Bryden Campbell.
President Donald Trump’s recent US executive orders targeting Diversity, Equity, and Inclusion (DEI) policies are part of a wider shift away from DEI echoed by major brands including Ford, McDonald's, Walmart and, most recently, Meta.
Trump’s DOGE advisory group aims to dismantle DEI initiatives within the US federal government, with agencies directed to cease these programs within 60 days along with pushing for a return to in-person work for federal employees.
Tech brands have swiftly followed suit in a concentrated effort to make inroads with the incoming Trump administration. Take Meta, for example. Once a poster child for tech innovation and social connection, the tech giant has pivoted away from its DEI commitments, openly embracing "masculine energy" in its corporate ethos.
So, here’s the big question: if your brand stands for DEI, do you keep pouring advertising dollars into platforms like Meta, knowing it clashes with your values? Most organisations will probably stick to chasing eyeballs and revenue (and that’s understandable), but what happens when the more conscious consumers start holding brands accountable for where they put their money?
For many, the answer will likely boil down to what drives revenue—a practical but potentially short-sighted decision. But as conscious consumers increasingly scrutinise where brands allocate their budgets, staying silent or complicit could come at a high cost in the long-term.
We’ve already seen consumer accountability in action. Tesla, once adored by a loyal customer base, now faces regular backlash as buyers grow disillusioned with Elon Musk’s public behaviour and values. Tesla has faced repeated lawsuits alleging racial discrimination and harassment in its factories. These controversies have led to public scrutiny and criticism, particularly from consumers who prioritise ethical labour and workplace practices. It’s a clear sign that people care about a brand’s actions, not just its products.
The same point was proven true in reverse during Nike’s partnership with Colin Kaepernick - a former NFL quarterback who kneeled during the national anthem to protest racial injustice - led to polarising reactions. Some consumers burned their Nike products in protest, while others praised the company for supporting a powerful social movement. Nike’s sales surged in the aftermath, proving that taking a stand can be good for business when values align with the audience. If the pattern holds, brands could face a backlash for turning a blind eye to platforms or partners whose values don’t align.
For brands that choose to stick with their DEI commitments and distance themselves from those that haven’t, the road ahead won’t be easy - especially as more and more tech brands find themselves embroiled with practices that are far from inclusive. There could be a few immediate trade-offs to stepping back from certain platforms, including less reach and fewer opportunities.
But the long game matters here. Staying true to your values builds trust, loyalty, and a deeper connection with your audience. The Guardian’s decision to stop posting on X springs to mind: the decision may have reduced the site’s traffic in the short term, but it also helped build trust with its audience and was a clear indicator of a brand sticking to its principles and values.
Trust is not built overnight, nor is it easily repaired once broken. Brands that maintain their DEI principles, even when it’s inconvenient or costly to do so, position themselves as authentic and resilient. This authenticity helps to build deeper connections with consumers who share those values.
It’s risky, sure, but walking the talk could pay off in ways that chasing short-term wins never will. The real question is, do brands have the courage to stay the course, even when it’s tough? Or will they fold under the pressure and risk losing the trust they’ve worked so hard to build?
Trump’s executive orders around DEI policies have created a defining moment for brands. For those that have built their reputations on championing diversity and inclusion, now is the time to prove that those values are more than just marketing slogans. The decisions brands make today will have ripples far into the future.
In the end, the choice is clear: compromise your principles and risk alienating your audience, or double down on your values and create a deeper, more meaningful connection with those who matter most. For value-driven brands, the stakes have never been higher—but neither have the opportunities to lead with integrity and purpose.
Bryden Campbell, Founder and Managing Director of Brand Rebellion