Corporate DEI Mentions Have Plummeted—But the Brands Doubling Down Are Winning Trust

Recent data shows a striking shift in the corporate landscape: according to Forbes, Diversity, Equity, and Inclusion (DEI) in earnings calls, press releases, and executive statements have dropped by 72% in 2025. This marks a dramatic retreat from the vocal commitments many companies made just a few years ago, particularly in the wake of the 2020 racial justice movement. 

Why the pullback? 

Much of it seems driven by political pressure, legal challenges, and growing public skepticism. Executives may worry about being caught in the crossfire of polarizing debates or facing accusations of “virtue signaling.” In some sectors, there's a feeling that the safest route is to remain silent and concentrate solely on performance metrics. 

Target’s experience in 2025 is a cautionary tale: after walking back certain inclusive initiatives amid public backlash, the company faced criticism from both sides, losing trust among core customer segments while failing to appease detractors.

But here’s the paradox: while public statements regarding DEI are diminishing, companies that uphold strong, value-driven reputations are experiencing measurable gains. 

A recent Axios report highlights that Patagonia, Costco, and Microsoft, all recognized for their consistent commitments to DEI, employee well-being, and environmental sustainability, have experienced surges in public trust and brand reputation in 2025. These companies didn’t just talk about values when they were trendy; they integrated them into their operations, policies, and leadership decisions, and they remained steadfast. 

So, what’s the takeaway for business leaders? 

It’s easy to interpret the current backlash against DEI as a reason to disengage, defund, or remain silent. However, the deeper message is this: people notice consistency. Reputation isn’t built in a press release; it’s built over time through actions aligned with values. 

Pulling back from DEI may appear to be a risk mitigation strategy, but it could result in longer-term reputational risks, particularly among younger consumers, talent, and investors who expect organizations to lead with integrity—even when faced with challenges. 

If your organization’s values include equity, inclusion, or social responsibility, now is not the time to remain silent. It's time to become clearer, more intentional, and more aligned between what you say and what you do. 

Whether you're in HR, comms, operations, or the C-suite, this is a defining moment to ask: 

·       What do we stand for? 

·       Are we showing up in a way that builds long-term trust? 

·       Are we willing to stay committed when the spotlight fades? 

I’d love to hear from others navigating this balance. What do you observe in your industry or organization?