DEI 2025: Progress or Performative? What Top Companies Are Doing
Diversity, Equity, and Inclusion (DEI) was once a corporate priority. Companies proudly shared their initiatives, published reports, and built departments to promote inclusivity. But today, DEI stands at a crossroads. Some businesses are strengthening their commitments, while others are quietly stepping back.
Shifting political and social pressures have made DEI a tricky subject. Should companies stay firm in their efforts despite growing criticism? Or should they scale back, cutting budgets to avoid controversy? I’ve noticed a pattern: When business is thriving, Diversity is celebrated. But when challenges arise like economic downturns, legal changes, or political scrutiny. It’s often the first to be deprioritised.
The recent Executive Order 14173, “Ending Illegal Discrimination and Restoring Merit-Based Opportunity Executive Order,” has intensified the debate. Issued on January 21, 2025, it overturns the long-standing Executive Order 11246, which required federal contractors to follow affirmative action policies. The new order bans “workforce balancing” and mandates that hiring be strictly merit-based, prohibiting preference based on race, sex, or other protected traits.
It also forces federal contractors to certify that their Diversity programs comply with anti-discrimination laws. As a result, many companies are reassessing their diversity initiatives to avoid legal risks.
While some are quietly pulling back, others remain committed to fostering inclusive workplaces. Glassdoor’s latest report on the Best Companies for Diversity & Inclusion highlights organizations that continue prioritizing DEI, despite external pressures.
To understand where DEI is headed, we’re analyzing five major companies: Microsoft, Amazon, JPMorgan Chase, Google, and Nike. Are they doubling down, scaling back, or simply trying to weather the storm?
1. Microsoft: Betting Big on DEI and Delivering
If one company consistently backs up its DEI commitments with action, it’s Microsoft. Unlike many corporations that make vague promises, Microsoft sets clear goals and meets them.
Since 2020, Microsoft has invested over $150 million annually in internal Diversity programs. It has also pledged to double the number of Black and Hispanic leaders by 2025.
Microsoft’s 2024 Global Diversity & Inclusion Report shows impressive progress:
- More women in leadership: Women now make up 29.1% of Microsoft’s executives, with steady growth in technical roles (27.2%).
- Racial equity goals on track: Black leadership at the director level and above has already exceeded Microsoft’s 2025 goal. Hispanic leadership has grown from 57.6% to 74.8% of the target.
- Pay equity remains strong: Women globally earn $1.003 for every $1.000 men make in similar roles. Racial minorities in the U.S. earn $1.007 for every $1.000 their white counterparts earn.
- Stronger workplace culture: 96% of employees say they understand allyship up from 65% in 2019.
But Microsoft’s efforts go beyond numbers. The company embeds inclusivity into its products, hiring, and leadership training.
For example, its AI accessibility features like speech-to-text software, screen readers, and adaptive controllers that help people with disabilities. This shows a deep commitment to integrating DEI into product design, not just HR policies.
As Microsoft President Brad Smith put it:
“Diversity needs to be part of everything we do, not just a side project.”
Here’s what surprised me: CEO Satya Nadella’s 2024 shareholder letter didn’t mention DEI at all.
Instead, it focused on AI, cybersecurity, and productivity. A stark contrast to previous years when Nadella openly tied diversity to Microsoft’s long-term vision.
I respect Microsoft’s approach because they’re integrating DEI into their products, not just HR policies. But why isn’t their leadership being as vocal as before? Are political pressures getting to these companies?
2. Amazon: Ambitious DEI Goals or Just PR?
Amazon makes headlines for everything, from record-breaking sales to AI-powered logistics. Lately, it has been making waves for its contradictory stance on Diversity. On the surface, it looks like a DEI champion.
- $1.2 billion pledged to upskill underrepresented employees
- Partnerships with HBCUs (Historically Black Colleges and Universities) to expand tech opportunities
- Commitment to increasing diversity and more women in leadership roles
Sounds impressive, right? But here’s the catch. While Amazon makes public commitments, internal reports tell a different story.
Amazon has faced lawsuits alleging discrimination, and employee surveys show that many workers, especially in warehouses, don’t feel these Diversity efforts trickle down to them. The company recently restructured its DEI team, eliminating some roles, which sparked concerns about whether these initiatives are truly a priority.
Employees have also noticed a shift away from structured DEI commitments. Instead of setting explicit hiring targets, Amazon now focuses on “inclusive workplace policies.” Meanwhile, some investors are questioning whether Amazon’s Diversity spending delivers measurable financial returns casting doubt on its business impact.
In response, Amazon’s leadership has reframed its HR approach, emphasizing “performance-driven diversity” over numerical hiring goals.
Candi Castleberry, Amazon’s VP of Inclusive Experiences and Technology, explained the shift in a memo:
“Rather than have individual groups build programs, we are focusing on programs with proven outcomes, and we also aim to foster a more truly inclusive culture.”
Translation? Fewer diversity hiring targets. More vague “inclusion” talk.
I think this highlights a crucial reality, DEI isn’t just about financial investment; it’s about consistency. If employees feel the company is pulling back, that perception will spread, affecting morale and employer reputation.
The question remains. Is Amazon a DEI leader, or just an excellent marketer?
3. JPMorgan Chase: Wall Street’s Surprising DEI Advocate
Wall Street isn’t exactly known for diversity. It has historically been dominated by white men in suits. But JPMorgan Chase is trying to rewrite that narrative.
In 2020, the banking giant announced a $30 billion commitment to combat racial inequities. This isn’t just about workplace diversity; it’s about systemic change. Their investment includes:
- $8 billion to increase Black and Latinx homeownership
- $14 billion in loans for small businesses in underrepresented communities
- Preservation of 192,000+ affordable rental units and construction or rehabilitation of 11,000+ more
- Expanding diversity in hiring, particularly in senior leadership
As of 2025, JPMorgan Chase has not only met but exceeded this commitment, investing over $30 billion toward various initiatives.
What I find interesting here is that JPMorgan isn’t just funding initiatives, they’re integrating DEI into their core business model. It’s one thing to write a check; it’s another to embed diversity into the financial systems that affect everyday lives.
CEO Jamie Dimon has made it clear:
“Diversity and inclusion are business imperatives, not just social responsibilities.”
At the World Economic Forum in Davos, Dimon doubled down:
“Bring them on. We are going to continue to reach out to the Black community, the Hispanic community, the LGBT community, the veterans’ community.”
While other financial firms are scaling back, JPMorgan Chase is going all in.
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4. Google: The Tech Giant’s DEI Backpedal
For years, Google was a leader in DEI. It published detailed reports, supported employee resource groups, and set ambitious diversity hiring goals. But in 2024, something changed.
Google quietly removed Diversity references from its corporate governance report. It cited “new legal considerations” after lawsuits challenged diversity programs.
At the same time, Google cut funding for some Diversity programs. It shifted focus to broader “workplace culture initiatives.” Many employees saw this as “silently abandoning DEI” while still promoting inclusivity in public statements.
Melonie Parker, Google’s Chief Diversity Officer, responded to concerns.
She said:
“We doubled down on building a workplace where everyone feels supported to do their best work.”
This raises a big issue in corporate DEI: If a company promotes inclusivity but fails to live it, employees will notice.
High-profile exits of Black and female employees, including AI ethicist Timnit Gebru, make people question whether Google’s diversity efforts are real or just for show.
Even the most progressive companies aren’t immune to shifting political and legal pressures.
5. Nike: Where DEI Meets Brand Identity
Nike doesn’t just support DEI. It builds it into its brand DNA. Unlike other companies that quietly roll back initiatives, Nike is doubling down.
The company has pledged $140 million over 10 years to support Black communities, increase leadership diversity, and fund social justice movements.
Nike’s Diversity strategy isn’t just internal. It is front and centre in its marketing. Campaigns featuring Colin Kaepernick, Serena Williams, and LGBTQ+ athletes make a clear statement. Diversity isn’t just a checkbox for Nike. It is the brand.
Felicia Mayo, Nike Inc.’s Chief Talent, Diversity, and Culture Officer, stated :
At Nike, diversity, equity and inclusion are part of everyone’s responsibility. Our entire workforce is engaged, because it will take all of us to address these societal issues and to help us advance towards our 2025 targets”
But can Nike maintain this approach in an era where companies are facing backlash for DEI? So far, it seems to be working. Nike’s diverse brand image continues to resonate with younger generations who demand social responsibility from the companies they support.
The Ripple Effect of the UK’s Decision to Drop DEI Rules
While these corporations have made notable commitments to DEI, the effectiveness and sincerity of these initiatives are under constant scrutiny. Recent developments, such as the UK financial regulators’ decision to drop proposed diversity and inclusion (D&I) rules, highlight the growing resistance to formal DEI frameworks. The proposed regulations aimed to hold financial institutions accountable by enforcing reporting on diversity metrics and setting boardroom diversity targets. However, pushback from corporate leaders, who argued that these rules imposed unnecessary burdens and legal risks, led to their abandonment.
This decision signals a broader shift; one where companies are left to self-regulate, raising concerns about whether Diversity efforts will remain a priority without external accountability.
The response to this decision is sharply divided. Some executives support it, saying it reduces regulatory overreach. Inclusivity advocates, however, see it as a major setback for workplace equity.
Employees from underrepresented backgrounds may feel more at risk. Without mandated rules, companies could deprioritize diversity efforts.
On social media, opinions vary. Some praise the move for cutting “red tape.” Others worry that systemic barriers will stay in place without enforcement.
This shift in the UK could have global ripple effects. International companies might rethink their diversity commitments. It could also inspire critics in other countries to push back against DEI regulations, sparking new debates on whether diversity efforts should be required or voluntary.
The Path Forward: Who’s Learning?
Out of all the companies I analysed, JPMorgan Chase stood out the most.
While tech giants and retail brands hesitated, Jamie Dimon confronted the backlash directly. Unlike most corporate leaders who avoid the conversation, Dimon defended Diversity unapologetically and backed it up with billions in investment.
Companies that treat DEI as an afterthought will eventually feel the consequences. Employees, consumers, and even investors are paying attention. As we’ve seen with Glassdoor’s diversity rankings, public perception matters the most.
So here’s my final thought: If Wall Street can lead the way on DEI, what’s stopping Silicon Valley?
