THE ATTACK ON DEI: WHY WE EXIST
Diversity, Equity, and Inclusion (DEI) is not new. DEI policies in the United States began in the 1960s, emerging alongside the Civil Rights Movement to address systemic discrimination in education, employment and public institutions. Affirmative action policies, equal employment laws and workplace inclusion efforts were some of the earliest forms of DEI initiatives. However, in the wake of George Floyd’s murder in 2020, DEI took center stage as corporate America made public commitments to address systemic inequities that have long hindered the economic mobility of Black people and other marginalized communities. Many companies expanded or implemented DEI initiatives as a step toward righting centuries of discriminatory policies and economic exclusion.. Today, those efforts are under attack. Donald Trump’s Executive Orders seek to dismantle DEI programs, barring federal contractors from providing workplace diversity training that addresses systemic racism. Far-right groups like America First Legal and The American Alliance for Equal Rights are weaponizing the courts to sue corporations that invest in DEI, suing companies such as American Airlines and Target as well as venture capitalists like Fearless Fund, which provides opportunities to Black women entrepreneurs. Corporations that once pledged to invest in DEI are now quietly scaling back or eliminating these commitments—often without public acknowledgment. These rollbacks are not just about corporate policy; they represent an organized effort to erase the progress made toward economic equity. DEI Watch exists to ensure that the public has full transparency on where corporations stand.
OUR MISSION
DEI Watch tracks the corporate response to DEI initiatives—who’s standing firm, who’s scaling back and who’s actively dismantling diversity efforts. We monitor corporate commitments and political donations to give consumers a clearer picture of where companies are putting their dollars. While we cannot tell you where to shop, we believe Black dollars are powerful. As consumers, we have the right to make informed decisions about the brands we support. Collectively, we can use our economic influence to drive change, invest in brands that align with our values and support Black-owned businesses.
THE TRUTH ABOUT DEI AND MERIT
One of the biggest misconceptions about DEI is that it diminishes merit or prioritizes less-qualified candidates over others. That is simply false. DEI ensures that everyone has a fair chance to compete. It removes systemic barriers that have historically excluded qualified Black professionals, women, and other underrepresented groups—not by lowering standards, but by ensuring opportunities are accessible to all. Hiring has never been solely based on merit. Studies show that Black women are the most educated demographic in the U.S. and yet still face wage gaps and hiring discrimination in industries dominated by white men. Black business owners receive significantly less funding than their white counterparts—not because of a lack of ability, but due to historical biases, lack of access to capital and exclusion from networking opportunities. According to the Federal Reserve, Black entrepreneurs are twice as likely to be denied bank loans compared to white business owners, even when controlling for creditworthiness.DEI is about fairness and access—ensuring that merit is truly the standard by eliminating the racial and economic barriers that have long dictated who gets a seat at the table.
Also, DEI is not just about race—it is about ensuring opportunity and inclusion for all historically marginalized groups. DEI initiatives advocate for: people with disabilities – ensuring workplace accessibility, accommodations and equal hiring opportunities; women – combating gender pay gaps, workplace discrimination and leadership disparities; LGBTQ+ individuals – fostering inclusive work environments free from bias and harassment; veterans – removing systemic barriers to employment; etc.
HOW TO USE THIS SITE
DEI Watch is a consumer resource to help you make informed purchasing decisions.
Search for a company to see where they stand on DEI.
Understand corporate influence by tracking companies that contribute significantly to anti-DEI political efforts.
Use your purchasing power to support brands that uphold diversity and inclusion.
We believe transparency leads to accountability, and with collective action, we can ensure that corporations honor their commitments to equity and economic justice.
