NAACP's Corporate Report Cards Fails Target, Kohl's Dillard's, Sears and Excel

By Will Chen on 27 January 2007 (Updated 10 June 2007) 5 comments

african american consumer

The NAACP's Economic Reciprocity Initiative (ERI) is a survey of how large companies treat consumers of color. In the latest report, the majority of the companies scored Cs or below. Companies like Target, Kohl's, Dillard's, Sears, and Excel were given Fs for failing to take the survey.

NAACP President Brusce Gordon called on blacks to stop shopping at Target, in particular, until they answer the NAACP's questions.

"They didn't even care to respond to our survey," he said. "Stay out of their stores."

Gordon further expalined that:

African Americans pump roughly $650 billion into the American economy annually. We should spend wisely and have readily available information to be assured that those we do business with are reinvesting in our community, employing a diverse work force, utilizing minority vendors and supporting our causes. Those not practicing such measures should not benefit from the economic power we provide. There continues to be opportunities for major corporations to improve their performance. Source: NAACP.

In response, a Target spokeswoman said via e-mail that the company

opted out of the survey "because Target views diversity as being inclusive of all people from all different backgrounds, not just one group." The NAACP survey asks only about blacks.

She added that minorities make up 40 percent of Target employees and 23 percent of all officials and managers. Source: Washington Post.

General Merchandising

Company Score Grade
Wal-Mart Stores, Inc. 2.67 C+
Federated Dept. Stores 2.42 C
Nordstrom, Inc. 1.79 C-
J.C. Penney Company, Inc. 1.63 D+
Saks, Inc. 1.16 D
Sears Holding Corp. 0.00 F
Dillard’s, Inc. 0.00 F
Kohl’s Dept. Stores 0.00 F
Target 0.00 F

 

 

 

 

 

 

 

 

Financial Services

Company Score Grade
SunTrust Banks, Inc. 3.17 B
Wachovia Corp. 3.17 B
Bank of America 2.82 B-
Keycorp 2.78 B-
Bank of New York 2.45 C
Citigroup, Inc. 2.35 C
PNC Financial 2.34 C
J.P. Morgan Chase 2.05 C
National City 2.04 C
U.S. Bancorp 1.88 C-
Wells Fargo & Co. 1.83 C

 

 

 

 

 

 

 

 

 

Automotive

Company Score Grade
DaimlerChrysler 2.95 B-
Ford 2.85 B-
Toyota 2.57 C+
General Motors 2.41 C
Nissan 2.26 C
Honda 2.19 C
BMW 2.00 C
Hyundai 1.89 C-
Mitsubishi 1.70 D+
Volkswagen 1.60 D

 

 

 

 

 

 

 

Lodging

Company Score Grade
Adam’s Mark 2.95 B-
Marriott 2.93 B-
Hyatt 2.88 B-
Cendant 2.80 B-
Omni 2.67 C+
Choice 2.63 C+
Hilton 2.50 C+
Loews 2.48 C
Intercontinental 2.42 C
Starwood 2.37 C
Carlson 2.12 C
Best Western 1.73 D

 

 

 

 

 

 

 

 

 

 

Telecommunications

Company Score Grade
BellSouth 3.54 B+
Verizon 3.40 B
AT&T 3.16 B
Sprint Nextel 3.16 B
Alltel 2.67 C+
Cincinnati Bell 2.58 C+
Qwest 1.52 D+
Excel 0.00 F

 

 

 

 

 

 

 

 

Photo by Joshua Davis.

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Guest's picture
nobody

no one got an A.  that's a tough curve.

Guest's picture

I find it almost silly that the NAACP would grade a company because they decided to opt out of a survey. And their response sounded sincere and genuine to me (I am a mixed Black individual.)

Just because Target opted out, doesn't mean they don't care about the Black Community. Target has been in partnership with UNCF (United Negro College Fund) for quite some time. They are also part of Tiger Woods' Start Something Program.

I patronize Target because of their selection, prices AND most importantly their support of education and the arts (of African American's, Hispanics AND everyone else.)

Will Chen's picture

My local target is always sponsoring charities relating to local schools around my neighborhood and I've enver seen any minorities treated with disrespect over there.

I wanted to give both sides of the story so I quoted Target's position.  However, I wonder if the "minorities" quoted in the statistics include women as well. 

Andrea Karim's picture

I think there are technically more of us "innies" than you "outies". Just a thought.

Will Chen's picture

Because I just sprayed a mouthful of soda over it!   I'm going to steal your "innies" and "outies" description for my future blog posts.