The Semantic Implications of DEI Rollbacks

How Brands Should Navigate a New Reality

MAR 21, 2025

Over the past year, Diversity, Equity, and Inclusion (DEI) has shifted from a corporate buzzword to a legal and political battleground. Following the 2024 U.S. elections and regulatory changes, Fortune 500 companies have been forced to rethink, rebrand, or roll back their DEI strategies altogether.

For marketing executives, brand strategists, and corporate leaders, this seismic shift presents both a challenge and an opportunity. The question is no longer just “Should we invest in DEI?” but rather “How do we position DEI in a way that aligns with shifting consumer sentiment, political pressures, and brand reputation?”

Tech & Finance are maintaining DEI but rebranding it. Companies like Apple, JPMorgan Chase, and USAA have chosen semantic rebranding over outright elimination. Apple still invests in DEI but downplays the terminology, while USAA has replaced “Diversity, Equity, and Inclusion” with “Belonging”—a softer term that resonates across political divides.

Retail & Manufacturing are scaling back fastest. Brands like Walmart, Target, John Deere, and Ford have either removed DEI programs entirely or stopped publicly discussing them. These industries face stronger consumer and regulatory pressures—from conservative activist boycotts to legal challenges over supplier diversity.

Entertainment & Media Are Split. Disney, Netflix, and Warner Bros. have strategically toned down DEI language while scaling back representation-focused initiatives. Meanwhile, NBCUniversal has kept its DEI strategy intact, betting that its audience base still values inclusivity.

The biggest surprise is that Meta & Goldman Sachs' are doing complete 180os and rolling back policies, Meta dismantled its DEI team entirely, removing all explicit references to the term. Goldman Sachs, once a leader in boardroom diversity, has dropped its diversity requirements for executive hiring. This marks a stark reversal from the pro-DEI commitments these companies made just two years ago.

But, pragmatically, what can and should brand do?

For marketing and corporate leaders, the response to this new DEI reality isn’t black and white—it’s strategic. Here are the broad directions for brands to adapt:

Monitor Public & Political Sentiment Closely – DEI isn’t going away—it’s evolving. Consumer and investor sentiment could swing back in favor of diversity commitments in a few years. Brands that pivot smartly today can avoid major course corrections later.

Align with Your Core Audience – Retailers serving middle America are rolling back DEI faster than finance and tech firms, whose employees and customers lean progressive. Know where your brand sits.

Silent vs. Loud Commitments – What is imperative and lasting is policy over posture. Companies that still invest in DEI are moving away from loud public statements and focusing on quiet execution. If keeping a program invites political scrutiny, consider less public-facing strategies like employee resource groups and internal initiatives.

Rebrand, Don’t Remove – For us at Prxy AI, this is where we see ways to lean into semantics. DEI remains core to your values, consider semantic shifts that align with changing sentiment. Terms like "Inclusion & Opportunity" or "Fairness & Belonging" help retain the mission without igniting backlash.

Final Thought: This is a Long Game, Not a Trend

For marketing leaders, the DEI rollback isn’t just about compliance or avoiding backlash—it’s a brand strategy decision. The companies that find the balance between inclusivity and pragmatism will emerge stronger.

So, as DEI shifts from an explicit corporate priority to a more nuanced approach, the question remains: Will your brand reframe the conversation—or retreat from it altogether?

While these are high level examples, if you want to understand how DEI issues are impacting your category, brand and competitors, reach out. We can analyze semantic implications down to local levels to understand specific sentiment and recommend the appropriate strategies. Reach out!

How do you think brands should be adapting to this shifting DEI landscape? Let us know!