DEI policies thrive despite political pressure: A corporate resilience story

A new report challenges the myth that companies fail when they embrace diversity and inclusion.

Told by Claire Lawson · 20 August 2026

A recent report shatters the myth that companies suffer when they champion diversity and inclusion. After President Trump issued an executive order in early 2025 threatening penalties for firms supporting DEI initiatives, many companies chose to stand their ground. Notable names like Costco, Apple, and Delta Air Lines maintained their commitments to DEI, while others — including Amazon, McDonald’s, and Boeing — caved to right-wing pressure.

Jacob Grumbach, an associate professor at UC, analyzed stock returns post-executive order and found no detrimental effects for those who kept their DEI policies intact. Contrary to the belief that DEI policies unfairly advantage marginalized candidates, they primarily ensure equitable access to hiring processes.

The backlash against companies embracing LGBTQ+ visibility was exemplified by Bud Light’s promotion of trans influencer Dylan Mulvaney, leading to a right-wing boycott that cost the brand billions.

Despite conservative claims of a widespread trend, recent box office successes like Christopher Nolan’s The Odyssey and Barbie have proven that diverse representation does not equate to failure. Grumbach emphasized that companies have the power to resist political pressure and still thrive, suggesting a shift in corporate America’s approach to DEI could be on the horizon.