In a year where DEI programs have become political lightning rods, a powerful cohort of companies is sending a different message: regardless of the noise, they’re not going anywhere. These 24 brands are actively resisting anti-DEI pressure and reaffirming their commitment to inclusion, from internal programs to external activism. Here’s a closer look at the brands that aren’t just talking the talk, they’re building more equitable workplaces and communities.
Tech and Finance Companies Doubling Down on DEI
Apple: In February 2024, Apple shareholders rejected a proposal from a conservative think tank to end the company’s DEI programs, according to CBS. These initiatives include partnerships with Historically Black Colleges and Universities (HBCUs) and a racial equity initiative providing outreach and training in downtown Detroit. Apple maintained that its DEI programs are critical for fostering a “culture of belonging.”
Cisco: CEO Chuck Robbins defended Cisco’s DEI approach in a January interview with Axios, emphasizing the business value of diverse teams. “There’s too much business value,” he said, adding that some aspects may evolve, but the core of DEI remains essential.
Microsoft: Despite laying off parts of its DEI team in 2023, Microsoft has continued to publicly support DEI. Chief Diversity Officer Lindsey-Rae McIntyre stated that Microsoft’s original mission requires “a commitment to diversity and inclusion.” The company hosts nearly 50 community groups that support underrepresented voices within its workforce.
JPMorgan Chase: CEO Jamie Dimon has reiterated the company’s ongoing support for DEI, including fellowship programs aimed at Black and Latino students and multiple employee resource groups.
Airlines and Travel Firms Staying the Course
Delta Air Lines: Delta reaffirmed its commitment to DEI during a January earnings call. The executive vice president made it clear: “Really, DE&I is about talent, and that’s been our focus.” Delta maintains a DEI landing page, emphasizing the value of inclusion across its global operations.
Southwest Airlines: On its website, Southwest Airlines explains its DEIB (Diversity, Equity, Inclusion, and Belonging) philosophy, stating “inclusion has always been at the Heart of Southwest.” CEO Bob Jordan confirmed the company is reviewing federal guidelines but hasn’t pulled back from its internal policies.
Marriott: CEO Anthony Capuano reaffirmed Marriott’s long-standing commitment to welcoming all people, regardless of changing political winds. He said the company received over 40,000 messages from associates thanking leadership for standing by DEI values.
Food and Beverage Brands Holding Strong
Ben & Jerry’s: With a decades-long history of social activism, Ben & Jerry’s remains a beacon of progressive corporate policy. In 2024, the company sued parent company Unilever for trying to suppress its public stance on Palestinian rights. From supporting Black Lives Matter to climate justice, DEI is embedded in its identity.
Coca-Cola: While some executives, like CFO John Murphy, have signaled potential compliance with federal rollbacks, Coca-Cola continues to feature DEI as a core value on its website and in its annual reporting. The company is aiming for gender parity in leadership roles by 2030.
Costco: In January, over 98% of Costco’s shareholders voted to retain DEI policies, rejecting an anti-DEI proposal. The company’s DEI page outlines inclusive conversation programs and ongoing training in unconscious bias and cultural competency.
Kroger: The grocery chain has DEI initiatives covering racial awareness training and internal equity audits. Its website still prominently features its commitment to inclusivity.
Cosmetics and Fashion Companies That Didn’t Flinch
e.l.f. Cosmetics: The brand boasts a board made up of over 75% women and 75% people of color. In a January 2024 CNN interview, the CEO reaffirmed e.l.f.’s investment in DEI, referencing campaigns like “So Many Dicks,” which spotlighted corporate boardroom inequality.
Francesca’s: In January, the CEO posted on LinkedIn that “respect and inclusion are good for business,” reinforcing the company’s continued internal DEI policies.
Lush Cosmetics: Known for bold activism, Lush temporarily renamed three of its best-selling bath bombs to Diversity, Equity, and Inclusion in protest of federal DEI rollbacks. Its U.S. website plainly states: “We believe in Diversity, Equity, and Inclusion.”
Macy’s: Macy’s retains a chief DE&I officer and continues public support for inclusive hiring and workplace policies.
Nordstrom: The department store has not rolled back its DEI efforts. Its 2023 impact report tracked diversity across suppliers and outlined charitable donations aimed at social equity.
Old Navy: The company has committed to doubling the representation of Black and Latinx employees in its U.S. offices by 2025. This goal remains live on its corporate website.
Sephora: The retailer remains one of the most proactive on DEI, pledging 15% of shelf space to Black-owned brands. Its short film “Beauty & Belonging” showcased diverse voices within the beauty industry.
T.J. Maxx: T.J. Maxx continues to support internal resource groups focused on underrepresented communities and has reaffirmed its commitment to eliminating prison labor from its supply chain.
Ulta: Ulta’s CEO confirmed continued investment in DEI efforts, including $75 million in funding between 2021 and 2022. The company also launched the MUSE Accelerator to support beauty brands from marginalized communities.
Sports and Media Companies Upholding Inclusion
NFL: Commissioner Roger Goodell has said the league remains committed to diversity, calling it a proven method of improving outcomes both on and off the field. Programs like the Rooney Rule, which mandates diverse hiring pools, are still active.
Disney: Shareholders overwhelmingly rejected a proposal to leave the Human Rights Campaign’s Corporate Equality Index, with 99% voting to stay. The company still receives perfect scores, although some recent creative decisions, like replacing a trans character with an “openly Christian” one suggest tension between public DEI commitments and storytelling.
Pinterest: Unlike other social platforms, Pinterest has doubled down on DEI. Its site notes that inclusion is embedded in product design and company operations. Still, in a February 10-K filing, the company warned that backlash to DEI could pose a business risk.
Levi Strauss & Co.: In response to a shareholder proposal to dismantle its DEI programs, more than 99% voted against it. CEO Michelle Gass told WWD that DEI is “core to who we are.”
DEI Is Not Dead, It’s Just Being Reframed
While some companies have walked back DEI commitments to avoid political pressure, many major players remain outspoken and consistent. These businesses view diversity not just as a moral imperative but as a competitive advantage. Whether it’s through internal training, public activism, or transparency reports, these companies are proving that inclusive workplaces are good for people, and good for business.
