Why DEI (Diversity, Equity, and Inclusion) Still Matters in 2025
In 2025, shopping isn’t just about convenience—it’s about conscious spending. Consumers are increasingly asking: Is this brand aligned with my values?
The spotlight is now on two major retailers—Target and Costco—whose vastly different approaches to DEI (Diversity, Equity, and Inclusion) have led to starkly different results. Here’s what happened—and why it matters to you.
Target’s DEI Rollback: A Costly Step Backward
In late 2024, Target announced it would scale back its diversity initiatives, ending its $2 billion REACH investment in Black-owned businesses and quietly phasing out its Supplier Diversity program. The company also stopped participating in public DEI assessments.
The Fallout:
Stock dropped 33% between November 2024 and March 2025.
5 million fewer shopping trips reported year-over-year.
Sparked a 40-day boycott led by civil rights leaders and faith-based coalitions.
In short? Consumers noticed—and they walked away.
Costco’s DEI Strategy: Steady Values, Stronger Results
While Target backtracked, Costco doubled down. Despite pressure from 19 Republican state attorneys general to abandon DEI, Costco refused to cave.
Costco’s Key Moves:
Maintained all DEI initiatives despite political and legal pressure.
Raised employee wages with a path to $30/hour by 2027.
Increased supplier diversity spending by 48%.
98% of shareholders rejected anti-DEI proposals, backing Costco’s inclusive stance.
Stock soared from $915 to $1,048 in just two months.
Costco’s bet? People support brands that stand for something. And it’s paying off.
What This Means for You as a Consumer
Your wallet is powerful. When you shop with inclusive, values-driven companies, you’re doing more than buying groceries or home goods—you’re investing in a future that works for everyone.
Ready to spend on purpose? Here’s how:
Do your research: Look for transparency in DEI reports and hiring practices.
Support inclusive brands: Choose retailers investing in BIPOC, LGBTQ+, and small business communities.
Use your voice: Share about the brands doing it right—and hold the others accountable.
TL;DR – Target vs. Costco DEI 2025
In short: Target scaled back its DEI efforts and faced major backlash—including lawsuits, a 40-day boycott, and a 33% drop in stock value. Meanwhile, Costco stood firm in its commitment to inclusion, rewarded with stronger brand loyalty, increased supplier diversity, and a 14.5% rise in its stock. The difference is clear: brands that align with their customers’ values don’t just survive—they thrive.
Final Thought
If you’re asking “Where should I spend my money in 2025?”—you’re in the right place. As brands like Target scale back on DEI and lose billions in trust, companies like Costco are showing us that standing firm in inclusive values works.
Your dollars hold power. Every swipe, scroll, and sale tells a story. And together, we get to decide what kind of stories we want our spending to support.
That’s why we’re launching the Digital Diversity Directory this Juneteenth—a first-of-its-kind guide designed to highlight the brands, creators, and companies that actually walk the talk when it comes to DEI.
Want to see it all happen live and be part of the movement?
Join us at our Virtual Juneteenth Event: www.askardenia.co/juneteenth-event
Or get early access, insider updates, and conscious consumer tips straight to your inbox by joining the VIP List: www.askardenia.co/vip-list
Because spending with intention isn’t just a trend—it’s a legacy in the making. Let’s build it together.