President Trump’s executive order seeking to end DEI programs in both the private and public sectors triggered a variety of responses among Americans.
Some supported it, while others vehemently opposed it. Brands too began taking sides. Many major retailers, including Target and Walmart, significantly scaled back their DEI commitments. Most retailers have stayed out of the debate altogether, making minimal changes (at least publicly) to any existing DEI policies.
There are, however, smaller and medium-sized businesses that have instead chosen to make a statement by doubling down on their commitments.
Ayeshah Abuelhiga, founder and CEO of Baltimore-based Mason Dixie Foods, for instance, said that the executive order hasn’t changed things at the company because DEI “is never and never was a ‘program’—it always has and always will be a guarantee,” she told Retail Brew via email. “We have always been committed to being certified woman-owned, shaping our team dynamic to not only be woman-owned, but woman-run, managed and operated by over 80%. As a WOC, I also believe that my team should be a reflection of me and of diverse thought and you cannot have diverse thinking without diverse people and perspectives, so we are proudly able to naturally recruit people from the most diverse backgrounds without a ‘program’ and are over 40% POC today.”
Kerry Docherty, co-founder and chief impact officer at clothing brand Faherty, echoed similar sentiments, adding that diversity and inclusion are part of the retailer’s “core values,” both internally and for the “customers, community, and partners.”
“Years ago, I switched my title from ‘president and founder’ to ‘chief impact officer’ to make it clear I was focused on sustainability, partnerships, culture, and philanthropy,” she told Retail Brew via email. “It is a part of my job description to make clear what our priorities and values are for our team and to our customers, and I take this role very seriously.”
Both Docherty and Abuelhiga pointed to programs championing DEI. Abuelhiga mentioned Project Potluck, a nonprofit to aid POC in the CPG industry facing challenges due to a lack of mentorship or financial support.
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The company is also a sponsor of Baltimore’s Dignity Plates program, which Abuelhiga said is “dedicated to supporting not just POC but economically challenged individuals seeking a second chance at personal development through an accelerated F&B culinary education and job and entrepreneurial support.”
At Faherty, a key ongoing program is Truth Talks, an internal series that brings in speakers to discuss subjects like race, culture, gender identity, sustainability, and creativity.
Both retailers are standing firm on their positions on DEI regardless of how big retailers might be handling things. But there are challenges.
Docherty noted that although Faherty consumers have been largely supportive of their stance, they have received some pushback in the past when speaking about political subjects on social media.“
In 2020, 2021, our warehouse alerted us that some customers were sending back their Faherty clothes in large boxes with angry handwritten notes: ‘You lost a customer! You woke idiots!’ Others wrote beneath our posts: ‘You lost a customer! Unfollow! Stay out of politics!’” she recalled. “I believe it is a form of conscious capitalism for people to buy from brands they align with and spend their money with companies they support; if that’s us, welcome and thank you.”
While Abuelhiga hasn’t received such resistance from customers, she also doesn’t believe in veering away from the message, not just because of her own political beliefs but because it is integral to good business.
“It is critical to create meaningful DEI programs that actually lead to economic development and growth support for diverse businesses as we are not yet in a time where there is a level playing field in business,” she said. “When done correctly, DEI programs can change not only the lives of diverse founders and businesses, they can change whole communities and consumer base perceptions for retailers long term. Everyone wins when consumers feel welcome; the easiest thing in the world is to demonstrate you have an open door and heart in order to earn their trust.”