Companies holding on and retreating from DEI

This is a point-in-time snapshot, generated on 2025-04-07, derived from the listed sources. See the repo for how to update.
RetreatingSourcesHolding the LineSources
AmazonR1, R2, R4, R10, R11Abercrombie and FitchH15
AmtrakR9AdobeH15
Bank of AmericaR9Alliance HealthH15
BoeingR1, R9American AirlinesH16
Brown-FormanR4, R9, R10AncestryH15
CZIR8AppleH1, H2, H9, H10, H13, H14, H15, H16
ChipotleR9BJ's WholesaleH15
CitigroupR7, R9Ben & Jerry'sH10, H13, H15
Coca-ColaR9Bering Straits Native CorporationH15
ComcastR9Best BuyH15
DeloitteR9Chick-fil-AH15
DisneyR9CignaH15
FordR1, R4, R9, R10CiscoH2, H13, H16, H17
General Electric (GE)R9CitigroupH15
Goldman SachsR4, R9, R10Cleveland CavaliersH16
GoogleR1, R4, R9, R10, R11Coca-ColaH1, H12
Harley-DavidsonR1, R4, R9, R10CostcoH1, H2, H10, H13, H14, H16, H17
IntelR9Delta AirlinesH1, H10, H13, H14, H16
JPMorgan ChaseR7, R9Deutsche BankH13, H15, H17
John DeereR1, R4, R9, R10Dollar TreeH15
KPMG USR6Francesca'sH10
Lowe'sR4, R9, R10Gap Inc.H15
McDonald'sR1, R2, R4, R9, R10, R11GiantH4
MetaR1, R2, R4, R9, R10, R11GoTo FoodsH15
Molson CoorsR9Goldman SachsH13, H15
Morgan StanleyR7, R9HLWH15
NPRR9HondaH15
PBSR9, R12JP Morgan ChaseH13
PayPalR9JPMorgan ChaseH10, H15
PepsiR4John DeereH9
PepsiCoR7, R9Johnson & JohnsonH15
SalesforceR4KrogerH5, H15
Smithsonian InstitutionR9LogitechH8, H15
State StreetR5LushH10
TargetR2, R4, R9, R10, R11Macy'sH15
The FBIR9MassMutualH15
Tractor SupplyR4, R10MastercardH11, H15
US Department of DefenseR3Match GroupH15
UberR4McKinsey & CompanyH15
Victoria's SecretR5MeijerH6, H14, H15
WalmartR1, R4, R9, R10, R11MicrosoftH10, H13, H14, H15, H16
Wells FargoR9MitreH15
NasdaqH16
National Football LeagueH15
NikeH15
Old NavyH3, H15
PatagoniaH10
PepsiCoH15
Philip Morris InternationalH15
PinterestH13, H15, H16
Procter & GambleH14, H15
ProgressiveH15
REI Co-opH13
SalesforceH16
SephoraH14, H15
Southwest AirlinesH16
TJX CompaniesH15
Tiffany & CoH15
Ulta BeautyH13, H15
United AirlinesH16
VisaH7
Wilson Sonsini Goodrich & RosatiH15
e.l.f. BeautyH13, H14, H16

Retreating

R1) (2025-04-02) Donald Trump's crackdown on diversity and inclusion
R2) (2025-04-01) DEI Rollbacks: What Companies Are Doing in 2025
R3) (2025-03-15) My cousin Army Major General Charles Calvin Rogers, who received the Medal of Honor for his service in Vietnam, has been removed from the Department of Defense's website.
R4) (2025-03-07) Which US companies are pulling back on diversity initiatives?
R5) (2025-03-05) Victoria’s Secret Tweaks DEI Language To ‘Inclusion And Belonging’: Here Are All The Companies Rolling Back DEI Programs
R6) (2025-02-21) Another DEI rollback as KPMG US ends strategy aimed at underrepresented groups
R7) (2025-02-20) Pepsi Rolling Back Diversity Initiatives
R8) (2025-02-19) Mark Zuckerberg’s charity guts DEI after assuring staff it would continue
R9) (2025-02-17) Forbes: Banks Including JPMorgan Chase and Morgan Stanley Reportedly Cutting Back DEI References
R10) (2025-02-12) AP: Which US Companies Are Pulling Back on Diversity Initiatives
R11) (2025-02-11) TechTarget: What Companies Are Rolling Back DEI Policies
R12) (2025-02-10) PBS Closes DEI Office After Sociopath Executive Order

Holding the Line

H1) (2025-04-02) Donald Trump's crackdown on diversity and inclusion
H2) (2025-04-01) DEI Rollbacks: What Companies Are Doing in 2025
H3) (2025-03-11) Old Navy
H4) (2025-03-11) Giant
H5) (2025-03-11) Kroger
H6) (2025-03-11) Meijer
H7) (2025-03-11) Visa
H8) (2025-03-11) Logitech
H9) (2025-02-28) Companies may be rolling back their diversity policies but investors keep voting down anti-DEI shareholder proposals
H10) (2025-02-28) These U.S. Companies Are Not Ditching DEI Amid Trump’s Crackdown
H11) (2025-02-21) Mastercard diversity page (accessed 2025-02-21
H12) (2025-02-21) Coca-Cola warns of potential negative impact from DEI changes (ed: waffling)
H13) (2025-02-20) Here are eight major companies that have resisted anti-DEI backlash.
H14) (2025-02-18) Newsweek: DEI Companies Program List Policies Donald Trump
H15) (2025-02-17) Report: 46 Companies Sticking With DEI
H16) (2025-02-04) The Root: A List of Companies That Continue to Support DEI
H17) (2025-01-31) Business Insider: Companies Supporting DEI Efforts - CEO Comments

Test Results

........
----------------------------------------------------------------------
Ran 8 tests in 0.004s

OK

7 companies appear in both categories: 

5 newer in retreating
* Citigroup
* Goldman Sachs
* John Deere
* PepsiCo
* Salesforce

2 newer in holding
* Coca-Cola
* JPMorgan Chase

New companies as of the most recent date:
  - Retreating (2025-04-02): []
  - Holding (2025-04-02): []