At the 2025 Grammys, Global Impact Award winner Alicia Keys used her time at the mic to state, “DEI is not a threat, it’s a gift.” With Diversity, Equity, and Inclusion (DEI) under attack from the Trump Administration, making the case for DEI to millions of people was inspiring.

And it’s not just major stars stating the case for DEI. Big box retailer Costco made a strong argument for DEI in response to a shareholder resolution asking the company for a report on the risks of DEI.  The Costco Board’s statement in response is worth quoting at length: 

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 … and reinforce with everyone at our Company the importance of creating opportunities for all. We believe that these efforts enhance our capacity to attract and retain employees who will help our business succeed … As our membership diversifies, we believe that serving it with a diverse group of employees enhances satisfaction … And we believe (and member feedback shows) that many of our members like to see themselves reflected in the people in our warehouses with whom they interact. 

Having diversity in our supplier base, including appropriate attention to small businesses, is beneficial for many of the same reasons diversity benefits our Company. We believe that it fosters creativity and innovation in the merchandise and services that we offer our members. 

Costco’s shareholders agreed with the Board with 98 percent voting against the resolution. Shareholders were likely unpersuaded by the proponents’ over-the-top characterization of DEI:  "Diversity, equity and inclusion ….is weaponized language concealing a radical Marxist agenda."  That’s because shareholders realize the obvious: DEI is good for creating a welcoming and innovative space that benefits employees, customers, and suppliers – it’s good for morale and for business.     

And Costco is not alone.  A recent survey of 1,000 companies found that only five percent were cutting back on DEI while 22 percent are increasing their DEI budgets.  Apple, JP Morgan Chase, Microsoft, and several other Fortune 500 companies recently reiterated their support for DEI.  And multiple research studies document the benefits of DEI to corporate culture and performance. 

So, What’s Up with Walmart and Target? 

But some companies are walking back their commitments to DEI.  Two notable recent companies in retreat are mega-retailers Walmart and Target.    

Walmart made DEI commitments in 2020 following the murder of George Floyd and the resulting protests.  But in November 2024, the company announced it was “ending racial equity training programs for staff and evaluating programs designed to increase supplier diversity.” And Walmart announced it was ending its five-year, $100 million commitment to the Center for Racial Equity, as well as its support for Pride celebrations and participation in the Human Rights Campaign’s Corporate Equality Index. 

Target similarly rolled back its DEI programs and support for Pride.  The company says it concluded its three-year DEI goals as planned, is rebranding its supplier diversity team to “supplier engagement,” and is ending its participation in the Human Rights Campaign’s Corporate Equality Index. Tellingly, its chief community impact and equity officer stated, “as a retailer that serves millions of consumers every day, we understand the importance of staying in step with the evolving external landscape, now and in the future.” 

This mention of “the evolving external landscape” is likely referencing Donald Trump’s return to the White House and his administration’s hostility to DEI.  Administration attacks on DEI, starting with the federal government agencies, are causing concerns for any private entity that supports DEI.   

Trump’s attorney general, Pam Bondi, issued a memo on Day 1 telling Department of Justice staff to “investigate, eliminate, and penalize” private sector companies and universities for “illegal” DEI practices.  Left unclear is how corporate DEI practices are illegal; in fact, corporate training on preventing harassment and discrimination (often part of DEI) can actually protect companies from discrimination lawsuits.   

The “evolving external landscape” changing is also likely a nod to the targeting of companies by right-wing activists, including Robby Starbuck, the former music video producer turned opponent of DEI.  But by rolling back commitments to Black, Brown, and LGBTQ+ employees, suppliers, and customers risks creating backlash from millions of customers, as well as demoralizing employees and ultimately reducing profits. 

Time to Act 

That backlash from customers is already here.  Soon after Target’s announcement, activists protested outside the company’s headquarters and called for a boycott of the company. At the protest, civil rights attorney Nekima Levy Armstrong told MPR news that she attributes Target’s walking back of DEI to Trump’s threats, but goes on to say, “They (Target) acted cowardly, and they made the decision to bow down to the Trump administration, when we are here today, saying we will not bow down.”  

But, some of the Black-owned businesses that sell at Target have asked customers not to boycott their products at the retailers, since so much of their revenue comes from sales on the company’s shelves. 

So, what can you do as a consumer? 

• Support Black-owned and other diversely owned businesses at Target. For example, you can go to Target and purchase only those products from Black and diversely owned businesses such as Black Girl Sunscreen and Black & Bold coffee. Buy only products from diversely owned companies, and nothing else. While you are there, let the store manager know what you purchased and why, and that you won't be purchasing anything else.  
• Then send the same message out on your social media and call the company's 800 line (see below).  
• Purchase directly from Black-owned businesses.  If you no longer want to step foot in Target or Walmart, you can support Black-owned businesses directly through their websites.  
• Take part in the February 28, 2025 blackout by not purchasing from any major retailers for one day.  Organizers are asking people to purchase from a local or small business instead if they need to make a purchase. 
• Check out the NAACP’s The Black Consumer Advisory for strategies to support Black-owned businesses and companies that support DEI. 
• Shop from Green America’s Green Business Network, with hundreds of small green businesses offering thousands of products.  Use the “Search by Ownership” filter to find diversely owned businesses, including Black-, women-, LGBTQ-, LatinX-, Asian American-, Indigenous-, and disability-owned companies.   

Take Further Action 

Upset with Target’s, Walmart’s, and other companies’ walking back of DEI?  Let them know you prefer to shop at stores that value diversity in their workforce, suppliers, and customers.  A simple message expressing your disappointment and asking the companies to reconsider their stance on the companies’ social media page can go a long way.   

• You can comment on Walmart’s Facebook or Instagram. 
• You can comment on Target’s Facebook or Instagram. 
• You can call Walmart at 800-925-6278. 
• You can call Target at 800-440-0680. 

You can also reach out to the companies through chats and forms on their website. 

Similarly, letting companies like Costco know that you applaud their continued support for DEI can help these companies stand strong. 

And join Green America today – members will receive our next Green American Magazine, which dives into the value of DEI in companies small and large.