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.
Where I work is pretty woke still, I don’t know why someone cares much about what their workmates are or want to be
Call their bluff, every time. They’re always bluffing, they’re liars, it’s a MAGA core characteristic.
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…
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.
Target is one of the most DELIBERATELY evil retail corporations on earth. They have an entire surveilance and forensic side business developed specifically to coordinate with law enforcement throughout the community, not just inside their stores.
https://www.mprnews.org/story/2011/10/21/target-forensics-lab
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?
Target created a surveilance system to track the minority population around their stores in Minneoplis so they could coordinate with law enforcement to suppress the “criminal element” in the city. They have an entire side-business that provides surveilance and forensic support to law enforcement all over the country.
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.
investors probably? he dint resist hard enough. or hes secretly greedy.
Lmao the same Apple that sucked up to the Trump admin?
The correct saying is, “Go Fash, Lose Cash.”
Apple absolutely shouldn’t be in this list. They are basically working for ICE at this point.
The correct saying is, “Go Fash, Lose Cash.”
Tongue-twisters don’t generally make great slogans
That’s not a tongue twister, it’s a rhyme.
It’s only four syllables, FFS.
Also they’re a shit company for so many other reasons
I’ve just been saying “go woke or go broke” for a little while now.
DEI is what companies use to pacify wronged employees who belong to minority groups. “We’re not discriminating against you because we have this corporate slop to point at” kind of deal. In my experience anyway. The backlash against DEI just makes it look more legitimate as an anti-discrimination effort.
The company is going to fuck people over whether said people are pro or anti DEI. They just want your labor and your money.
No corporation is pro-working class.
That being said, some are certainly worse than others.
I will forever remain a loyal Costco member if they keep up their pro-consumer practices, including keeping their DEI programs.
And AFAIK you can’t just get a job at Costco anymore (unless it’s something very specific that requires certain education /skill?), you have to work 1-2 years as contractor and hope to get an offer.
If you know what’s worth getting and what isn’t at Costco, membership is still a good deal and if you know your spend, even just 3k a year, it’s worth being executive member over regular, as you get it back (60+) in cashback, but they are enshittifying at breakneck speed.
I work at a Costco and we pretty regularly hire people with little to no experience so I’m not sure where you heard that first part. But they’re still a corporation and corporations suck so not defending them
In NA or somewhere else?
Haven’t shopped Target since. Shop Costco regularly.
I love Target. I’ll gladly pay more to have free 2 hour drive up pickup and not have to deal with Walmart people.
Folks here’s the deal. Corporations have an obligation to the shareholder over everyone else. Costco doesn’t give a shit about consumers. Costco cares about nurturing and communicating their brand, which is all about being pro-consumer.
Target doesn’t give a shit about you. Apple doesn’t give a shit about you. Nike. Whatever brand you love, it doesn’t love you back. Unless you’re a shareholder and you want a very specific thing.
Corporations that kept DEI had their internal prognosticators tell them “it’ll blow over and be better for us if we stay the course.” That’s it. Never in any meeting did someone utter the words “It’s the right thing to do, that’s why.”
Corporations that tossed DEI made a different calculation.
That’s it.
So celebrate that our side currently has a very good market segment in all these corporations, but don’t celebrate anything else.
This is the truth.
Costco doesn’t give a shit about consumers. Costco cares about nurturing and communicating their brand, which is all about being pro-consumer.
You’re not strictly wrong, and I understand that corporations are not anyone’s friends, but the line between these two distinctions is vanishingly thin.
DEI since the start also was completely just “lets look like we care about it”, I wouldn’t be suprised if it is completely utterly innefective at achieving the stated goal of promoting inclusion
None of the people who hated DEI/affirmative action could ever tell me what it actually is. None of the people who say “let the market decide” understand or recognize that there are serious financial benefits to diversity based practices.
I still laugh that Odyssey made so much fucking money. And still is making money. So far it has grossed over a billion. This, after so many conservatives told us that it was going to fail bigly because “woke”.
Somehow, I feel this is another thing (like Gamergate or Obama winning 2 terms, or them losing the stupid culture war over gay marriage, etc.) that will break the brains of conservatives and they will mete out their backlash later on normal Americans for it…
Anyway, imagine people not choosing their entertainment based on a movie being “woke” or not…just because something like Star Wars The Acolyte sucked ballz and was “woke” doesn’t mean people were rejecting it because it’s “woke”, and that’s where the conservative culture warriors go so wrong on culture-war bullshit.
Same goes for companies that bent the knee - or not - when it came to the wishes of the most hateful people in the country. I’m not surprised at all to learn that a company not being “woke” didn’t really matter to consumers and they were not really rewarded for getting rid of DEI or whatever, and that those that didn’t get rid of it were not punished.
I’m sure quite a few Qnut types think that everyone in America is going to just start showering non-DEI companies with cash, but that’s not how it works, LOL.
wait wat why was odyssey supposed to be woke?
Didn’t you see that Elliot and Lupita had roles in the movie and appeared on screen for a few minutes? That’s woke - to some people.
What the other poster said, I think. The right were and are having meltdowns over it.
Elon has claimed he’s making his own AI-generated version that is appropriately “historic”. You know, for a myth.
These people are stupid and crazy.
actually conservative gave it so much free press thats why people went to watch it, not for its accuracy, but for the novelty to piss cons off.
Go nazi declare bankruptcy
Redpilled, Get killed
Go fash lose cash
Lick boot, lose loot
Go right eat shite
All incel, no braincells
Nazi salute, go destitute
ADL, common L
Ku Klux, lose bucks
Apartheid, all downside
Costco just does the bare minimum of ethical behavior and is somehow one of the most ethical companies in America
I will never ever set foot in a Target again when they completely abandoned their commitment to DEI.
Haven’t been in one since Jan 2025 when they let ICE use their back parking lots to stage in my city.
For cheap furnature the only alternative I’m aware of though is IKEA and they’re a BDS target which is probably worse
For what it’s worth, IKEA is no longer on the list: https://bdsmovement.net/tags/ikea
performed just as well as their competitors who pulled back.
Takeaway: no one cares.
Takeaway: all the corps are raking in shittons of money as they price gouge us on everything, and “woke” or the lack of it doesn’t change that.
If we ignore the (good) morality of DEI, there is plenty of pragmatic value in having it: You get to hire the best people for the job, and work with a wider variety of customers.
Woke is good and practical.
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