President Donald Trump’s renewed focus on tackling “woke” ideology—particularly diversity, equity, and inclusion (DEI) initiatives—seems to be influencing companies beyond just Washington, D.C. Many are rethinking their DEI policies.
Terry Schilling, the president of the American Principles Project (APP), believes that left-leaning beliefs may still resurface, albeit under a different guise. He remarked in a December interview that “DEI isn’t dead yet. It’s vulnerable, sure, but there are still those in charge at universities and major corporations.”
The APP has highlighted a recent cultural shift that embraces DEI measures. They argue that conservatives are often replacing merit with identity-based preferences, making it harder for some individuals to thrive in workplaces and educational settings. Schilling points out that while the “woke” movement has seen a decline since Biden’s administration, it’s far from over.
“DEI is retreating,” Schilling noted. “But it’s crucial to understand that it’s not going away; it’s just rebranding itself.”
Upon his return to office in January, Trump wasted no time. He signed an executive order aiming to dismantle DEI programs, instructing federal agencies to eliminate such initiatives nationwide. The following day, another order focused on restoring performance-based opportunities in federal contracts.
By March, President Trump was celebrating the changes, proclaiming from the Capitol that his administration had effectively ended “the tyranny of diversity, equity, and inclusion policies throughout the federal government and the private sector.”
Schilling views Trump’s executive orders as a major blow to DEI, impacting everything from corporate practices to classrooms. He added, “Trump’s victory shifted the landscape. You’ll see CEOs coming to the White House, eager to align with those in power. It’s about leveraging that influence to challenge DEI.”
Silicon Valley has faced criticism for stifling conservative voices, notably in the lead-up to the 2020 election when reporting on Hunter Biden’s laptop was suppressed. Recently, tech CEOs appear to be realigning with Trump’s direction as they seek opportunities amidst the AI boom.
“Trump’s actions have made significant strides against DEI,” Schilling stated. “From banning these initiatives in the federal workforce to linking funding with compliance, it’s all part of the strategy.”
However, he cautioned that DEI isn’t gone; it’s lying in wait.
Major companies are starting to pivot as well. Target has announced the cessation of its DEI initiatives, and Disney has modified its own policies, removing DEI-related terms from business documents. Cracker Barrel faced backlash over its rebranding effort and subsequently decided to revert to its original logo, alongside eliminating its DEI program.
Schilling emphasized the economic implications of DEI, stating, “It’s a job issue. Many Americans are being overlooked for employment simply because of their skin color.”
Supporters of DEI, mainly Democrats, argue that these policies are designed to increase opportunities and combat discrimination in workplaces and education for historically marginalized groups. However, figures from the Congressional Black Caucus and other Democratic candidates have critiqued Trump’s approach to dismantling these initiatives.
Looking ahead to the 2028 presidential election, Schilling raised concerns that a future Democratic president could reverse Trump’s efforts toward DEI, or possibly implement even more aggressive measures than those taken during the Obama and Biden administrations.
Schilling concluded that for conservatives to eradicate DEI altogether, they need to win elections and engage in conversations about corporate support for liberal policies. “This isn’t just about culture or racism—it’s deeply intertwined with our economy and future,” he said. “We must stay alert until DEI is completely off the table.”
