US firms that kept DEI policies despite ‘go woke, go broke’ threats thrived
Summary
Research shows that U.S. companies that kept their diversity, equity, and inclusion (DEI) policies after President Trump's 2025 executive orders performed just as well financially as those that dropped them. Some companies, like Apple and Costco, maintained DEI efforts and even saw better stock results shortly after the orders.Key Facts
- In January 2025, President Trump ended DEI policies within the federal government and pressured companies to stop supporting DEI.
- Companies such as Google, Goldman Sachs, McDonald’s, and Walmart publicly ended their DEI policies after the orders.
- Companies like Apple, Costco, and Delta Air Lines kept their DEI policies and performed equally well or better in the stock market compared to others.
- The research measured company performance using "abnormal returns," which compare expected vs. actual stock results.
- Some companies may have continued DEI policies because they knew their customers supported them.
- The “go woke, go broke” movement gained strength in 2023 with conservative boycotts hitting companies like Bud Light and Target.
- Legal setbacks, like the Supreme Court ruling against race-conscious admissions in 2023, increased pressure on corporate DEI efforts.
- Many companies adjusted or rebranded their DEI initiatives to cope with legal and political challenges rather than completely abandoning them.
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