WOKE ALERT: Major Companies Are Rebranding DEI or Sticking With It

FIRST ON THE DAILY SIGNAL—While corporate America has dialed back the woke messaging in recent years, as the second administration of President Donald Trump cracks down on “diversity, equity, and inclusion” efforts, some companies are still pushing DEI, climate, and LGBTQ+ initiatives, while some have rebranded the programs under new names.

“Woke companies want you to believe they’ve moved on, but don’t be fooled,” Will Hild, executive director of Consumers Research, told the Daily Signal.

Consumers Research gave the Daily Signal exclusive early access to its latest “woke alert,” calling out specific companies for promoting leftist ideology.

“For years, major corporations pushed political agendas on American consumers that had nothing to do with serving their customers,” Hild said. “Consumers’ Research has been calling them out every step of the way. Now, as the backlash grows, many of those same companies and politicians who championed woke the loudest are quietly trying to hide their position with more moderate rhetoric and hoping everyone forgets.”

“Changing job titles, rebranding DEI as belonging, and calling ‘Woke 1’ crazy shouldn’t distract from the fact that wokeness in corporate America isn’t dead, they’ve just gotten quieter about it,” he concluded.

The report focuses on DraftKings, BlackRock, Traeger, 7-Eleven, Duluth Trading Company, Nike, Bank of America, and Carhartt.

DraftKings

The Consumers Research report accuses the digital sports gaming company DraftKings of attempting to “hide” its DEI policies “by rebranding them to Inclusion, Equity, and Belonging (IEB).” The company touts its commitment to “Global Belonging.”

DraftKings celebrated receiving the “Best Places to Work Award” from the recruitment platform Built In, noting that the platform considers “DEI” as part of its criteria.

The company’s employee resource groups include DK Pride, “to support our LGBTQIA+ community and allies.”

BlackRock

The investment management company BlackRock, a pioneer in the DEI and ESG movements, claims to have rolled back its policies, but Consumers Research claims the firm moved its DEI program under its “Talent and Culture” department. A March 2025 report stated that the company’s previous head of DEI, Michelle Gadsden Williams, would co-lead the new talent and culture team.

BlackRock’s “Talent and Culture” webpage lists the demographics of the company’s employees, stating that it has 42% women employees, 33% women senior leaders, 7% black employees, and 5% LGBTQ+ employees, among other statistics.

Traeger

Consumers Research claims that the grill-making company Traeger attempted to rebrand its DEI commitments to “inclusion and belonging.” The report cites Traeger’s 10-K filing with the Securities and Exchange Commission.

The filing for 2022 states that “diversity and inclusion are key components of our culture and are fundamental to achieving our strategic priorities and future vision.” The 2025 version substitutes “inclusion and belonging” for “diversity and inclusion.”

The company’s Sustainable Wood Sourcing Policy states that it evaluates suppliers’ “ESG stewardship and performance” in order to do business with them.

7-Eleven

The convenience store chain 7-Eleven states its commitment to “DE&I” on its website.

“We strive for equality and are committed to taking bold action when it comes to Diversity, Equity and Inclusion,” the website states. “Our strategy focuses on three core pillars: Foster an inclusive workplace culture, cultivate diverse talent, and positively impact the communities we serve.”

Seven & i Holdings, the chain’s parent company, promotes DEI and includes “diversity promotion targets” as part of its operating policy. The parent company set quotas, aiming to have 30% of its managers and executive officers be female by February of this year. “Diversity promotion targets” also include encouraging male employees to participate in housework and child care, and “encourage understanding of LGBTQ+.”

7-Eleven’s annual report for 2025 highlights its climate goals, aiming to cut carbon emissions to 50% by 2030 and to 100% by 2050.

Duluth Trading Company

The workwear company Duluth Trading states that “all Duluth employees participate in Diversity, Equity and Inclusion training.”

Nike

The Consumers Research report also highlights sports apparel brand Nike’s “Be True” campaign, which emphasizes LGBTQ+ themes and highlights the work of a “trans man.” It highlights Nike’s “No Pride No Sport” initiative, which aims to “shape a strong culture of LGBTQIA+ belonging and visibility in sport,” amid criticism of men identifying as women competing in women’s sports.

The report also cites a New York Times Magazine report claiming that Nike funded a study advocating for men competing in women’s sports.

Bank of America

Bank of America has maintained its climate commitments. The company’s 2025 Sustainability report states that the company monitors progress on “sector transition” through its 2030 Financing Activity targets. The company set 2030 targets “for seven sectors—auto manufacturing, aviation, cement, energy, power generation, iron and steel and maritime shipping—that track emissions intensity of clients in these sectors.”

The company says it aims to achieve net zero greenhouse gas emissions in 2050.

Carhartt

The workwear brand Carhartt promoted Todd Corley, who previously led DEI efforts at the company, to chief people & impact officer last year.

The Daily Signal has reached out to these companies for comment and will update this story with any response.