WSJ Your Money Briefing Corporate America’s Attempt to Rebrand DEI Programs
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Jun 24, 2025 Callum Borchers, a Wall Street Journal On the Clock columnist, dives into the surprising backtrack of corporate America from their once-proud DEI initiatives. He reveals how companies are shifting focus to employee engagement to sidestep criticism. The discussion also covers the retreat from public LGBT support, highlighting companies like Hertz that have scaled back their advocacy. Borchers explores how changing political dynamics are reshaping DEI efforts, influencing branding and employee perceptions.
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DEI Programs Go Incognito
- Companies are shifting their diversity, equity, and inclusion (DEI) programs to be less visible publicly.
- This change reflects a balance between maintaining inclusive hiring and avoiding political scrutiny.
Companies Balance DEI Risks and Rewards
- Companies want to keep the benefits of DEI while avoiding political backlash.
- They face scrutiny from conservatives and regulatory actions but still seek diverse talent and customers.
Rebranding DEI to Avoid Criticism
- Firms rebrand or rename DEI efforts to sound less controversial, like changing DEI officer titles.
- Hiring partnerships target diverse applicant pools more subtly, avoiding explicit DEI branding.