Fri, 07 Feb 2025

Fri, 07 Feb 2025 As the war on DEI intensifies, some companies hold the line while others work behind the scenes

Trump's hostility toward DEI has elevated the stakes for corporations already grappling with how to navigate the principles of diversity, equity and inclusion.
1. Companies are rebranding DEI initiatives: Some companies are replacing traditional DEI terms with more inclusive language, such as "belonging" or "cultural competency." 2. Rethinking external DEI strategies: Companies are reconsidering their public stance on DEI to avoid being seen as "performative" or making empty commitments. 3. McDonald's example: McDonald's announced it was retiring its "aspirational representation goals" and changing the name of its diversity team, but the move was met with backlash and criticism that the company was "killing DEI." 4. Companies are still doing work behind the scenes: Experts say that while companies may not be publicly advertising their DEI initiatives, they may still be making progress on inclusion. 5. Activist campaigns can impact sales: Boycotts and activist campaigns have had a demonstrable impact on company sales in recent years (e.g., Bud Light's partnership with Dylan Mulvaney). 6. Civil rights activists are organizing "buy-cotts": The Rev. Al Sharpton's National Action Network is planning to support companies that maintain their pro-DEI stance, such as Costco. Some of the experts quoted in the article include: 1. Eloiza Domingo, CEO and founder of consulting firm FourTen: She notes an increase in the use of more inclusive language in place of traditional DEI terms. 2. Sina Port, brand strategist and diversity consultant: She suggests that companies can still communicate their support for inclusion without making empty commitments. 3. Barger: An expert who expects consumers to make buying decisions based on a company's values. The article highlights the complexities of navigating DEI initiatives in business and the potential impact of activist campaigns on company sales and reputation.
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