By Contributor,Julie Kratz

Copyright forbes

A young business man holding an umbrella to shield himself against a strong headwind. Conceptual image depicting adversity.

DEI pushback has dominated the news headlines. Yet, there is evidence to show that the pushback might be a false narrative.

In my interview with, Nancy Levine Stearns, founder of Impactivize, a nonprofit journalism project, finds that the majority of corporations remain steadfastly committed to diversity, equity, and inclusion (DEI).

Stearns, a former executive recruiter, began focusing on the DEI space after the prolonged backlash following a recent election. She was initially intrigued by a story about Costco taking a public stance on DEI that led her to come out of retirement to start her non-profit. Her research focuses on companies commitments to DEI over time.

Admidst the pushback, Impactivize’s research has found five key evidence-based themes:

Corporate Commitment

There are approximately 400 companies, including publicly traded, private, and large nonprofit organizations, that have made public commitments to DEI. A recent audit found that only two of these companies have completely removed their DEI statements. Stearns believes that a stated commitment is a bold and courageous decision, as it can make a company a target for anti-DEI groups.

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Shareholder Support

Stearns reports that in 2025, 30 anti-DEI proposals were put forth for shareholder voting at various corporations. Shareholders overwhelmingly rejected these proposals, typically by a margin of 98% to 99% of voting shares. Stearns notes that while shareholder rejection of outside proposals is common, the overwhelming margin of these votes is unusual.

The Business Imperative

Stearns states that the primary reason companies are maintaining their DEI initiatives is because they recognize it as a “strategic imperative” and a “business imperative.” She cites a statement from Rob Davis, the CEO of Merck, who called diversity and inclusion a strategic imperative. Stearns emphasizes that the data and metrics show that these initiatives positively impact a company’s performance and bottom line.

Shifting Language

Some companies are changing the language they use to describe their initiatives, perhaps using terms like “belonging and inclusion” or “culture and engagement”. However, she notes that adversarial groups, such as the Heritage Foundation, are aware of this change in terminology and still view these efforts as DEI.

Consumer Influence

Stearns believes that consumers, particularly younger generations, are a powerful force in this movement. She suggests that consumers are “voting with their wallet” and supporting companies that have strong DEI commitments. This consumer support provides a “strength in numbers” for corporations, reinforcing their commitment.

Despite these findings, there is cause for ongoing concern. The current administration will continue to target DEI programs, forcing practitioners to stay vigilent and creative about their approaches to DEI.

For example, Project 2025’s handbook has four recommendations abolishing DEI offices and personnel, ending the government’s participation in DEI initiatives, ammending laws to align with a conservative vision of nondiscrimination, and taking enforcement action against organizations that engage in DEI.

The ACLU recently shared: “Project 2025 is a federal policy agenda and blueprint for a radical restructuring of the executive branch authored and published by former Trump administration officials in partnership with The Heritage Foundation, a longstanding conservative think tank that opposes abortion and reproductive rights, LGBTQ rights, immigrants’ rights, and racial equity.”

Stearns argues that while the media often focuses on the narrative that DEI is “dead,” the data shows that it is very much alive and supported by both corporations and consumers. She maintains that the business case for diversity and inclusion is a powerful and objective force, stating, “It’s not political, it’s not ideological. It’s not personal, it’s just business.”

What does this mean for the future of DEI? Practitioners will continue to pivot, tying DEI to the business, embedding DEI into their cultures, and shifiting language to protect its survival.

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