Special Feature: DEI Rollbacks for American Companies

Across the U.S., several big companies have made monumental shifts in tone and policy around Diversity, Equity and Inclusion (DEI). In recent years, many businesses proudly displayed DEI goals in their reports, establishing various affirmative action, equitable hiring and celebratory programs. However, under political pressure following Trump's election and court decisions, a number of firms are now “scraping” this language from their public documents and management. 

For example, Reuters reported that nearly 90% of companies in the S&P 500 have started to cut DEI references from their annual filings. Big names like Salesforce, Meta, and Google are among those that have revised their reports. Salesforce even dropped its diversity hiring targets and now says it is “committed to equality” without specific goals tied to DEI. Similarly, Google removed its promise to boost representation among its leaders, currently reviewing its policies in light of federal contracting rules.

Other companies in various industries are making similar moves. Target has ended its three-year DEI cycle, stopping programs aimed at boosting minority representation and cutting ties with surveys like the Human Rights Campaign’s Equality Index . McDonald’s and Uber have also scrubbed DEI sections from their reports, while Amazon is “winding down outdated programs” in favor of initiatives that show measurable results.

This trend is partly due to new executive orders and legal changes that challenge the traditional DEI approach. Critics argue that some DEI programs may favor certain groups over others, while supporters claim that such initiatives help correct longstanding inequities in the workplace. As companies adjust to these pressures, many say they still want to maintain an inclusive workplace, but they are shifting away from using specific DEI labels and targets.

The backlash from conservative groups has been strong, as activists like Robby Starbuck have openly pushed companies to drop their DEI efforts. Some firms say they are making “performative” changes to avoid legal risks and meet new federal requirements, even if they quietly keep some programs running behind the scenes. 

DEI as a concept first emerged in the late 1990s and early 2000s, with a series of high-profile class-action lawsuits against workplace discrimination. Since then, shifts in both demographic and public mindset have influenced the way businesses have addressed the incorporation of diverse backgrounds into their workplaces. In 2020, the resurgence of BLM (Black Lives Matter) and the effects of COVID-19 led to widespread protests and demands for workplace inclusion, with many companies adopting a progressivist tone. A 2020 study found an increase in "female power" typology, with advertising making a shift towards showing women in positions of empowerment and advancement. Additionally, polarization on DEI also surged during this period, culminating in the 2023 slashing of Affirmative Action by the conservative US Supreme Court. 

During the 2024 election cycle, Donald Trump and other Republican candidates cited DEI among their many targets for change, becoming a controversial and polarizing campaign goal. Ideas like "anti-white racism", the scapegoating of DEI and other such comments eventually culminated in the release of a series of executive orders, most significantly the one titled: "Ending Radical and Wasteful Government DEI Programs and Preferencing", leading to mass layoffs and funding cuts for a number of key government agencies accused of propagating unfair DEI policies. This then set a precedent for the American corporate world to follow. 

By removing explicit DEI language from public reports, these businesses hope to comply with new federal rules and reduce controversy. Yet, many continue to work on diversity and inclusion internally, just without the labels that have become so politically charged.