DEI policies brought no financial penalty for companies that kept them, study finds

TL;DR

Companies that maintained DEI programs during the second Trump administration faced no financial penalties.
Firms with DEI programs performed similarly in stock market returns and revenue compared to those that cut them.
The study focused on companies' financial performance before and after Executive Order 14173 in January 2025.
Major corporations like Apple, Costco, and Delta Air Lines kept their DEI programs without consequence.
Researchers found no detectable differences in abnormal returns or revenue between companies with and without DEI efforts.
Despite the findings, some executives feared potential retaliation from the Trump administration for maintaining DEI.
Consumer support for diversity remains broad, though some companies have faced backlash over specific DEI initiatives.
A 2025 poll indicates that a majority of Americans believe diverse workforces are more profitable and innovative.

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