Exclusive: Companies that kept policies did just as well financially, even after Trump’s executive order, as those that didn’t

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.

  • ultranaut
    6·
    4 hours ago

    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.