Tis’ the season for Black Nostalgia &Hypocrisy

Wal-Mart’s latest holiday ad starring Nia Long and Larenz Tate taps into pure nostalgia. Recreating the chemistry from their iconic Love Jones roles, the ad features the couple swaying to an Isley Brothers record while their daughter snaps a picture—a warm, festive nod to Black love.

But the timing couldn’t be worse. Just days before, Wal-Mart announced major cuts to its diversity, equity, and inclusion (DEI) programs, including ending racial equity training, reducing supplier diversity efforts, and phasing out its $100 million Center for Racial Equity. Social media was quick to call out the hypocrisy: celebrating Black culture in a commercial while cutting the very programs that support Black communities.

Critics see this as a familiar pattern in corporate America: courting Black dollars with surface-level gestures while quietly rolling back initiatives that address systemic disparities. Wal-Mart’s DEI cuts, combined with the Love Jones ad, highlight a disconnect between the retailer’s public messaging and its internal priorities.

A campaign like this could’ve been a moment to authentically celebrate the Black community. Instead, it feels like performative allyship—offering feel-good nostalgia without the substance to back it up.

What do you think of Wal-Mart’s Love Jones ad in light of its recent decisions?

Our commentary is crafted #ByTheCULTR #4TheCULTR.