a consequence of sustained practices and that a consistent financial hit is necessary to effect lasting change.

Conclusion

K. Weise Whitehead concludes that the current wave of companies dismantling DEI programs is a concerning step backward, driven by anticipatory obedience rather than genuine mandates. She stresses that this is an attempt to erase people and history, not just policies. The solution lies in sustained grassroots organizing and long-term economic action, such as boycotts, to force companies and political leaders to acknowledge and respect the diverse fabric of American society and its history. The power of the people, acting as a "fourth branch of government," is essential for driving meaningful change.