6 ways brands can stay true to inclusive values and rebuild trust

As the current administration chips away at foundational policies and rights, brands aren’t sure whether to flee or freeze—the only options available at the moment since nobody appears to be fighting for DEI. The result for almost all brands has been either silence or damaging statements that go against previously stated values. Long before the election, CMOs were asking whether brands should celebrate Pride, acknowledge Black History Month or invest in employee resource groups. Every move feels risky amid backlash from both sides. But rather than retreat, brands need to rethink their approach. The solution isn’t abandoning equitable practices—it’s evolving the actions into something more inclusive, acknowledging that America is a broad tent of viewpoints, and finding ways to work across polarization. The risks of missteps are clear. In January, Target scaled back racial hiring targets and its Racial Equity Action and Change initiatives while pulling back on Pride merchandise after conservative backlash. This led to planned boycotts from liberals and a sharp drop in February earnings, alongside calls for a 40-day boycott during Lent from prominent Black churches. See all of Ad Age’s 2025 Agency A-List winners here All this happens amid broader economic concerns: produce shortages, tariffs and inflation. While brands have little control over these factors, one crucial lever they can pull is brand affinity. When prices rise, strong brand identity and consumer loyalty make the difference between maintaining sales or losing customers to cheaper alternatives. It just so happens that DEI has been, and will continue to be, a driver of brand affinity. The old playbook isn’t workable, but brands can move to a model that continues to platform and center specific audiences while embracing a broader consumer base: Focus on the future Companies can argue they embrace inclusivity because it’s the right thing to do, but the more compelling case to leadership is that it drives long-term growth. America is becoming more diverse across every demographic. A recent Gallup survey found that more than 20% of Gen Z adults identify as LGBTQ+. Brands that overreact to backlash by completely abandoning DEI initiatives aren’t just making a political statement, they’re alienating a growing consumer base. The path forward isn’t about picking sides, it’s about balance. Brands can be mindful of execution, such as placing LGBTQ+ campaigns in age-appropriate spaces, but pulling back entirely is a mistake. Unless a brand serves an exclusively conservative audience, erasing DEI efforts weakens its ability to connect with an evolving consumer landscape. That’s why brands such as Delta, Costco, and Apple stand their ground. They know inclusivity isn’t about avoiding controversy—it’s about long-term brand health. Don’t backtrack—find a different way forward As Target struggles while Costco sees a 15% increase in foot traffic—brands recognize a pattern. Target should be a cautionary tale. After George Floyd’s murder, it committed to diversifying supply chains and stocking products from underrepresented founders. Rolling back these efforts isn’t just a moral misstep—it’s a financial risk. Urban consumers view Target’s shift as a betrayal. The pattern repeats: Conservative boycotts drive temporary stock dips, and progressive consumers react. Brands that abandon commitments out of fear alienate the very customers who drove their success. Instead of making reactionary decisions, brands need a measured, long-term strategy that balances authenticity with business sustainability. Build around universal principles This attack on DEI might actually push brands toward more inclusive thinking. Some backlash stems from a sense of exclusion, particularly among white, straight men. True inclusivity doesn’t prioritize one group over another—it creates a broader framework that welcomes everyone while understanding the barriers some face and addressing these. It's important to note that DEI is a broad term that includes women, the disabled community and veterans. Rather than following a rigid DEI calendar, brands should focus on universal themes that intersect across communities, such as Veterans Day, disability inclusion, gender equity in STEM and Giving Tuesday. Future brand engagement isn’t about checking boxes—it’s about fostering equity in ways that matter to diverse communities. Take care of employees Rolling back DEI efforts doesn’t just affect public perception—it impacts workplace morale, retention and culture. Employees want to work for brands that align with their values. When a brand’s actions contradict its long-established identity, it creates a disconnect that’s tough to repair. Ad Age Small Agency Awards Showcase your agency’s creativity, business success and commitment to a thriving workplace. Enter today One way to stay engaged is to give employees time and support to volunteer for causes they choose. A food company can focus on food insecurity through an intersectional lens, considering how hunger affects urban and rural communities differently. Encouraging employees to contribute to community-driven initiatives helps build a brand’s social impact while reinforcing company values. Align your business and your products Too often, DEI initiatives feel disconnected from product truths, making them appear forced or exclusionary. Brands can develop products addressing income, opportunity and safety. Poverty, the opioid crisis and public safety concerns don’t discriminate. A liquor company could create a product detecting drinks that have been spiked. A transportation company could innovate on physical accessibility features. These are real issues with real solutions that align with business objectives. Some brands are already adapting. Toyota shifted from broad DEI initiatives to focusing on STEM education. While this makes sense for an automotive company, STEM can still be approached intersectionally—supporting mothers returning to work, veterans transitioning careers and teaching Hispanic girls to code. Break out of the cold Many brands are paralyzed, unsure how to proceed amid political backlash, economic pressures and legal uncertainty. But staying frozen isn’t a strategy. The key is to adapt, not retreat. Brands shouldn’t lose their values but should learn how to communicate them in ways that resonate with a broader audience. Doing good doesn’t have to be framed as diversity—it just needs to be framed differently than before. 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6 ways brands can stay true to inclusive values and rebuild trust

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