Companies that kept policies did just as well financially, even after Trump’s executive order, as those that didn’t
Conservative backlash was supposed to put an end to the diversity, inclusion and equity (DEI) movement as companies were warned “go woke, go broke”.
In January 2025, Donald Trump delivered a death knell, ending DEI within the federal government with executive orders and threatening to target companies that still supported it. Companies including Google, Goldman Sachs, McDonald’s and Walmart that had embraced DEI years earlier fell into line and announced an end to their policies.
But new research published on Friday and shared exclusively with the Guardian found that companies that resisted the pressure and kept their DEI practices, including Costco, Apple and Delta Air Lines, performed just as well as their competitors who pulled back.
Its is weird because I know people who work are target and a few who have been there for going on 30 years and their stories tend to be positive and describe a very inclusive environment. I mean compared to other companies in that market…
For decades, Target was a fairly progressive and forward thinking company (by big company standards). That was why it was such a kick in the dick when Target dropped DEI.
The whole situation was kind of weird since the CEO, Brian Cornell, who had been a vocal supporter of DEI and Target was wildly successful with him at the helm, seemed to lament the decision to end DEI… so who made that choice? The leader who pushed DEI and made us profitable was somehow overruled and it cost the company a shitload of money so now the CEO has to be replaced. What? What the fuck is going on a Target HQ?
investors probably? he dint resist hard enough. or hes secretly greedy.
It was all bullshit the entire time, the public lamentation over the decision is kayfabe. Target never actually supported anything except making more money, as soon as they thought they could make money being against DEI they jumped ship. It was just a very effective marketing campaign where they faked support because it benefited them financially.
A culture and attitude of inclusion seems to be more important than any policy could be?
I feel like that’s the case for a lot of them. The top level are publicly saying they are scrapping policies, but it’s still actually being observed in the lower levels. Like there’s a gap between what the executives are saying and what the actual people managing the company are doing.
Fujitsu America actually doubled down on DEI stuff after Trump was elected.