Vanishing Diversity: What Comes After DEI?

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In 2025, DEI isn’t just under pressure, it’s under fire. The national conversation has shifted fast, and depending on who you ask, it's either overdue course correction or something much more troubling. Across the U.S., companies are navigating legal and political scrutiny that’s forcing a serious rethink of how (and if) DEI fits into their future.

So, what’s really happening here? Is DEI quietly being rebranded—or are we watching it slowly unravel under a new name?

The Political Winds Have Shifted

When Donald Trump returned to the White House in 2024, he brought with him Executive Order 14173, aimed at ending what the administration labeled “illegal discrimination” in hiring. It revoked Executive Order 11246, which had supported affirmative action since 1965, and effectively banned DEI programs in businesses with federal contracts.

That wasn’t all. The Supreme Court’s 2023 decision to eliminate race-based affirmative action in college admissions added fuel to the fire, triggering a wave of lawsuits and legal threats targeting corporate DEI policies.

Companies Are Backing Away

The impact? Big brands like Citigroup, PepsiCo, KPMG, Target, and Home Depot have pulled back. From dropping diversity hiring targets to reorganizing DEI teams and scrubbing inclusive language from public materials, these companies are quietly repositioning—publicly calling it a legal adjustment, though behind the scenes, it often looks like a strategic retreat.

For many, it’s less about abandoning DEI and more about playing legal defense.

As the owner of Doyen Search Group LLC, I’ve felt this shift firsthand. We were encouraged—subtly, but unmistakably—to soften the language in our DEI statement. The pressure was there. But I also knew we couldn’t afford to water it down. Our commitment to building inclusive leadership teams isn't a marketing checkbox—it’s part of who we are. So we revised with care, without retreating from our core values.

Hospitality Isn’t Flinching

Then there’s the hospitality sector. While others retreat, hotels are doubling down.

Hilton CEO Chris Nassetta calls DEI a “business imperative.” The company serves over 250 million guests annually and continues to invest in inclusive hiring and leadership development.

Marriott launched “Bridging the Gap,” a program to increase hotel ownership among underrepresented groups.

Wyndham runs eight employee resource groups and continues company-wide DEI training.

Hyatt has already exceeded its 2025 goal to direct at least 10% of supplier spending to Black-owned businesses.

Viceroy partners with LGBTQ+ leadership programs and embeds DEI into daily operations.

These companies aren’t hanging on to DEI just to look good. They’re doing it because they’ve seen what happens when your workforce reflects your guests—and what happens when it doesn’t. We’ve spoken with hotel leaders who say DEI isn’t just about policy, it’s what keeps their frontline staff engaged and their global guests coming back. That’s not theory. That’s daily operations.

Consumers Are Paying Attention

It’s not just internal. Customers care.

A 2024 Harris Poll found that 40% of Americans consider a company’s stance on social issues before spending money. Nearly a quarter of consumers said they’ve stopped supporting businesses that clash with their values.

Bottom line: DEI isn’t window dressing. It’s become a real differentiator—for customers who are watching, and for employees deciding where to grow their careers.

What Comes Next?

We’re seeing a rebrand. Companies are ditching the term “DEI” in favor of “inclusive leadership” or “workforce development.” Others are testing AI-based hiring tools in the name of bias reduction, though the jury’s still out on whether algorithms can truly be neutral.

The future? Murky at best. But one thing’s clear: industries like hospitality, healthcare, and education are showing that a commitment to diversity isn’t a liability, it’s a leadership move.

Final Thought

We’re at a crossroads. Some companies are scaling back, playing it safe. Others are leaning in, betting that inclusion will outlast the backlash.

If hospitality is any indication, the companies that hold the line on DEI won’t just weather the storm—they’ll shape what comes next.

Amid this uncertainty, organizations still committed to inclusive excellence need partners who understand the evolving landscape. Doyen Search Group LLC specializes in sourcing, evaluating, and placing world-class hospitality leadership, helping companies not only meet today’s challenges but build resilient, diverse teams for the future. If your organization is ready to strengthen its leadership bench while staying true to its values, contact us today to start the conversation.

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This content was developed by the DSG editorial team with contributions from industry sources and third-party research. It is intended for informational purposes only and does not constitute legal or professional advice.