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On one of his first days in office, President Donald Trump signed an executive order mandating all federal agencies to end any diversity, equity, and inclusion (DEI) initiatives, refocusing opportunity allocation on a merit basis rather than one of identity. This move pushes against the DEI efforts that companies began as a response to the social justice movements of 2020, aligning with the rise of socially conscious consumer expectations. Now, with some companies complying and some showing opposition, the civically-minded consumer grapples with how and where they will shop.
More consumers take a stance on DEI, and as opposition rises, support still outpaces
One month following Trump’s January inauguration through late spring, opposition to DEI was trending downward with a six-point decline from February to May. However, now these numbers are moving back up. Over one-fourth of Americans (29%) now say they are opposed to DEI initiatives – a 2pp increase from May. On the other hand, even more, over 4 in 10 (43%) currently state their support of these programs. While this is up slightly from February, the numbers are consistent with those of the last couple of months. Additionally, consumers have grown less neutral on the topic, with the percentage unsure of their stance steadily declining since May.
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With more support than opposition to DEI amid executive discouragement, it suggests the importance to consumers. Additional CivicScience data show that those who state a company’s social consciousness and overall kindness in considering where to shop and what to buy as ‘very’ important have increased by 5pp YOY to 36% since 2024. On the other hand, those who see it as ‘not at all important’ decreased 3pp to 24% since 2024. With stronger support than opposition to DEI initiative implementation, combined with a demonstrated importance of social kindness, more consumers may consider a brand’s social stance and messaging before they buy.
DEI proponents are wary of economic futures
However, social consciousness is not the sole factor in making purchases. New tariffs and other policies have created a volatile economy with ever-fluctuating prices. CivicScience data finds that people who oppose DEI are over three times as likely to believe the U.S. economy will improve in the next six months (61%) as those who support DEI (19%). This divergence in DEI supporters and opponents may also reflect broader ideological differences, as CivicScience polling shows economic optimism and views on DEI often align with political affiliation.
Social statements hold significant sway over consumers
Nevertheless, as DEI takes the forefront of many consumers’ minds, we see how a brand’s social messaging can make an impact. In the past 90 days, nearly 50% of consumers have had their brand loyalty swayed in some way by a brand’s actions on DEI – either stopping and/or starting shopping with a certain brand based on their stance. Given that consumers are twice as likely to stop shopping with a brand as a result than starting, DEI is a crucial consideration for brands looking to maintain or expand their consumer base.
The pro-DEI consumer’s awareness of a brand’s social stance is also reflected in their reported consistency with a business. Data finds that those who support DEI initiatives are 12pp more likely to be ‘very’ loyal to their favorite brands than those who oppose DEI initiatives.
Further CivicScience data show that people who support DEI have higher switching propensity. For example, they are far more likely to switch satellite providers, banks, and health insurance companies, respectively, than those who oppose DEI. As we see these socially-minded consumers feeling more unsure of the U.S.’s economic future and aware of the actions that brands are – or are not – taking to support DEI, their brand loyalty may fluctuate. However, when they do find a brand whose messaging and ventures they align with, they remain loyal.
Still, different brands attract distinct consumer bases, each with its own opinions. For a deeper look at sentiments across industry categories, CivicScience analyzed how consumers feel about DEI by various brands. Among the range of brands studied, those that engage with Barnes & Noble and Toyota cars were more likely to express support for DEI, whereas consumers of Amazon.com and Walmart were less likely to do so.
Use this Data: CivicScience clients use real-time insights like this to track what truly drives engagement and adjust strategies as consumer motivations evolve.
Amid policy rollbacks, support for DEI is up from earlier this year, and data show that a brand’s response plays a role in consumer behavior. Pro-DEI shoppers may be more cautious of ongoing economic uncertainties, causing them to switch certain brands they use. However, once they find a brand that aligns with their social beliefs and desires, they remain supportive. As DEI becomes a more actively debated topic, companies that understand and strategically communicate with these consumers will be better positioned to earn trust, drive retention, and grow their market share.
