The Disguise of DEI: Companies Rebranding Inclusion to Evade Political Heat
Since President Trump returned to office, his administration has taken direct aim at diversity, equity, and inclusion (DEI) programs. On his first day, he signed an executive order eliminating DEI across all federal agencies. The following day, he ordered the Justice Department to identify and potentially sue what he called “the most egregious and discriminatory DEI practitioners.” For many companies, this was not just a signal—it was a warning.
In this new political climate, companies that once proudly advertised their DEI efforts are now shifting their strategies. They are no longer leading with diversity on public websites or in corporate filings. But behind closed doors, many of those same initiatives are still in motion. Some are simply being rebranded.
“To state what should have been obvious from the get-go,” wrote Callum Borchers, “businesses approach DEI in whatever fashion they think is best for the bottom line at the moment.” In other words, it was always about profit, not principle.
Quiet Rebranding
Instead of scrapping DEI entirely, many businesses are giving it a makeover. Some companies are dropping the acronym “DEI” and replacing it with softer, less controversial phrases like “belonging,” “employee engagement,” or “culture commitments.” Ogilvy, for example, changed the title of its diversity executive Tope Ajala from “DEI Chief” to “Global Inclusion and Impact Officer.” The goals are similar, but the language is more cautious.
“You can’t be as explicit as saying, ‘I want X percent of my leadership team to be a certain demographic’ because that’s a compliance thing right now,” Ajala explained. “Is it something you can still work towards internally? Absolutely.”
Other firms are outsourcing diversity hiring to third-party vendors. These recruiters can find candidates from underrepresented backgrounds, allowing companies to keep their own career pages free from language that might draw scrutiny from Trump’s allies or conservative watchdogs like Robby Starbuck.
Dyson, CEO of the nonprofit OneTen, said her organization provides a way for companies to hire diverse talent while avoiding legal or political blowback. “If you still want to support hiring in a very broad way—without using certain words—OneTen and other organizations can definitely help you do it and not put a beacon on your forehead,” she said.
The Critics: It’s Still DEI, Just With a Mask
Conservative voices are not fooled by the corporate sleight of hand. The Daily Wire called it a deception, stating, “While DEI is becoming a thing of the past, these sneaky national brands are simply pitching the same ideas using aliases.” The publication added, “DEI by any other name smells just as bad.”
Companies like Disney, UPS, and Dollar Tree have all publicly claimed to have moved on from DEI. But according to critics, they are simply relabeling the same policies under terms that sound more neutral. Kohl’s removed DEI from its mission statement but still promotes “inclusion.” Nationwide said it has “decentralized” its DEI work, yet still highlights its “inclusive culture.”
“It’s all sleight of hand,” the Daily Wire wrote. “These companies want applause without accountability.”
Jeremy’s Razors, a brand built specifically to oppose woke corporate trends, has leaned into this moment. It advertises itself as having “no DEI departments, no ESG buzzwords, and absolutely no tolerance for the identity politics that have infected corporate America.”
Who Has Abandoned DEI Entirely?
While some corporations are quietly maintaining or renaming their programs, others have made a clean break. Target, Walmart, Ford, Lowe’s, McDonald’s, and Google have all walked back DEI goals, removed inclusive language from their filings, or stepped away from diversity-related partnerships.
Wells Fargo, which once promised to double the number of Black leaders at the company, has since removed DEI updates from its website and scrubbed the language from its annual reports. The bank’s online materials now focus on “veterans, people with disabilities, and neurodivergent workers,” mentioning a partnership with OneTen only at the bottom of the page.
Hertz, once proudly waving rainbow flags during Pride Month, has become more reserved. When asked about the absence of flags this year, the company delayed responding until a spokesperson finally confirmed they were flying—but said the company planned to share “Pride-themed content later in the month.” That shift in tone was deliberate. As Borchers wrote, “If Hertz was hoping I’d take the hint and keep the festivities lower key, I can’t blame them.”
Who’s Still Standing Up for DEI?
Not all companies have retreated. Some are standing firm. Costco, for example, faced a shareholder proposal from the National Center for Public Policy Research urging the company to assess risks associated with its DEI policies. Costco’s board rejected the proposal, and 98 percent of shareholders voted it down. “A welcoming workforce has been integral to the company’s culture and values since its founding,” said Chairman Hamilton James.
Apple also resisted pressure to abandon its DEI programs. In response to conservative shareholder demands, Apple reaffirmed that diversity efforts are central to its culture and business strategy. “We strive to create a culture of belonging where everyone can do their best work,” the company stated.
Ben & Jerry’s, known for its activism, was more blunt: “We believe that companies that timidly bow to the current political climate by attempting to turn back the clock will become increasingly uncompetitive in the marketplace and will ultimately be judged as having been on the wrong side of history.”
Jamie Dimon of JPMorgan said DEI leads to “more innovation, smarter decisions, and better financial results.” Microsoft’s diversity officer Lindsey-Rae McIntyre said her company’s 50-plus community groups are still dedicated to creating space for employees to “be their authentic selves.”
The Debate: Real Strategy or Just Optics?
Those in favor of DEI say it is not about politics—it is about smart business. DEI boosts talent retention, customer loyalty, and financial performance. As DEI expert Daisy Auger-Domínguez put it, “DEI isn’t dying. It’s evolving.”
But critics argue that if DEI were truly about competence and performance, it wouldn’t need to hide behind new labels. They see the current trend as proof that companies know the policies don’t hold up to public scrutiny. “They want to appear apolitical while clinging to divisive ideology behind closed doors,” wrote The Daily Wire.
For many, this entire shift proves what they have argued all along: DEI is not about fairness—it is a coded strategy to favor specific groups at the expense of others.
As the Trump administration steps up legal action and political pressure, the battle over DEI is far from over. Companies are finding themselves in a no-win situation. Support DEI too publicly, and face political backlash. Retreat from it entirely, and risk alienating customers and employees.
NP Editor: From our perspective, DEI is just racist hiring practices.
Whether DEI fades away or simply changes names, the question remains: is this really about equality—or has it always been about ideology?
