Since the start of President Trump’s second term, the two D’s have been at the forefront of his agenda: DEI and DOGE.

DEI — diversity, equity and inclusion — has been on the hotline long before Trump’s second term. From the ending of affirmative action in college admissions in 2023, to the growing backlash against “woke” corporate policies, it seems DEI has become weaponized in political discourse.

With President Trump’s executive order to halt DEI initiatives and financially penalize non-compliance — corporations across America are faced with a critical choice. Follow this order or be hit where it hurts — in their pocket books? One could even say the response to this reveals companies’ true values.

So the question emerges — have brands been genuinely committed to DEI, or strategically manipulated it as a convenient marketing strategy? A few companies who remain committed to their cause stand out amongst the sea of anti-DEI bandwagoners, but what about those who haven’t?

Committed brands

Among the list of brands honoring their values despite political opposition, the most notable is Ben & Jerry’s.

As long-time advocates behind grassroots movements, they have not backed from their DEI commitment. In June 2024, Ben & Jerry’s released a statement reaffirming their commitment to DEI — stressing their firm stance on the foundational values of their brand.

Similarly, outdoor retailer Patagonia continues its unwavering stance on social and environmental justice. The company has historically prioritized purpose alongside profit, even when facing potential financial consequences.

Their founder Yvon Chouinard famously transferred ownership to a trust dedicated to fighting climate change — proving their commitment goes beyond only words.

Likewise, cosmetics retailer Lush has always maintained progressive policies. They’ve stayed true to the fundamental elements that represent their brand identity — exactly how core values should be treated.

Their consistent advocacy on social causes has become so intertwined with their brand that backing down now would feel as a sellout to their brand identity as a whole. Given these recent executive orders, they have even renamed three best-selling bath bombs to support this cause and their values.

Brands falling short

In complete contrast, several corporations have hastily backpedaled from their DEI promises.

Victoria’s Secret, after years of DEI investments following their workplace harassment scandal and body diversity controversies in the 2020s, they’re now quietly shifting gears.

They’ve ditched diversity goals and targets for promoting Black employees, according to Forbes. Going as far to rebrand their diversity strategy from DEI to softer, less politically charged language.

The beloved retailer Target — which had already faced backlash from the right over its LGBTQ+ Pride merchandise in 2024 — wasted no time jumping on the anti-DEI bandwagon.

Pulling back on their diverse hiring targets and dropping their Racial Equity Action and Change program, established in 2020 with the purpose of creating lasting change for their Black employees shows strong morals.

Forbes also reports that notable brands like Coca-Cola and Disney are among the big names backing away from DEI. Across corporate America, Fortune 500 companies are scrubbing DEI language from their websites, dissolving diversity departments and laying off DEI professionals faster than you could imagine.

So now what?

With all of these examples in mind, what can we learn from this?

At the end of the day, brands and companies at large will do whatever it takes to protect their bottom line — their profits. If that means going back on their moral stances, then so be it.

The mass corporate withdrawal from DEI reveals what was suspected all along — for most companies, these initiatives were never about creating genuine change, but rather about following trends and avoiding controversy.

As consumers, our money talks in today’s world. Being conscientious about what we consume and where we spend our money is important and sadly, inherently political today. Every purchase has become a vote for the kind of corporate behavior we’re willing to accept. Supporting brands like Ben & Jerry’s, Patagonia and Lush that stick to their values even when it’s unpopular sends a powerful message that integrity matters.

Recent polls amongst U.S. consumers have found that about 24% of them are no longer spending at certain stores due to political reasons. This consumer activism signals an increasing awareness that our collective purchasing power can reward consistency and hurt hypocrisy. Perhaps the silver lining in this corporate sorting is that it makes it easier to identify which companies truly deserve our support.

For employees, this moment is equally revealing. Companies that abandon their DEI commitments at the first sign of political pressure might similarly discard other employee-centered policies when convenient. Those seeking workplaces that value diversity and inclusion now have clearer signals about which employers will stand firm on these principles regardless of political climates.

The question going forward isn’t whether DEI will survive in corporate America — as we have now seen — but whether we as consumers and employees will hold companies accountable to their core commitments.