These 24 major companies are still standing up for DEI

These companies still support DEI

As President Trump and his allies wage war on diversity, equity, and inclusion programs, some companies are refusing to cave. While others like Target, Amazon, Walmart, and McDonald's have backpedaled under political pressure, these businesses have stood firm.

These are the companies committed to recognizing that diversity isn’t a liability — it’s a strength.

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Apple

Apple has reaffirmed its commitment to DEI after challenges from the National Center for Public Policy, a shareholding conservative pressure group. The group argued that DEI posed “litigation, reputation, and financial risks” following Trump’s executive order. Apple refused, stating that its DEI programs were integral to creating a “culture of belonging” and urged its shareholders to vote against the proposal, according to HR Grapevine.

The company has also kept its “Inclusion & Diversity” page up, which states it is “continuing to create a culture of inclusion, increasing representation across teams, and holding ourselves accountable at every level.”

Ben & Jerry's

Ben & Jerry's has long been a pioneer in corporate activism, consistently using its platform to advocate for social justice, equity, and inclusion. The company’s commitment to DEI is deeply rooted in its history and ethos, from supporting the Black Lives Matter movement to advocating for LGBTQ+ rights, climate justice, and ensuring fair working conditions and benefits for its employees.

Ben & Jerry’s has reaffirmed its commitment to DEI by publicly opposing Trump's order and continuing to implement internal initiatives that promote racial equity and inclusion. The company has also supported recent public protests against the Trump administration by releasing statements, donating to related causes, and using its social media platforms to amplify critical information and news.

Ben & Jerry’s continues to be a shining example of a company that has achieved success by uplifting others in the process, as said on its website: "We love making ice cream — but using our business to make the world a better place gives our work its meaning."

Cisco

CEO Chuck Robbins defended his company's DEI programs during an interview with Axios in January, maintaining that "the core reasons that you have a diverse workforce are still there from a business perspective."

"It's being discussed like it's a single-issue discussion, and you either believe it or you don't," Robbins said. "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."

"I think the pendulum swings a little wide in both directions. And for us, it's about finding the equilibrium ... You cannot argue with the fact that a diverse workforce is better," he continued. "There's too much business value."

Cisco's inclusion practices are still outlined on its website.

Cleveland Cavaliers

The NBA's Cleveland Cavaliers have refused to roll back their DEI initiatives, which started in 2019 when the Cavs introduced a new position — vice president of diversity, inclusion, and engagement. Since then, Kevin Clayton, who was appointed to the position, has established team member resource groups, which provide support, mentoring, and networking opportunities for team members of underrepresented groups.

When asked recently in an interview with NBC News, Clayton said, "We believe that everybody in our organization, every person in our community, is part of our diversity, equity, and inclusion story. So it's not about any one group. This work is about humanity. We know that our platform is one that can uplift our community --- everyone in our community."

Coca-Cola

While its rival PepsiCo has caved to conservatives like Robby Starbuck, Coca-Cola's leadership seems undeterred by threats for maintaining what right-wingers call "woke policies". Coca-Cola has set ambitious DEI goals in the past, aiming for women to hold 50 percent of senior leadership roles by 2030 while ensuring strong racial and ethnic representation across all levels of its U.S. workforce.

In a recent annual report, the company stood behind DEI, saying it would be negatively impacted if "unable to attract or retain specialized talent or top talent with diverse perspectives, experiences and backgrounds" and that its "diverse, high-performing global employee base helps drive a culture of inclusion, innovation and growth."

However, in a recent interview with Bloomberg about the future of DEI in the company, Chief Financial Officer John Murphy said Coca-Cola was "focused on having the best talent around the world" but also that it would "follow any change in regulations at the national level." This likely means we'll see the continuation of DEI policies in a more covert and coded way.

Costco

One of the first companies on the list to announce its commitment, Costco has been applauded for its firm support of its DEI policies. Costco has kept its DEI initiatives, launching training programs focused on unconscious bias and cultural competency, ensuring that employees at all levels are equipped to support an inclusive workplace.

The company also supports employee resource groups to provide networking and mentorship opportunities. Over 98 percent of Costco’s shareholders voted against a proposed anti-DEI initiative, as the board said it believes “our commitment to an enterprise rooted in respect and inclusion is appropriate and necessary.” This decision has led to widespread support with “buy-ins” taking place across the country, like the one captured by CBS in New York City.

Delta

Delta Airlines is reaffirming its commitment to diversity, equity, and inclusion. “DEI is not something that’s going to stop at Delta Airlines," Eric Hendricks, Delta’s director of pilot outreach, told NBC News. Along with American and United Airlines, Delta has maintained its DEI page, which states, “We actively seek diversity, boldly pursue equity, and consciously promote inclusion to create a sense of belonging for all people.”

Disney

Disney shareholders voted overwhelmingly in March to continue the company’s participation in the Human Rights Campaign Foundation’s Corporate Equality Index, which measures businesses’ support for LGBTQ+ causes. Disney has consistently received perfect scores.

Holders of only 1 percent of shares voted in favor of a right-wing group’s proposal that Disney pull out of the index, according to multiple media outlets, meaning that 99 percent supported participation.

Don't expect the company's support for diversity in workplaces to translate to its creative works — the company recently removed a transgender character from its series Win or Loseand soon after replaced the storyline with an "openly Christian" character.

e.l.f. Beauty

e.l.f. Beauty has been a vocal proponent of DEI initiatives, even as other companies are retreating from their commitments. In 2024, the company launched the "So Many Dicks" campaign to highlight the lack of diversity in U.S. corporate boardrooms, noting that there were nearly as many men named Richard, Rick, or Dick serving on public company boards as women altogether.

e.l.f. Beauty recently reaffirmed its unwavering commitment to DEI. The company continues to prioritize diverse representation in its workforce and marketing, while also increasing investments in community partnerships and supplier diversity.

Francesca's

Francesca’s CEO Andrew Clarke defended DEI initiatives in a LinkedIn post in February that stated: “DEI is not an abbreviation — it’s a Human Strategy, and respect and inclusion are good for business. At Francesca’s, we’ve built a culture where employees feel free to be you in all senses.

Clarke, who is an out gay man, added in a video accompanying the post that he has experienced discrimination and “even lost a job” because of who he is.

"As a leader, I vow to lead in a way that ensures no one is ever treated the way I or others have been treated in the past," he said.

Goldman Sachs

Goldman Sachs has been advancing DEI initiatives to foster a more inclusive workplace and drive systemic change. The firm has implemented programs like the "One Million Black Women" initiative, pledging $10 billion in investment to address racial and gender disparities.

Internally, Goldman Sachs has set ambitious diversity goals, including increasing representation of women and underrepresented groups in leadership roles. The company also supports employee resource groups and provides unconscious bias training to promote an inclusive culture.

Goldman Sachs has so far maintained these programs, and CEO David Solomon recently said in a CNBC interview that he remained committed to responding to the desires of his shareholders.

“They think about decarbonization; they think about climate transition. They think about their businesses, how they find talent, the diversity of the talent they find all over the world,” he said. “We continue to stay focused on talking to our clients and doing the things we’ve always done.”

J.P. Morgan

J.P. Morgan CEO Jamie Dimon has reaffirmed the bank’s commitment to diversity, equity, and inclusion. Speaking at the World Economic Forum with CNBC, Dimon responded to challenges against DEI policies, stating, “Bring them on.”

He emphasized the bank’s dedication to engaging diverse communities, including Black, Hispanic, LGBTQ+, and veteran populations, as reported by Forbes. However, Dimon also recently announced a partnership with Elon Musk, praising his genius, to take cryptocurrency to bond markets. Hopefully, this new relationship won't affect J.P. Morgan's dedication to its DEI programs.

Kroger

The "Standing Together" section of Kroger's website outlines the company's DEI initiatives, which strive "to reflect the communities we serve and foster a culture that empowers everyone to be their true self, inspires collaboration, and feeds the human spirit."

The grocery chain, which is based in Ohio, said in a statement via The Cincinnati Enquirerthat “Kroger has a set of values that have guided what we do for half a century. Two of those values are inclusion and diversity."

Lush U.S.

The U.S. branch of Lush Cosmetics has fiercely defended DEI, stating plainly on its website "We believe in Diversity, Equity, and Inclusion." The company even went a step further and renamed three of its most popular bath bombs to showcase its support.

"In response to the Executive Orders requiring federal agencies to end Diversity, Equity and Inclusion programming and commitments, we have temporarily renamed three of our bestselling bath bombs — Thermal Waves, Sakura, and American Cream — to Diversity, Equity, and Inclusion," its website states. "We believe that diversity, equity and inclusion are essential in building justice and belonging in the workplace — and beyond."

Microsoft

Microsoft Chief Diversity Officer Lindsey-Rae McIntyre has reiterated the company's commitment to DEI initiatives, emphasizing the importance of diverse perspectives in driving innovation, according to HR Grapevine. Microsoft offers nearly 50 community groups for career development, support, and networking, which are dedicated to creating an environment where employees can be their authentic selves at work.

However, it's important to note Microsoft's significant letdowns in this regard as well. Last July, well before Trump's election, Microsoft laid off its entire DEI team, citing lack of relevance in their business operations. So while Microsoft has claimed dedication to continuing its DEI initiatives, their internal actions cast doubt upon the sincerity of those statements.

NFL

The NFL continues to emphasize its commitment to diversity, equity, and inclusion, both on and off the field. Roger Goodell, the NFL's commissioner, recently said the league will continue its efforts to boost diversity, "because we’ve not only convinced ourselves, I think we’ve proven ... that it does make the NFL better. We’re not in this because it’s a trend to get into it or a trend to get out of it.”

The NFL's DEI commitments started in 2003, with some of the most notable ones coming in 2020 following the Black Lives Matter protests, during which it started requiring that teams interview at least two minority candidates for vacant head coach, general manager, and coordinator positions as part of its broader commitment to diversity.,

Patagonia

Patagonia said in a February statement to CNBC that it will not scale back its DEI policies, maintaing, “We stand firm in support of our justice, equity, and anti-racism policies and practices." The outdoor clothing company has a long history of activism, particularly for environmental conservation.

Pinterest

Looking for a social media platform that's not overrun with Nazis (X/Twitter) or rolling back its hate speech protections for LGBTQ+ people (Facebook, Instagram, and YouTube)? Pinterest's website outlines DEI initiatives that are "embedding inclusion, belonging and accessibility into everything we do."

However, Pinterest listed the attacks against DEI as a possible business risk in its February 10-K filing, warning investors if its efforts around DEI “are perceived as insufficient or overdone,” then it “may not be able to attract and retain talent” and the company “may be subject to investigations, litigation, and other proceedings.”

“Our brand and reputation and stock price may be harmed,” the company said.

Procter and Gamble

Procter and Gamble's website outlines its DEI initiatives, including the percentages of employees and board directors it has that are women or multicultural. It states that "equality and Inclusion is good for our business — broadening our ability to understand and serve billions of consumers around the world. Simply put, it helps us win in the marketplace."

"We are committed to building an outstanding and diverse pipeline of talent at every level across P&G," adds Chief Equality and Inclusion Officer Kristine Decker. "Creating an environment where we can all be our full and authentic selves fosters a culture that inspires the best from our employees."

P&G is the parent company of products such as Bounty, Charmin, Dawn, Downy, Febreeze, Gillette, Mr. Clean, Pamper's, Swiffer, Tide, and Vick's.

Sephora

Sephora has fiercely stood by its DEI initiatives, primarily its support of Black- and women-owned businesses. The makeup retailer's website outlines its policies, which includes the "Hearts Not Hate" anti-harassment trainings.

Sephora also released a short film, Beauty & Belonging, which focuses on showcasing diverse perspectives in the cosmetics industry. The documentary features conversations with more than 75 Sephora employees and founders of beauty brands such as Makeup by Mario and Glow Recipe, examining the importance of diverse representation.

Southwest Airlines

Southwest Airlines outlines diversity, equity, inclusion, and belonging (DEIB) practices on its website, which states "inclusion has always been at the Heart of Southwest."

"Our Company was founded on the principle of putting People first, and we’ve never wavered from that commitment. That means all People," it reads. "We’re committed to being a place where Employees feel welcomed and encouraged to bring their whole selves to work without fear of hate, racism, discrimination, harassment, intolerance, disrespect, or injustice. We understand that in order for every Employee at Southwest to thrive, we must foster an environment of impartiality, fairness, representation, and balance."

CEO Bob Jordan acknowledged Trump's executive orders in January, saying during a call with shareholders that "we'll be evaluating those and understanding what we may need to do."

T.J. Maxx

T.J. Maxx still states that it is "strongly committed to continuing to build a more inclusive and diverse workplace." Its Associate Resource Groups (ARGs) regularly host events or invite guest speakers to focus on empowering underrepresented groups, focusing on race, gender and LGBTQ+ communities. The company has also worked to ensure that no prison labor is used in its supply chain.

"We view diversity as inclusive of many facets – race, ethnicity, age, sexual orientation, gender identity, ability, experience, religion, perspectives, and more," the company's website reads. "We strive to treat all people with dignity and respect and do not tolerate discrimination or harassment of any kind."

Ulta

Ulta stands firm in its slogan, "Beauty is for everyone." The Ulta Beauty Charitable Foundation supports nonprofits that are dedicated to serving underrepresented groups through volunteering and education opportunities for associates.

"At Ulta Beauty, we celebrate what makes each guest unique," its website states. "Our curated assortment spans diverse brands, categories, ages, skin tones and hair types, with a commitment to growing inclusivity. We’re on a mission to uplift and empower founders from all backgrounds, providing support across merchandising, supply chain, finance and more to help our brand partners thrive."

CEO and president Kecia Steelman reaffirmed the company's commitment in February, telling Beauty Independent that "supporting diversity, equity and inclusion is essential to our business because we serve a broad and diverse community of beauty enthusiasts."

"Our goal is to meet the unique beauty needs of every individual while creating a space where everyone feels welcomed, valued and comfortable shopping," Steelman said. "It’s equally important for our associates as fostering an inclusive culture is a core priority for our company, one that empowers our teams, reflects our values and strengthens our connection to the communities we serve, which ultimately drives our business forward.”

Verizon

Federal Communications Commission chair Brendan Carr has opened a probe into diversity practices at Verizon, but the company has not been deterred. Verizon's website asserts that the company is "winning through diversity and inclusion," stating, "Verizon is committed to fostering an inclusive environment."

"We care about diversity in both our employees and our suppliers. Diversity and inclusion is how we achieve success," the site reads. "By celebrating diversity across all spectrums, including but not limited to race, national origin, religion, gender, sexual orientation, gender identity, disability, veteran/military status, and age, we are a stronger company and culture."

"We take pride in our talented and diverse team of people who focus on our customers, every day," it continues. "Their combined intelligence, spirit and creativity make Verizon a great place to work, learn and grow."