Here are 11 major companies standing up for 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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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.

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 is the company on this list that deserves the biggest round of applause. 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."

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.”

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.

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.

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."

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.

Goldman Sachs

Goldman Sachs has been advancing diversity, equity, and inclusion 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.”

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 BLM 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.,

Coca-Cola

While ita rivals 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. The company celebrated Black women by sponsoring the 2024 Essence Fest in New Orleans and honored rising Black golf stars from historically Black colleges and universities at the United Golfers Association Invitational in Florida during Black History Month this year. 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 it should be noted that 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.

Here are 11 major companies standing up for DEI

Eva Berry