The DEI Impact of the Trump Administration
The Trump administration’s rollback of DEI policies has led many U.S. companies to scale back their DEI policies and, consequently, reevaluate their DEI communications strategies. This shift also has global implications, as multinational companies adjust their approaches to meet both U.S. policies and the growing demand for DEI in other regions, such as Europe and Asia, where DEI initiatives are still prioritized.
Our latest Brand Influence Rank report reveals how 50 of the world’s most influential brands are recalibrating their DEI initiatives. And, more importantly, how the media is shaping perception about them. Overall, it tells an interesting story about the brands winning with their DEI communications strategy and those who are lagging behind.
How We Measure DEI Communications Effectiveness
The DEI Media Score
The DEI Media Score clearly shows how successfully a brand is communicating its DEI policies in the media and therefore shaping perception.
To create a DEI Media Score for the 50 brands studied, we used a sophisticated methodology, using Onclusives Media Monitoring and social listening tools, which take a number of key metrics into account. This creates a score out of 100, with 100 being the best possible result. Importantly, this score measures the effectiveness of a brand’s DEI communications strategy (by the perception being created across mainstream and social media), not the actual quality or impact of those policies themselves.
To find out more about our specific methodology, download the full report: Brand Influence Rank: DEI & Sustainability in the Media.
The Scale-Back: Strategic Silence vs. Transparent Transition
Several prominent U.S. brands have chosen to scale back their DEI programs, with varying approaches to communicating these changes:
Meta: The Direct Approach
(DEI Media Score: 31/100)
In early 2025, Meta discontinued its major DEI programs, including initiatives related to hiring, training, and supplier diversity. Rather than attempting to obscure this change, Meta’s leadership has defended the rollback by framing it as a strategic necessity and compliance with evolving legal frameworks. Their communication strategy has emphasized a pivot toward cognitive diversity rather than traditional DEI metrics—a nuanced position that has generated industry-wide debate.
Meta’s approach demonstrates that direct communication about policy changes can stimulate meaningful dialogue, even if not all stakeholders agree with the decision.
Microsoft: The Quiet Restructuring
(DEI Media Score: 44/100)
By contrast, Microsoft took a more subdued approach. In July 2024, the company quietly disbanded its DEI team dedicated to inclusivity and equality. Interestingly, despite this organizational change, Microsoft has publicly defended its DEI policies, with Chief Diversity Officer Lindsay-Rae McIntyre affirming that “Microsoft’s diversity and inclusion work is more important than ever.”
This apparent contradiction between private actions and public messaging resulted in mixed media response, highlighting the risks of perceived misalignment between organizational changes and communications strategy.
Google and Amazon: Proactive Compliance Messaging
(DEI Media Scores: 28/100 and 24/100)
Both Google and Amazon have taken a proactive approach, explicitly linking their DEI policy changes to new legal and regulatory requirements. Google abandoned its diversity hiring goals in February 2025, with an internal memo citing President Trump’s DEI orders. Similarly, Amazon announced in December 2024 that it was “terminating outdated programs and materials” related to representation and inclusion.
By directly acknowledging external pressures in their communications, these companies have attempted to position their changes as necessary adaptations rather than philosophical retreats from DEI values.
The Recommitment: Authentic Advocacy in a Challenging Climate
Other leading brands have chosen to reaffirm or even strengthen their DEI commitments, with communications strategies that emphasize business value and competitive advantage:
Cisco: The Bold Stand
(DEI Media Score: 60/100)
In January 2025, Cisco CEO Chuck Robbins took a definitive stand by explaining why he believes DEI delivers better business outcomes. This positioning deliberately countered prevailing trends, establishing Cisco as a company willing to maintain its values despite external pressures. By focusing on the business case for DEI, Cisco’s communications strategy tied inclusion directly to performance metrics that matter to shareholders and stakeholders alike.
Apple: The Balancing Act
(DEI Media Score: 89/100)
Apple has demonstrated a more nuanced approach, maintaining the highest DEI score (89/100) while acknowledging potential policy adjustments. CEO Tim Cook has signaled possible modifications to diversity practices in response to the changing legal landscape, shortly after shareholders rejected a proposal to end the company’s diversity policies.
This balanced approach—acknowledging external pressures while reaffirming core values—has allowed Apple to maintain credibility as it navigates a complex political environment.
Coca-Cola: The Ambitious Expansion
(DEI Media Score: 67/100)
Taking perhaps the boldest stance, Coca-Cola reaffirmed its DEI commitment in February 2025 by actually increasing its ambitious goals. The company’s annual report not only confirmed its commitment to an inclusive workplace but also explicitly highlighted the harm of anti-DEI policies. This approach demonstrates that some brands see the current climate as an opportunity to differentiate themselves through stronger, not weaker, DEI positioning.
Measuring Effectiveness: What the Data Reveals
The Brand Influence Rank report assesses how effectively brands are communicating their DEI initiatives. This score provides valuable insights into which strategies are resonating with audiences:
- Apple (89/100) leads with its balanced approach, acknowledging challenges while staying true to core values.
- Cisco (67/100) shows that bold advocacy can generate positive media coverage.
- Microsoft (44/100) demonstrates how mixed messaging can dilute effectiveness despite strong DEI credentials.
- YouTube (6/100) highlights how minimal communication on DEI can create negative perceptions.
The Path Forward
While the political and legal landscape continues to shift, our data suggests that transparency, consistency, and authentic communication remain the foundation of effective reputation management.
By learning from the diverse approaches of leading brands, teams can develop DEI communications strategies that preserve brand reputation during policy transitions, maintain stakeholder trust, and position their organizations effectively.
What’s clear from our Brand Influence Rank report is that regardless of which direction your organization takes with DEI policies, thoughtful, strategic communications will be essential to successfully navigating this period of change.
This blog post is based on data from our comprehensive Brand Influence Rank report, which analyzes how effectively brands communicate their DEI and sustainability policies and initiatives across social and mainstream media channels.