Pro-DEI Initiatives: Companies Staying Committed to Diversity Efforts

As major corporations such as Meta, Walmart, and Target continue to pull back their DEI initiatives, several others are standing firm in their commitment to diversity. 

Makeup brand E.L.F. began pushing its pro-DEI stance last year when DEI efforts became a major speaking point. Last week, after Donald Trump took office, the company doubled down on its commitment. 

“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. CEO Tarang Amin said in an interview with CNN. 

Another brand taking a stand is Ben & Jerry’s. The ice cream staple shared a video making it clear they were about “much more than just ice cream” and will continue to “advocate for progressive social change.” 

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Despite its competitors boldly pulling back DEI measures, Costco has garnered support and mass “buy-ins” after refusing to give in to the Trump administration’s anti-DEI demands. 

“Our commitment to inclusion … does not and has never included quotas or systematic preferences, nor does it mean compromising merit,” stated Tony E. James, Costco’s board chair, last week. 

With many of the nation’s corporations re-examining DEI and deciding that inclusivity is no longer a priority, we must highlight and support those who want to support their community, employees, and shoppers from all walks of life. As of now, several other companies remain pro-DEI including TJ Maxx, Macy’s, Nordstrom, Walgreens, Ulta, Old Navy, Kroger, and Dollar Tree.