According to Financial Times News, Elon Musk proclaimed “DEI must DIE” in 2023, followed by Donald Trump’s January 2025 executive orders to end inclusion programs upon returning to the White House. Weeks into his second term, Trump attacked Apple on Truth Social, demanding they “GET RID OF DEI RULES” and calling DEI a “HOAX.” Apple CEO Tim Cook responded by gifting Trump a sculpture with a 24-karat gold base rather than eliminating DEI programs. Meanwhile, a More in Common survey shows 56% of UK respondents want businesses to maintain or increase EDI efforts. High-profile DEI executive departures have left many CEOs uncertain about how to proceed amid political pressure and reputation risks.
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Political Pressure Meets Commercial Reality
Here’s the thing – when the White House starts issuing all-caps demands, executives get nervous. But they’re also looking at their bottom lines. Companies like e.l.f. Beauty are publicly sticking with diversity initiatives because they see competitive advantage. Most leaders, though, are playing it much quieter.
In today’s slower job market, executives figure they can scale back DEI commitments without immediate consequences. Workers aren’t jumping ship like they were in 2021. Younger employees especially are staying put, partly because they’re worried AI might take their jobs. And senior managers? They’re keeping their heads down to avoid attracting presidential Twitter rage.
The Reincarnation Playbook
So what’s actually happening behind the scenes? DEI isn’t disappearing – it’s just getting rebranded. Companies are focusing on concepts like “respect,” “fairness,” and “dignity” instead of the politically charged DEI label. The UK research shows people respond better to these values than talk about “systemic barriers.”
Basically, the smart companies are baking inclusion into their core values rather than treating it as a separate program. They’re connecting diversity to commercial outcomes – reaching more customers, understanding shifting demographics, building authentic brands. In an age where consumers can follow factory workers on TikTok, authenticity matters more than ever.
Where This Is Headed
The companies that survive this political storm will be those that make inclusion fundamental to how they operate, not just something they talk about in HR meetings. They’ll connect diversity to tangible business results – better products, stronger customer relationships, more innovative teams.
Look, the old DEI model needed work anyway. Too many programs lacked clear evidence of impact. Now there’s pressure to show real returns, and that might actually make inclusion efforts more effective in the long run. The acronym might change, but the need for diverse perspectives isn’t going anywhere. If anything, in our increasingly polarized world, it’s becoming more crucial than ever.
