The Rainbow Push Coalition came from Operation Breadbasket –a department in the Southern Christian Leadership Conference (SCLC). The SCLC was a notable African-American civil rights organization. This coalition upheld some of Operation Breadbasket’s principles like enhancing the economic conditions of black communities in the U.S. The group also pushed for the progressive social and educational well-being of blacks.

Overview

The Rainbow PUSH Coalition was formed by the merger between Rainbow Coalition and Operation PUSH in 1996. Jesse Jackson, an American civil rights activist, politician and Baptist minister was the founder of these two non-profit organizations. Rev. Jackson sought to protect black workers, homeowners, and businesses. He took on Operation PUSH to achieve these goals and to nurture young people through reading programs. The politician also developed a program called PUSH Excel to help youth living in the inner city to get job placements.

PUSH Excel reached out to companies and major corporations, advocating for the hiring of more black and minority supervisors and executives. The program also advocated for the inclusivity of black suppliers, wholesalers, and distributors in the purchasing lists of the companies and corporations. PUSH would at times resort to boycotts and prayer vigils on its quest to win job concessions for blacks from white businesses.

In 1984, the Baptist minister unveiled the National Rainbow Coalition which was primarily concerned with advocating for equal rights for all. The group focused on voting rights, social programs, and affirmative action for minorities segregated by Ronald Reagan’s economic policies. These "Reaganomics" pushed for economic investment outside of the inner cities, a matter that scaled up unemployment rates for minorities.

Jackson called upon other marginalized groups including Asian Americans, Arab Americans, Native Americans, disabled veterans, youth, LGBT advocates, farmers, and others to protest. He wanted the groups joining hands with Jewish Americans and African Americans in protesting unfavorable living conditions for ALL minorities. The Rainbow Coalition did a great deal of work addressing a variety public policy, social, and political issues of the day.

By 1996, Rev. Jackson had already finished his term serving as a shadow senator for Washington, D.C. He moved to Chicago and at that point, the merger of the National Rainbow Coalition and Operation PUSH happened.

The Rainbow Push Coalition-Major Areas of Focus Include:

• Providing student loans
• Environmental justice
• Creating/Finding jobs and economic empowerment
• Gender equality
• Access to education and educational opportunities
• Trade and foreign policy
• Affirmative action and equal rights
• Trade and foreign policy
• Fair and descent housing
• Election law reform
• Voter registration
• Fairness in the sports, media and criminal justice system

Notable members

• Martin Luther King Jr- One of the notable American civil rights activists. King groomed Jackson by appointing head of the Chicago chapter of Operation Breadbasket.
• Jonathan Luther Jackson- An American business professor, social justice advocate and entrepreneur. Jackson works with Rainbow/PUSH Coalition as its national spokesman.
• Rosalinda Guillén- A banker and one of the leaders of the Rainbow Coalition.