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Despite many high-profile companies apparently bowing to pressure from the Trump White House to step away from their DEI programs, is it a full-scale retreat for diversity initiatives or merely a rebranding?
Companies making the decision to drop diversity, equity, and inclusion (DEI) hiring goals are continuing to fuel a debate over the future of corporate diversity efforts in the face of that political and legal pressure.
Despite an apparent retreat in the face of right-wing pressure around DEI, Google CEO Sundar Pichai (pictured) has, for instance, assured employees that the company remains committed to a representative workforce but acknowledged the need to comply with new legal frameworks.
Among the most significant changes is the rebranding of the firm’s Chief Diversity Officer, Melonie Parker, whose title has been adjusted to Vice President of Googler Engagement.
Many US companies are attempting to navigate evolving political and legal turmoil by softening or rebranding their DEI initiatives rather than eliminating them altogether.
Rebranding diversity in a shifting legal climate
The tech sector has been at the forefront of corporate DEI initiatives but, in the wake of political change, companies are adjusting their approach.
Shortly after returning to the White House, Donald Trump signed an executive order in January 2025 dismantling federal DEI programs, with agencies directed to scrutinize corporate compliance. Nearly 50 businesses, including The Walt Disney Company, have already been targeted for potential violations.
The move has intensified scrutiny on DEI efforts, forcing businesses to reassess the language and structure of their initiatives.
Many, including Google, are pivoting toward alternative terminology to maintain diversity-focused programs without attracting political backlash.
JPMorgan, for instance, has substituted “equity” with “opportunity” in its initiatives, while Walmart has adopted “Walmart for everyone.”
A recent study by Paradigm found a 22% decline in the use of “DEI” and “diversity” among Fortune 100 companies between 2023 and 2024, while terms like “belonging” have risen by 59%.
Substance or semantics?
While the terminology may be changing, experts suggest that corporate DEI strategies remain largely intact. Companies like Amazon have restructured their programs, consolidating diversity-focused efforts under new branding.
Candi Castleberry, Amazon’s former VP of Global Diversity Equity and Inclusion, now leads the newly named “Inclusive Experiences & Technology” division.
The trend extends beyond corporate giants. Workplace consultants who once marketed DEI solutions are also adjusting their messaging.
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Joelle Emerson, founder of Paradigm, noted that while her firm initially embraced the DEI label, it later shifted focus toward “inclusive, high-performance culture.”
Similarly, leadership consultant Devika Brij has distanced her work from DEI, emphasizing career development instead.
Despite the rebranding, corporate leaders must still tread carefully. The Equal Employment Opportunity Commission (EEOC) recently issued guidance warning that employee resource groups (ERGs) could be seen as violating Trump’s executive order if deemed exclusionary.
While Google insists its ERGs remain open to all, broader legal uncertainty persists.
With the regulatory landscape rapidly evolving, companies face tough decisions about maintaining DEI efforts without triggering compliance risks.
As businesses recalibrate their approach, HR leaders are left asking whether it is a necessary strategic pivot, a retreat from the fundamental principles of workplace equity or merely a change in the form of words.
What do you think? Has DEI simply undergone a change of identity, or are companies really backing away from diversity? Share your thoughts in the comment box below.
