of the United Kingdom’s capitol city.
Diversity, equity, and inclusion (DEI) have become flashpoints in retail.
Some brands have embraced and doubled down on DEI, while others have sidelined their initiatives. As cultural and economic tides shift, retailers face increasing pressure to define their stance.
Enter the DEI Barometer, a resource designed to monitor and analyze how major brands are responding, evolving, or eliminating their DEI strategies in the face of intensified consumer, investor, and political scrutiny.
DEI in Retail by the Numbers
Before diving into who's doing what in DEI, it's worth zooming out to understand the broader trends shaping the conversation.
Here are some highlights:
Corporate mentions of diversity have decreased in 2025: An analysis by Gravity Research found that references to DEI in Fortune 100 company reports are down 72% year over year, signaling a notable retreat from public commitments.
However, DEI mentions are up in earnings calls: DEI came up more frequently in earnings calls than anywhere else—mentions were up 390% from 2024 to 2025, according to Forbes. This surge is largely attributed to increased scrutiny from shareholders, the media, and even the US administration, prompting executives to address DEI topics defensively.
Consumers are sending mixed signals: Does commitment to DEI and other Corporate Social Responsibility (CSR) programs actually impact shopper behavior? Honestly, it's a mixed bag.
Research by Kearney Consumer Institute found that while 39% of consumers say they've boycotted a brand in the past year, 79% say quality matters more than values when making purchase decisions. To make things even more interesting, despite product price and value being top of mind, 68% of consumers think brands should take a stand on social issues and 51% say they've stopped buying from a company that doesn't reflect their values.
Shoppers are voting with their wallets: When it comes to aligning purchases with principles, many consumers are taking action. Target, which scaled back its DEI programs earlier this year, continues to experience a decline in foot traffic, following backlash from customers and the media alike.
Meanwhile, Costco—one of the few major retailers to maintain and reinforce its DEI efforts—has seen steady growth.
Fortune reports that Target's foot traffic fell 1.6% YoY in May 2025—a smaller drop than earlier in the year but still part of a downward trend that began after its rollback announcement in January. Costco, on the other hand, saw a 5.1% increase in foot traffic in May, continuing a positive streak following its decision to stand by its DEI commitments.
Of course, correlation isn't causation. But when paired with consumer sentiment data and boycott activity, the timing of the above data points is hard to ignore.
Who's Doing What in DEI?
Retailers are reshaping their DEI strategies. Some are standing their ground, and others are scaling back.
Here's a rundown of where major brands stand.
Brands Continuing Their DEI investments
Some of the major retailers and brands standing firm with their DEI programs include:
Apple: In a similar move to Costco, 97% of Apple shareholders voted against a proposal to dismantle the company's DEI programs. The proposal, backed by a conservative think tank, urged Apple to follow other high-profile companies that have retreated from DEI.
But leadership stood firm. "We will continue to create a culture of belonging," CEO Tim Cook told shareholders.
Costco: Costco has doubled down on DEI throughout 2025. In January, more than 98% of shareholders rejected a proposal to evaluate its diversity and inclusion practices. Despite political pressure, its board defended DEI.
Costco stood its ground, and the business has seen positive results. By the end of Q1 2025, its stores will have experienced 13 straight weeks of footfall growth.
e.l.f. Beauty: Although e.l.f. Beauty doesn’t have a DEI team, it doesn’t just talk the talk. It clearly walks the walk. About 75% of its 500 employees are women and 40% are people of color. And the company’s latest “So Many Dicks” campaign reaffirms its stance.
Levi's: Levi Strauss was recently in the same boat as Apple. At its April 2025 shareholder meeting, more than 99% of shareholders voted against a proposal to end the company's DEI programs. And in late May 2025, just in time for Pride month, Levi's introduced Meet You In the Park, a Pride collection "celebrating queer joy through self-expression." Levi's also donated to Outright International, a non-profit dedicated to the LGBTIQ movement.
Savage X Fenty: Rihanna's lingerie line, Savage X Fenty, remains committed to diversity and inclusion through its product development, marketing, and customer engagement initiatives. One example of this can be found in the brand's "Love Your Way" Valentine's campaign, which was designed to celebrate love in all its forms.
"From the beginning, Rihanna has stood for inclusivity," said Savage X Fenty CMO Vanessa Wallace in an interview with Axios. "Savage X Fenty redefined what inclusive looks like in lingerie. We always say: it's not the size that defines you—it's your confidence."
Brands Stepping Back from DEI
On the flip side, several retailers notably took a step back from DEI initiatives in order to appease their customers, activist investors, and even President Trump. These include:
Tractor Supply: Beginning in June 2024, Tractor Supply announced a sweeping reversal of its corporate diversity and climate initiatives. The company eliminated all DEI roles, retired its DEI goals, and ceased support for non-business activities, such as Pride festivals and voter participation campaigns.
The retailer also withdrew from carbon emissions commitments and stopped submitting data to the Human Rights Campaign.
Lowe's: In 2024, Lowe's announced that it would no longer sponsor or participate in DEI events like parades and festivals. Additionally, it will no longer take part in the Human Rights Campaign annual survey that measures LGBTQ+ workplace inclusion. However, the retailer’s Diversity + Inclusion site still stands, with its corporate messaging reaffirming that “inclusion drives its success.”
Target: In January 2025, Target ended its three-year REACH initiative, renamed "Supplier Diversity" to "Supplier Engagement," and withdrew from external DEI surveys such as the Human Rights Campaign's Corporate Equality Index.
The company also ended a program that was part of its "Belonging at the Bullseye" strategy. This initiative was originally launched in the wake of George Floyd's murder to support Black employees in building meaningful careers and to promote Black-owned businesses.
Walmart: The retailer scrapped public DEI programs in early 2025. Examples include ceasing racial equity training in partnership with the Racial Equity Institute and withdrawing from the Human Rights Campaign's annual Corporate Equality Index. Walmart also took down some LGBTQ merchandise from its website in late 2024.
Victoria's Secret: In March 2025, Victoria's Secret replaced its DEI language with softer terms like "inclusion and belonging" and quietly removed sections on supplier diversity from its website.
Brand DEI Leadership Moves: Shifts and Departures
As DEI becomes increasingly politicized, leadership roles tied to these efforts are under greater scrutiny. Here's what we know:
Dollar General: In July 2024, the company terminated Dr. Johné Battle, its Senior VP and Chief Diversity Officer. Dollar General and Battle are now in the middle of a lawsuit and countersuit in which Battle alleges he was wrongfully terminated for exposing systemic racial inequities within the company and for refusing to suppress those findings.
Nordstrom: In October 2024, Nordstrom's Head of Diversity, Equity, and Inclusion (DEIB), Colleen Mitchell, departed after two years in the role. It's worth noting that the role itself wasn't eliminated; HR leader Carlos Rios served as Interim Head of DEIB, and his LinkedIn profile states that a new DEIB leader was onboarded as of May 2025. That being said, in early 2025, Nordstrom removed DEI references from its 10-K filing and reframed its language around "inclusion and belonging."
Tractor Supply: As mentioned above, the company publicly ended its DEI and climate commitments in 2024 following conservative backlash. However, behind the scenes, some internal efforts appear to be continuing quietly. According to Reuters, Keayana Robinson, a contractor who led diversity data collection at Tractor Supply, was offered a loosely defined role that would be "as closely aligned as possible" to her DEI work. Robinson declined, stating, "I don't want to work for an organization that wants to hide me."
Target: In May 2025, two DEI leaders exited the company: Amy Tu, Chief Legal and Compliance Officer, and A. Christina Hennington, Chief Strategy and Growth Officer. Tu joined Target in 2024 and was a vocal supporter of DEI. Meanwhile, Hennington, a 20+ year Target veteran, was a founding member of the company's Racial Equity Action and Change committee and led a $2 billion initiative to support Black-owned businesses.
Reactions from the Public
Amidst retail's DEI reckoning, influencers and consumers from both sides of the political spectrum haven't shied away from voicing their views.
DEI Pushback
Robby Starbuck: Conservative commentator Robby Starbuck has been one of the most vocal figures rallying against corporate DEI programs. His post calling out Tractor Supply's diversity and climate policies helped fuel a wave of backlash that ultimately led to the company's reversal. Here's one example of Starbuck mobilizing his audience.
"Go woke, go broke": This now-common phrase has become a conservative rallying cry against perceived progressive overreach by corporations. It came from backlash against Bud Light and Disney, and now applies to any business that supports DEI and other "woke" values. A quick search of the phrase or hashtag reveals thousands of posts, ranging from conservatives calling out brands to those celebrating DEI backpedals.
Progressive Praise and Boycotts
Target boycott: Target faced immense backlash when it walked back its DEI efforts this year. Consumers voiced their disappointment across social media, criticizing the company for succumbing to political pressure. Faith leaders also led their own boycott in response to the brand's DEI rollbacks, accusing the company of abandoning Black employees and communities. This post outlines the 40-day boycott initiated by Black pastors.
Dollar General ban: After the firing of its Chief Diversity Officer, Dollar General quietly removed language from its 10-K filing that stated its commitment to diversity and inclusion. As a result, the Rev. Jamal-Harrison Bryant, the Atlanta-based pastor who organized the Target boycott, ordered a similar stance against Dollar General.
Consumer Support for Costco: In contrast, Costco has been widely praised by progressive voices for refusing to back away from its DEI commitments, despite pressure from conservative shareholders and state attorneys general. Supporters are applauding Costco's consistency and integrity, pointing to its shareholder vote as proof that business values don't have to fold under political pressure.
Where'd the Rainbows Go?
During Pride Month in June, progressive consumers took close note of brands that once loudly celebrated the LGBTQ+ community but are now silent or noticeably toned down in their messaging. Examples abound.
Government and Policy Response
From proposed legislation to letters sent directly to corporate boards, policy pressure is influencing how businesses show up on diversity, equity, and inclusion.
Republican state attorneys general have sent formal letters to major law firms and companies like Costco, warning that DEI programs could violate civil rights statutes or corporate merit-based obligations.
Another notable example is Attorney General Pam Bondi's memorandum urging the DOJ to "initiate broad investigations of private companies for civil rights violations related to diversity, equity, and inclusion."
As legal and political scrutiny intensifies, companies are increasingly balancing inclusive goals with regulatory compliance and reputational risk.
Brands Won't Have the Final Word; Culture Will
The DEI landscape has undergone rapid changes, and this trend is likely to continue. From bold commitments to quiet exits, the DEI Barometer will continue to track how brands respond to pressure, policy, and public opinion. Check back for updates.
Diversity, equity, and inclusion (DEI) have become flashpoints in retail.
Some brands have embraced and doubled down on DEI, while others have sidelined their initiatives. As cultural and economic tides shift, retailers face increasing pressure to define their stance.
Enter the DEI Barometer, a resource designed to monitor and analyze how major brands are responding, evolving, or eliminating their DEI strategies in the face of intensified consumer, investor, and political scrutiny.
DEI in Retail by the Numbers
Before diving into who's doing what in DEI, it's worth zooming out to understand the broader trends shaping the conversation.
Here are some highlights:
Corporate mentions of diversity have decreased in 2025: An analysis by Gravity Research found that references to DEI in Fortune 100 company reports are down 72% year over year, signaling a notable retreat from public commitments.
However, DEI mentions are up in earnings calls: DEI came up more frequently in earnings calls than anywhere else—mentions were up 390% from 2024 to 2025, according to Forbes. This surge is largely attributed to increased scrutiny from shareholders, the media, and even the US administration, prompting executives to address DEI topics defensively.
Consumers are sending mixed signals: Does commitment to DEI and other Corporate Social Responsibility (CSR) programs actually impact shopper behavior? Honestly, it's a mixed bag.
Research by Kearney Consumer Institute found that while 39% of consumers say they've boycotted a brand in the past year, 79% say quality matters more than values when making purchase decisions. To make things even more interesting, despite product price and value being top of mind, 68% of consumers think brands should take a stand on social issues and 51% say they've stopped buying from a company that doesn't reflect their values.
Shoppers are voting with their wallets: When it comes to aligning purchases with principles, many consumers are taking action. Target, which scaled back its DEI programs earlier this year, continues to experience a decline in foot traffic, following backlash from customers and the media alike.
Meanwhile, Costco—one of the few major retailers to maintain and reinforce its DEI efforts—has seen steady growth.
Fortune reports that Target's foot traffic fell 1.6% YoY in May 2025—a smaller drop than earlier in the year but still part of a downward trend that began after its rollback announcement in January. Costco, on the other hand, saw a 5.1% increase in foot traffic in May, continuing a positive streak following its decision to stand by its DEI commitments.
Of course, correlation isn't causation. But when paired with consumer sentiment data and boycott activity, the timing of the above data points is hard to ignore.
Who's Doing What in DEI?
Retailers are reshaping their DEI strategies. Some are standing their ground, and others are scaling back.
Here's a rundown of where major brands stand.
Brands Continuing Their DEI investments
Some of the major retailers and brands standing firm with their DEI programs include:
Apple: In a similar move to Costco, 97% of Apple shareholders voted against a proposal to dismantle the company's DEI programs. The proposal, backed by a conservative think tank, urged Apple to follow other high-profile companies that have retreated from DEI.
But leadership stood firm. "We will continue to create a culture of belonging," CEO Tim Cook told shareholders.
Costco: Costco has doubled down on DEI throughout 2025. In January, more than 98% of shareholders rejected a proposal to evaluate its diversity and inclusion practices. Despite political pressure, its board defended DEI.
Costco stood its ground, and the business has seen positive results. By the end of Q1 2025, its stores will have experienced 13 straight weeks of footfall growth.
e.l.f. Beauty: Although e.l.f. Beauty doesn’t have a DEI team, it doesn’t just talk the talk. It clearly walks the walk. About 75% of its 500 employees are women and 40% are people of color. And the company’s latest “So Many Dicks” campaign reaffirms its stance.
Levi's: Levi Strauss was recently in the same boat as Apple. At its April 2025 shareholder meeting, more than 99% of shareholders voted against a proposal to end the company's DEI programs. And in late May 2025, just in time for Pride month, Levi's introduced Meet You In the Park, a Pride collection "celebrating queer joy through self-expression." Levi's also donated to Outright International, a non-profit dedicated to the LGBTIQ movement.
Savage X Fenty: Rihanna's lingerie line, Savage X Fenty, remains committed to diversity and inclusion through its product development, marketing, and customer engagement initiatives. One example of this can be found in the brand's "Love Your Way" Valentine's campaign, which was designed to celebrate love in all its forms.
"From the beginning, Rihanna has stood for inclusivity," said Savage X Fenty CMO Vanessa Wallace in an interview with Axios. "Savage X Fenty redefined what inclusive looks like in lingerie. We always say: it's not the size that defines you—it's your confidence."
Brands Stepping Back from DEI
On the flip side, several retailers notably took a step back from DEI initiatives in order to appease their customers, activist investors, and even President Trump. These include:
Tractor Supply: Beginning in June 2024, Tractor Supply announced a sweeping reversal of its corporate diversity and climate initiatives. The company eliminated all DEI roles, retired its DEI goals, and ceased support for non-business activities, such as Pride festivals and voter participation campaigns.
The retailer also withdrew from carbon emissions commitments and stopped submitting data to the Human Rights Campaign.
Lowe's: In 2024, Lowe's announced that it would no longer sponsor or participate in DEI events like parades and festivals. Additionally, it will no longer take part in the Human Rights Campaign annual survey that measures LGBTQ+ workplace inclusion. However, the retailer’s Diversity + Inclusion site still stands, with its corporate messaging reaffirming that “inclusion drives its success.”
Target: In January 2025, Target ended its three-year REACH initiative, renamed "Supplier Diversity" to "Supplier Engagement," and withdrew from external DEI surveys such as the Human Rights Campaign's Corporate Equality Index.
The company also ended a program that was part of its "Belonging at the Bullseye" strategy. This initiative was originally launched in the wake of George Floyd's murder to support Black employees in building meaningful careers and to promote Black-owned businesses.
Walmart: The retailer scrapped public DEI programs in early 2025. Examples include ceasing racial equity training in partnership with the Racial Equity Institute and withdrawing from the Human Rights Campaign's annual Corporate Equality Index. Walmart also took down some LGBTQ merchandise from its website in late 2024.
Victoria's Secret: In March 2025, Victoria's Secret replaced its DEI language with softer terms like "inclusion and belonging" and quietly removed sections on supplier diversity from its website.
Brand DEI Leadership Moves: Shifts and Departures
As DEI becomes increasingly politicized, leadership roles tied to these efforts are under greater scrutiny. Here's what we know:
Dollar General: In July 2024, the company terminated Dr. Johné Battle, its Senior VP and Chief Diversity Officer. Dollar General and Battle are now in the middle of a lawsuit and countersuit in which Battle alleges he was wrongfully terminated for exposing systemic racial inequities within the company and for refusing to suppress those findings.
Nordstrom: In October 2024, Nordstrom's Head of Diversity, Equity, and Inclusion (DEIB), Colleen Mitchell, departed after two years in the role. It's worth noting that the role itself wasn't eliminated; HR leader Carlos Rios served as Interim Head of DEIB, and his LinkedIn profile states that a new DEIB leader was onboarded as of May 2025. That being said, in early 2025, Nordstrom removed DEI references from its 10-K filing and reframed its language around "inclusion and belonging."
Tractor Supply: As mentioned above, the company publicly ended its DEI and climate commitments in 2024 following conservative backlash. However, behind the scenes, some internal efforts appear to be continuing quietly. According to Reuters, Keayana Robinson, a contractor who led diversity data collection at Tractor Supply, was offered a loosely defined role that would be "as closely aligned as possible" to her DEI work. Robinson declined, stating, "I don't want to work for an organization that wants to hide me."
Target: In May 2025, two DEI leaders exited the company: Amy Tu, Chief Legal and Compliance Officer, and A. Christina Hennington, Chief Strategy and Growth Officer. Tu joined Target in 2024 and was a vocal supporter of DEI. Meanwhile, Hennington, a 20+ year Target veteran, was a founding member of the company's Racial Equity Action and Change committee and led a $2 billion initiative to support Black-owned businesses.
Reactions from the Public
Amidst retail's DEI reckoning, influencers and consumers from both sides of the political spectrum haven't shied away from voicing their views.
DEI Pushback
Robby Starbuck: Conservative commentator Robby Starbuck has been one of the most vocal figures rallying against corporate DEI programs. His post calling out Tractor Supply's diversity and climate policies helped fuel a wave of backlash that ultimately led to the company's reversal. Here's one example of Starbuck mobilizing his audience.
"Go woke, go broke": This now-common phrase has become a conservative rallying cry against perceived progressive overreach by corporations. It came from backlash against Bud Light and Disney, and now applies to any business that supports DEI and other "woke" values. A quick search of the phrase or hashtag reveals thousands of posts, ranging from conservatives calling out brands to those celebrating DEI backpedals.
Progressive Praise and Boycotts
Target boycott: Target faced immense backlash when it walked back its DEI efforts this year. Consumers voiced their disappointment across social media, criticizing the company for succumbing to political pressure. Faith leaders also led their own boycott in response to the brand's DEI rollbacks, accusing the company of abandoning Black employees and communities. This post outlines the 40-day boycott initiated by Black pastors.
Dollar General ban: After the firing of its Chief Diversity Officer, Dollar General quietly removed language from its 10-K filing that stated its commitment to diversity and inclusion. As a result, the Rev. Jamal-Harrison Bryant, the Atlanta-based pastor who organized the Target boycott, ordered a similar stance against Dollar General.
Consumer Support for Costco: In contrast, Costco has been widely praised by progressive voices for refusing to back away from its DEI commitments, despite pressure from conservative shareholders and state attorneys general. Supporters are applauding Costco's consistency and integrity, pointing to its shareholder vote as proof that business values don't have to fold under political pressure.
Where'd the Rainbows Go?
During Pride Month in June, progressive consumers took close note of brands that once loudly celebrated the LGBTQ+ community but are now silent or noticeably toned down in their messaging. Examples abound.
Government and Policy Response
From proposed legislation to letters sent directly to corporate boards, policy pressure is influencing how businesses show up on diversity, equity, and inclusion.
Republican state attorneys general have sent formal letters to major law firms and companies like Costco, warning that DEI programs could violate civil rights statutes or corporate merit-based obligations.
Another notable example is Attorney General Pam Bondi's memorandum urging the DOJ to "initiate broad investigations of private companies for civil rights violations related to diversity, equity, and inclusion."
As legal and political scrutiny intensifies, companies are increasingly balancing inclusive goals with regulatory compliance and reputational risk.
Brands Won't Have the Final Word; Culture Will
The DEI landscape has undergone rapid changes, and this trend is likely to continue. From bold commitments to quiet exits, the DEI Barometer will continue to track how brands respond to pressure, policy, and public opinion. Check back for updates.
Diversity, equity, and inclusion (DEI) have become flashpoints in retail.
Some brands have embraced and doubled down on DEI, while others have sidelined their initiatives. As cultural and economic tides shift, retailers face increasing pressure to define their stance.
Enter the DEI Barometer, a resource designed to monitor and analyze how major brands are responding, evolving, or eliminating their DEI strategies in the face of intensified consumer, investor, and political scrutiny.
DEI in Retail by the Numbers
Before diving into who's doing what in DEI, it's worth zooming out to understand the broader trends shaping the conversation.
Here are some highlights:
Corporate mentions of diversity have decreased in 2025: An analysis by Gravity Research found that references to DEI in Fortune 100 company reports are down 72% year over year, signaling a notable retreat from public commitments.
However, DEI mentions are up in earnings calls: DEI came up more frequently in earnings calls than anywhere else—mentions were up 390% from 2024 to 2025, according to Forbes. This surge is largely attributed to increased scrutiny from shareholders, the media, and even the US administration, prompting executives to address DEI topics defensively.
Consumers are sending mixed signals: Does commitment to DEI and other Corporate Social Responsibility (CSR) programs actually impact shopper behavior? Honestly, it's a mixed bag.
Research by Kearney Consumer Institute found that while 39% of consumers say they've boycotted a brand in the past year, 79% say quality matters more than values when making purchase decisions. To make things even more interesting, despite product price and value being top of mind, 68% of consumers think brands should take a stand on social issues and 51% say they've stopped buying from a company that doesn't reflect their values.
Shoppers are voting with their wallets: When it comes to aligning purchases with principles, many consumers are taking action. Target, which scaled back its DEI programs earlier this year, continues to experience a decline in foot traffic, following backlash from customers and the media alike.
Meanwhile, Costco—one of the few major retailers to maintain and reinforce its DEI efforts—has seen steady growth.
Fortune reports that Target's foot traffic fell 1.6% YoY in May 2025—a smaller drop than earlier in the year but still part of a downward trend that began after its rollback announcement in January. Costco, on the other hand, saw a 5.1% increase in foot traffic in May, continuing a positive streak following its decision to stand by its DEI commitments.
Of course, correlation isn't causation. But when paired with consumer sentiment data and boycott activity, the timing of the above data points is hard to ignore.
Who's Doing What in DEI?
Retailers are reshaping their DEI strategies. Some are standing their ground, and others are scaling back.
Here's a rundown of where major brands stand.
Brands Continuing Their DEI investments
Some of the major retailers and brands standing firm with their DEI programs include:
Apple: In a similar move to Costco, 97% of Apple shareholders voted against a proposal to dismantle the company's DEI programs. The proposal, backed by a conservative think tank, urged Apple to follow other high-profile companies that have retreated from DEI.
But leadership stood firm. "We will continue to create a culture of belonging," CEO Tim Cook told shareholders.
Costco: Costco has doubled down on DEI throughout 2025. In January, more than 98% of shareholders rejected a proposal to evaluate its diversity and inclusion practices. Despite political pressure, its board defended DEI.
Costco stood its ground, and the business has seen positive results. By the end of Q1 2025, its stores will have experienced 13 straight weeks of footfall growth.
e.l.f. Beauty: Although e.l.f. Beauty doesn’t have a DEI team, it doesn’t just talk the talk. It clearly walks the walk. About 75% of its 500 employees are women and 40% are people of color. And the company’s latest “So Many Dicks” campaign reaffirms its stance.
Levi's: Levi Strauss was recently in the same boat as Apple. At its April 2025 shareholder meeting, more than 99% of shareholders voted against a proposal to end the company's DEI programs. And in late May 2025, just in time for Pride month, Levi's introduced Meet You In the Park, a Pride collection "celebrating queer joy through self-expression." Levi's also donated to Outright International, a non-profit dedicated to the LGBTIQ movement.
Savage X Fenty: Rihanna's lingerie line, Savage X Fenty, remains committed to diversity and inclusion through its product development, marketing, and customer engagement initiatives. One example of this can be found in the brand's "Love Your Way" Valentine's campaign, which was designed to celebrate love in all its forms.
"From the beginning, Rihanna has stood for inclusivity," said Savage X Fenty CMO Vanessa Wallace in an interview with Axios. "Savage X Fenty redefined what inclusive looks like in lingerie. We always say: it's not the size that defines you—it's your confidence."
Brands Stepping Back from DEI
On the flip side, several retailers notably took a step back from DEI initiatives in order to appease their customers, activist investors, and even President Trump. These include:
Tractor Supply: Beginning in June 2024, Tractor Supply announced a sweeping reversal of its corporate diversity and climate initiatives. The company eliminated all DEI roles, retired its DEI goals, and ceased support for non-business activities, such as Pride festivals and voter participation campaigns.
The retailer also withdrew from carbon emissions commitments and stopped submitting data to the Human Rights Campaign.
Lowe's: In 2024, Lowe's announced that it would no longer sponsor or participate in DEI events like parades and festivals. Additionally, it will no longer take part in the Human Rights Campaign annual survey that measures LGBTQ+ workplace inclusion. However, the retailer’s Diversity + Inclusion site still stands, with its corporate messaging reaffirming that “inclusion drives its success.”
Target: In January 2025, Target ended its three-year REACH initiative, renamed "Supplier Diversity" to "Supplier Engagement," and withdrew from external DEI surveys such as the Human Rights Campaign's Corporate Equality Index.
The company also ended a program that was part of its "Belonging at the Bullseye" strategy. This initiative was originally launched in the wake of George Floyd's murder to support Black employees in building meaningful careers and to promote Black-owned businesses.
Walmart: The retailer scrapped public DEI programs in early 2025. Examples include ceasing racial equity training in partnership with the Racial Equity Institute and withdrawing from the Human Rights Campaign's annual Corporate Equality Index. Walmart also took down some LGBTQ merchandise from its website in late 2024.
Victoria's Secret: In March 2025, Victoria's Secret replaced its DEI language with softer terms like "inclusion and belonging" and quietly removed sections on supplier diversity from its website.
Brand DEI Leadership Moves: Shifts and Departures
As DEI becomes increasingly politicized, leadership roles tied to these efforts are under greater scrutiny. Here's what we know:
Dollar General: In July 2024, the company terminated Dr. Johné Battle, its Senior VP and Chief Diversity Officer. Dollar General and Battle are now in the middle of a lawsuit and countersuit in which Battle alleges he was wrongfully terminated for exposing systemic racial inequities within the company and for refusing to suppress those findings.
Nordstrom: In October 2024, Nordstrom's Head of Diversity, Equity, and Inclusion (DEIB), Colleen Mitchell, departed after two years in the role. It's worth noting that the role itself wasn't eliminated; HR leader Carlos Rios served as Interim Head of DEIB, and his LinkedIn profile states that a new DEIB leader was onboarded as of May 2025. That being said, in early 2025, Nordstrom removed DEI references from its 10-K filing and reframed its language around "inclusion and belonging."
Tractor Supply: As mentioned above, the company publicly ended its DEI and climate commitments in 2024 following conservative backlash. However, behind the scenes, some internal efforts appear to be continuing quietly. According to Reuters, Keayana Robinson, a contractor who led diversity data collection at Tractor Supply, was offered a loosely defined role that would be "as closely aligned as possible" to her DEI work. Robinson declined, stating, "I don't want to work for an organization that wants to hide me."
Target: In May 2025, two DEI leaders exited the company: Amy Tu, Chief Legal and Compliance Officer, and A. Christina Hennington, Chief Strategy and Growth Officer. Tu joined Target in 2024 and was a vocal supporter of DEI. Meanwhile, Hennington, a 20+ year Target veteran, was a founding member of the company's Racial Equity Action and Change committee and led a $2 billion initiative to support Black-owned businesses.
Reactions from the Public
Amidst retail's DEI reckoning, influencers and consumers from both sides of the political spectrum haven't shied away from voicing their views.
DEI Pushback
Robby Starbuck: Conservative commentator Robby Starbuck has been one of the most vocal figures rallying against corporate DEI programs. His post calling out Tractor Supply's diversity and climate policies helped fuel a wave of backlash that ultimately led to the company's reversal. Here's one example of Starbuck mobilizing his audience.
"Go woke, go broke": This now-common phrase has become a conservative rallying cry against perceived progressive overreach by corporations. It came from backlash against Bud Light and Disney, and now applies to any business that supports DEI and other "woke" values. A quick search of the phrase or hashtag reveals thousands of posts, ranging from conservatives calling out brands to those celebrating DEI backpedals.
Progressive Praise and Boycotts
Target boycott: Target faced immense backlash when it walked back its DEI efforts this year. Consumers voiced their disappointment across social media, criticizing the company for succumbing to political pressure. Faith leaders also led their own boycott in response to the brand's DEI rollbacks, accusing the company of abandoning Black employees and communities. This post outlines the 40-day boycott initiated by Black pastors.
Dollar General ban: After the firing of its Chief Diversity Officer, Dollar General quietly removed language from its 10-K filing that stated its commitment to diversity and inclusion. As a result, the Rev. Jamal-Harrison Bryant, the Atlanta-based pastor who organized the Target boycott, ordered a similar stance against Dollar General.
Consumer Support for Costco: In contrast, Costco has been widely praised by progressive voices for refusing to back away from its DEI commitments, despite pressure from conservative shareholders and state attorneys general. Supporters are applauding Costco's consistency and integrity, pointing to its shareholder vote as proof that business values don't have to fold under political pressure.
Where'd the Rainbows Go?
During Pride Month in June, progressive consumers took close note of brands that once loudly celebrated the LGBTQ+ community but are now silent or noticeably toned down in their messaging. Examples abound.
Government and Policy Response
From proposed legislation to letters sent directly to corporate boards, policy pressure is influencing how businesses show up on diversity, equity, and inclusion.
Republican state attorneys general have sent formal letters to major law firms and companies like Costco, warning that DEI programs could violate civil rights statutes or corporate merit-based obligations.
Another notable example is Attorney General Pam Bondi's memorandum urging the DOJ to "initiate broad investigations of private companies for civil rights violations related to diversity, equity, and inclusion."
As legal and political scrutiny intensifies, companies are increasingly balancing inclusive goals with regulatory compliance and reputational risk.
Brands Won't Have the Final Word; Culture Will
The DEI landscape has undergone rapid changes, and this trend is likely to continue. From bold commitments to quiet exits, the DEI Barometer will continue to track how brands respond to pressure, policy, and public opinion. Check back for updates.
Diversity, equity, and inclusion (DEI) have become flashpoints in retail.
Some brands have embraced and doubled down on DEI, while others have sidelined their initiatives. As cultural and economic tides shift, retailers face increasing pressure to define their stance.
Enter the DEI Barometer, a resource designed to monitor and analyze how major brands are responding, evolving, or eliminating their DEI strategies in the face of intensified consumer, investor, and political scrutiny.
DEI in Retail by the Numbers
Before diving into who's doing what in DEI, it's worth zooming out to understand the broader trends shaping the conversation.
Here are some highlights:
Corporate mentions of diversity have decreased in 2025: An analysis by Gravity Research found that references to DEI in Fortune 100 company reports are down 72% year over year, signaling a notable retreat from public commitments.
However, DEI mentions are up in earnings calls: DEI came up more frequently in earnings calls than anywhere else—mentions were up 390% from 2024 to 2025, according to Forbes. This surge is largely attributed to increased scrutiny from shareholders, the media, and even the US administration, prompting executives to address DEI topics defensively.
Consumers are sending mixed signals: Does commitment to DEI and other Corporate Social Responsibility (CSR) programs actually impact shopper behavior? Honestly, it's a mixed bag.
Research by Kearney Consumer Institute found that while 39% of consumers say they've boycotted a brand in the past year, 79% say quality matters more than values when making purchase decisions. To make things even more interesting, despite product price and value being top of mind, 68% of consumers think brands should take a stand on social issues and 51% say they've stopped buying from a company that doesn't reflect their values.
Shoppers are voting with their wallets: When it comes to aligning purchases with principles, many consumers are taking action. Target, which scaled back its DEI programs earlier this year, continues to experience a decline in foot traffic, following backlash from customers and the media alike.
Meanwhile, Costco—one of the few major retailers to maintain and reinforce its DEI efforts—has seen steady growth.
Fortune reports that Target's foot traffic fell 1.6% YoY in May 2025—a smaller drop than earlier in the year but still part of a downward trend that began after its rollback announcement in January. Costco, on the other hand, saw a 5.1% increase in foot traffic in May, continuing a positive streak following its decision to stand by its DEI commitments.
Of course, correlation isn't causation. But when paired with consumer sentiment data and boycott activity, the timing of the above data points is hard to ignore.
Who's Doing What in DEI?
Retailers are reshaping their DEI strategies. Some are standing their ground, and others are scaling back.
Here's a rundown of where major brands stand.
Brands Continuing Their DEI investments
Some of the major retailers and brands standing firm with their DEI programs include:
Apple: In a similar move to Costco, 97% of Apple shareholders voted against a proposal to dismantle the company's DEI programs. The proposal, backed by a conservative think tank, urged Apple to follow other high-profile companies that have retreated from DEI.
But leadership stood firm. "We will continue to create a culture of belonging," CEO Tim Cook told shareholders.
Costco: Costco has doubled down on DEI throughout 2025. In January, more than 98% of shareholders rejected a proposal to evaluate its diversity and inclusion practices. Despite political pressure, its board defended DEI.
Costco stood its ground, and the business has seen positive results. By the end of Q1 2025, its stores will have experienced 13 straight weeks of footfall growth.
e.l.f. Beauty: Although e.l.f. Beauty doesn’t have a DEI team, it doesn’t just talk the talk. It clearly walks the walk. About 75% of its 500 employees are women and 40% are people of color. And the company’s latest “So Many Dicks” campaign reaffirms its stance.
Levi's: Levi Strauss was recently in the same boat as Apple. At its April 2025 shareholder meeting, more than 99% of shareholders voted against a proposal to end the company's DEI programs. And in late May 2025, just in time for Pride month, Levi's introduced Meet You In the Park, a Pride collection "celebrating queer joy through self-expression." Levi's also donated to Outright International, a non-profit dedicated to the LGBTIQ movement.
Savage X Fenty: Rihanna's lingerie line, Savage X Fenty, remains committed to diversity and inclusion through its product development, marketing, and customer engagement initiatives. One example of this can be found in the brand's "Love Your Way" Valentine's campaign, which was designed to celebrate love in all its forms.
"From the beginning, Rihanna has stood for inclusivity," said Savage X Fenty CMO Vanessa Wallace in an interview with Axios. "Savage X Fenty redefined what inclusive looks like in lingerie. We always say: it's not the size that defines you—it's your confidence."
Brands Stepping Back from DEI
On the flip side, several retailers notably took a step back from DEI initiatives in order to appease their customers, activist investors, and even President Trump. These include:
Tractor Supply: Beginning in June 2024, Tractor Supply announced a sweeping reversal of its corporate diversity and climate initiatives. The company eliminated all DEI roles, retired its DEI goals, and ceased support for non-business activities, such as Pride festivals and voter participation campaigns.
The retailer also withdrew from carbon emissions commitments and stopped submitting data to the Human Rights Campaign.
Lowe's: In 2024, Lowe's announced that it would no longer sponsor or participate in DEI events like parades and festivals. Additionally, it will no longer take part in the Human Rights Campaign annual survey that measures LGBTQ+ workplace inclusion. However, the retailer’s Diversity + Inclusion site still stands, with its corporate messaging reaffirming that “inclusion drives its success.”
Target: In January 2025, Target ended its three-year REACH initiative, renamed "Supplier Diversity" to "Supplier Engagement," and withdrew from external DEI surveys such as the Human Rights Campaign's Corporate Equality Index.
The company also ended a program that was part of its "Belonging at the Bullseye" strategy. This initiative was originally launched in the wake of George Floyd's murder to support Black employees in building meaningful careers and to promote Black-owned businesses.
Walmart: The retailer scrapped public DEI programs in early 2025. Examples include ceasing racial equity training in partnership with the Racial Equity Institute and withdrawing from the Human Rights Campaign's annual Corporate Equality Index. Walmart also took down some LGBTQ merchandise from its website in late 2024.
Victoria's Secret: In March 2025, Victoria's Secret replaced its DEI language with softer terms like "inclusion and belonging" and quietly removed sections on supplier diversity from its website.
Brand DEI Leadership Moves: Shifts and Departures
As DEI becomes increasingly politicized, leadership roles tied to these efforts are under greater scrutiny. Here's what we know:
Dollar General: In July 2024, the company terminated Dr. Johné Battle, its Senior VP and Chief Diversity Officer. Dollar General and Battle are now in the middle of a lawsuit and countersuit in which Battle alleges he was wrongfully terminated for exposing systemic racial inequities within the company and for refusing to suppress those findings.
Nordstrom: In October 2024, Nordstrom's Head of Diversity, Equity, and Inclusion (DEIB), Colleen Mitchell, departed after two years in the role. It's worth noting that the role itself wasn't eliminated; HR leader Carlos Rios served as Interim Head of DEIB, and his LinkedIn profile states that a new DEIB leader was onboarded as of May 2025. That being said, in early 2025, Nordstrom removed DEI references from its 10-K filing and reframed its language around "inclusion and belonging."
Tractor Supply: As mentioned above, the company publicly ended its DEI and climate commitments in 2024 following conservative backlash. However, behind the scenes, some internal efforts appear to be continuing quietly. According to Reuters, Keayana Robinson, a contractor who led diversity data collection at Tractor Supply, was offered a loosely defined role that would be "as closely aligned as possible" to her DEI work. Robinson declined, stating, "I don't want to work for an organization that wants to hide me."
Target: In May 2025, two DEI leaders exited the company: Amy Tu, Chief Legal and Compliance Officer, and A. Christina Hennington, Chief Strategy and Growth Officer. Tu joined Target in 2024 and was a vocal supporter of DEI. Meanwhile, Hennington, a 20+ year Target veteran, was a founding member of the company's Racial Equity Action and Change committee and led a $2 billion initiative to support Black-owned businesses.
Reactions from the Public
Amidst retail's DEI reckoning, influencers and consumers from both sides of the political spectrum haven't shied away from voicing their views.
DEI Pushback
Robby Starbuck: Conservative commentator Robby Starbuck has been one of the most vocal figures rallying against corporate DEI programs. His post calling out Tractor Supply's diversity and climate policies helped fuel a wave of backlash that ultimately led to the company's reversal. Here's one example of Starbuck mobilizing his audience.
"Go woke, go broke": This now-common phrase has become a conservative rallying cry against perceived progressive overreach by corporations. It came from backlash against Bud Light and Disney, and now applies to any business that supports DEI and other "woke" values. A quick search of the phrase or hashtag reveals thousands of posts, ranging from conservatives calling out brands to those celebrating DEI backpedals.
Progressive Praise and Boycotts
Target boycott: Target faced immense backlash when it walked back its DEI efforts this year. Consumers voiced their disappointment across social media, criticizing the company for succumbing to political pressure. Faith leaders also led their own boycott in response to the brand's DEI rollbacks, accusing the company of abandoning Black employees and communities. This post outlines the 40-day boycott initiated by Black pastors.
Dollar General ban: After the firing of its Chief Diversity Officer, Dollar General quietly removed language from its 10-K filing that stated its commitment to diversity and inclusion. As a result, the Rev. Jamal-Harrison Bryant, the Atlanta-based pastor who organized the Target boycott, ordered a similar stance against Dollar General.
Consumer Support for Costco: In contrast, Costco has been widely praised by progressive voices for refusing to back away from its DEI commitments, despite pressure from conservative shareholders and state attorneys general. Supporters are applauding Costco's consistency and integrity, pointing to its shareholder vote as proof that business values don't have to fold under political pressure.
Where'd the Rainbows Go?
During Pride Month in June, progressive consumers took close note of brands that once loudly celebrated the LGBTQ+ community but are now silent or noticeably toned down in their messaging. Examples abound.
Government and Policy Response
From proposed legislation to letters sent directly to corporate boards, policy pressure is influencing how businesses show up on diversity, equity, and inclusion.
Republican state attorneys general have sent formal letters to major law firms and companies like Costco, warning that DEI programs could violate civil rights statutes or corporate merit-based obligations.
Another notable example is Attorney General Pam Bondi's memorandum urging the DOJ to "initiate broad investigations of private companies for civil rights violations related to diversity, equity, and inclusion."
As legal and political scrutiny intensifies, companies are increasingly balancing inclusive goals with regulatory compliance and reputational risk.
Brands Won't Have the Final Word; Culture Will
The DEI landscape has undergone rapid changes, and this trend is likely to continue. From bold commitments to quiet exits, the DEI Barometer will continue to track how brands respond to pressure, policy, and public opinion. Check back for updates.
Continue Reading...
THIS ARTICLE IS FOR MEMBERS ONLY
Insights and futurism for executives in eCom and Retail
Those things we shouldn’t say out loud? We say them on the private feed. Bi-weekly “after dark” podcasts and a members-only newsletter, just for subscribers.
Our research reports combine visionary thinking with data-backed findings from our own advisory panel, made up of leaders at brands you know and trust.
Upskill, cross-skill, and future-proof your teams with Future Commerce Learning, the leading digital eCommerce learning platform, created by professional educators.
![[Member Brief] The First 100 Days: Reshaping a Modern Commerce Department on the World Stage](https://cdn.prod.website-files.com/5d7da04028ecca2357d6b3b0/6806bae31f3060a6d4269110_Member%20Brief%20(1).jpg)
