In the face of increasing scrutiny and political pressures, several prominent corporations have denounced their DEI policies while others have boldly reaffirmed their dedication to Diversity, Equity, and Inclusion (DEI) programs.
Today we’re highlighting those companies that are standing firmly by their DEI initiatives, recognizing that fostering an inclusive environment is not only a moral imperative but also a strategic advantage that drives innovation and business success.
Costco
Costco's board of directors recently rejected a proposal aimed at publishing risks associated with its DEI programs or eliminating them entirely. The board reaffirmed the company's commitment to inclusion ahead of a January 2025 shareholder vote.
A statement released by Costco said: "Our success at Costco Wholesale has been built on service to our critical stakeholders: employees, members, and suppliers. Our efforts around diversity, equity, and inclusion follow our code of ethics. These efforts remind and reinforce with everyone at our company the importance of creating opportunities for all."
JPMorgan Chase & Co.
CEO Jamie Dimon has resisted the Trump administration's recent crackdown on DEI initiatives and calls to retreat from diversity programs, emphasizing the importance of reaching out to various communities. When asked about conservative activists who are targeting companies and their DEI efforts, Dimon boldly stated, "Bring them on,"
"We will continue to reach out to the Black community, the Hispanic community, the veterans community, and LGBTQ. We have teams with second chance initiatives—governors in blue states and red states like what we do."
Apple Inc.
Apple's leadership has also rejected proposals to scale back DEI efforts, labeling such measures as attempts to "micromanage" the company's operations. Apple's board even asked its investors to vote against a proposal to end its Diversity, Equity, and Inclusion (DEI) programs stating “We're continuing to create a culture of inclusion, increasing representation across teams, and holding ourselves accountable at every level.
Delta Air Lines
Delta Air Lines remains committed to its DEI and Environmental, Social, and Governance (ESG) efforts, integrating these principles into its business strategy.
Peter Carter, Chief External Affairs Officer at Delta Air Lines stated: “We are steadfast in our commitments because we think that they are actually critical to our business. Sustainability is about being more efficient in our operations and really DE&I is about talent and that's been our focus."
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e.l.f. Beauty
e.l.f. Beauty is a rare company vocally touting its diversity efforts and inclusive marketing, actively expanding its DEI initiatives in 2025. The make up brand, based in Oakland, California, is standing behind DEI because it has an employee base and loyal following of younger, more diverse consumers that back its efforts.
e.l.f. CEO Tarang Amin said in an interview last week with CNN: “There’s nothing wrong with being Richard, Rick or Dick, but we wanted to shine a light on ‘let’s give other people a chance’ because we’ve seen the benefits in our own business,”
E.l.f is one of only two publicly traded companies with a board that’s more than 78% women and 44% people of color.
Cisco Systems, Inc.
Cisco continues to foster a diverse and inclusive environment, recognizing the importance of DEI in driving innovation and better serving customers. Cisco CEO Chuck Robbins stated, “You cannot argue with the fact that a diverse workforce is better. There’s too much business value. It’s being discussed like it’s a single-issue discussion, and you either believe it or you don’t. And in reality, it’s made up of 150 different things, and maybe seven of them got a little out of hand. I think those six or seven things are going to get solved and then you’re going to be left with common sense. But the core reasons that you have a diverse workforce are still there from a business perspective.”
Ben & Jerry’s
Now if you know a thing or two about Ben & Jerry’s you’re probably not surprised to see them on this list. Ben & Jerry’s is not new to this. They are true to this. The frozen treat company has long incorporated social and racial justice into its brand identity and continues to prioritize equity initiatives. We would need a separate article just to list all of the times and ways Ben & Jerry’s has advocated for racial justice.
Microsoft
In December 2024, Microsoft’s Chief Diversity Officer doubled down on their DEI commitments and spelled out the business case for them in a post on its LinkedIn platform.
In January 2025, Microsoft reaffirmed its dedication to DEI principles. Chief Diversity Officer Lindsay-Rae McIntyre emphasized the business imperative of inclusivity, stating that a diverse workforce enhances the company's ability to develop products and services for a global audience.
Last year, reports emerged that Microsoft had disbanded its dedicated DEI team, citing "changing business needs." Despite this organizational change, the company maintained that its commitment to diversity and inclusion remained unchanged, focusing on accountability and equitable practices.
As some corporations retreat from their DEI commitments, these companies continue to recognize the value of inclusivity in business. Companies that stand by DEI demonstrate that progress and profitability do go hand in hand.
As consumers, employees, and vendors, we have the power to support businesses that uphold values of equity and inclusion that benefit our communities. By choosing to work with and invest in companies that remain committed to DEI, we can help ensure a more diverse and fair business landscape for the present and future.
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