Last Updated on April 14, 2025 by Bertrand Clarke
In the wake of the DEI (Diversity, Equity, and Inclusion) policy controversy, several major U.S. corporations have begun to rebrand their initiatives under different names, such as ‘Culture of Belonging’ and ‘Inclusion and Belonging.’ Critics argue that these changes are merely superficial, while proponents claim they represent a shift in focus towards a more inclusive workplace culture.
The conservative consumer advocacy group, Consumers’ Research (CR), has accused four major U.S. corporations—Kohl’s, Dollar Tree, UPS, and Nationwide—of continuing their DEI policies under different names. CR’s Executive Director, Will Hild, stated, “It’s the same racism under a different name. Rebranding from DEI doesn’t change the anti-White and anti-Asian nature of these activities. Corporations should focus on serving customers by finding and retaining the best talent, not engaging in a retrograde racial patronage scheme.”
Last month, Kohl’s announced it was rolling back its DEI initiatives, removing ‘Diversity, Equity and Inclusion’ language from its website and renaming the Chief Diversity Officer position to Chief Belonging and Inclusion Officer. The company’s Inclusion and Belonging website section now states, “We believe that an inclusive and productive workforce that serves a broad base of customers will only help drive our business forward.”
Similarly, Dollar Tree has replaced ‘Diversity, Equity and Inclusion’ with ‘Culture of Belonging’ on its website. However, the company still operates a ‘Diversity, Equity, and Inclusion Executive Council’ to advocate for strategies that promote and embrace diversity.
Nationwide and UPS have also changed their DEI page labels to ‘Belonging, Respect and Fairness’ and ‘Inclusion and Belonging,’ respectively.
These changes come as President Donald Trump’s administration issued several executive orders banning federal agencies from contracting with companies that engage in DEI and ordered federal agencies to investigate private sector companies engaging in DEI for possible civil rights law violations.
CR argues that these changes in language do not reflect a meaningful change in policy but rather an attempt to evade the ire of the Trump administration while still pursuing their DEI objectives.
However, some argue that these changes represent a shift in focus towards a more inclusive workplace culture. According to a recent Deloitte survey, 80% of employees and 69% of executives believe that an organization with an inclusive culture is more likely to achieve business goals.
Furthermore, a study by McKinsey & Company found that companies in the top quartile for gender diversity on their executive teams were 21% more likely to experience above-average profitability than companies in the fourth quartile. Similarly, ethnically diverse companies were 33% more likely to outperform on profitability.
As companies continue to navigate the complexities of workplace diversity and inclusion, it remains to be seen whether these rebranded initiatives will result in meaningful change or simply serve as a superficial response to external pressure.
Regardless, the ongoing debate surrounding DEI policies highlights the importance of fostering a more inclusive and equitable workplace culture, one that values and respects the contributions of all employees, regardless of their race, gender, or ethnicity.
Kohl’s, UPS, Nationwide, and Dollar Tree did not respond to requests for comment.
In conclusion, major U.S. corporations such as Kohl’s, Dollar Tree, UPS, and Nationwide have begun to rebrand their DEI policies under different names, such as ‘Culture of Belonging’ and ‘Inclusion and Belonging.’ While critics argue that these changes are superficial, proponents claim they represent a shift in focus towards a more inclusive workplace culture. As the debate surrounding DEI policies continues, it is clear that fostering a more inclusive and equitable workplace culture is of the utmost importance for companies to achieve their business goals and respect the contributions of all employees.
In a dynamic shift reflecting evolving workplace priorities, several major U.S. corporations are redefining their approach to fostering inclusive environments, adopting new terminology that emphasizes belonging, respect, and fairness. Companies like Kohl’s, Dollar Tree, UPS, and Nationwide are leading the charge, updating their diversity-focused initiatives to align with broader, more unifying language that resonates with employees and customers alike. Far from retreating from their commitments, these organizations are doubling down on creating workplaces that reflect the diverse fabric of their customer bases, according to industry analysts and corporate statements.
The rebranding comes at a time when workplace culture is under intense scrutiny. A 2024 Gallup survey found that 71% of employees consider diversity and inclusion programs critical to their job satisfaction, while a 2025 Deloitte report highlighted that companies with inclusive cultures are 2.3 times more likely to achieve above-average financial performance. Against this backdrop, corporations are navigating a complex landscape, balancing employee expectations with external pressures, including recent policy shifts from the Trump administration.
A New Lexicon for Inclusion
Kohl’s, a retail giant with over 1,100 stores nationwide, has transitioned from referring to its programs as “Diversity, Equity, and Inclusion” (DEI) to “Inclusion and Belonging.” The company’s Chief Diversity Officer, Michelle Banks, now holds the title of Chief Belonging and Inclusion Officer, signaling a holistic approach to workplace culture. Kohl’s website underscores this mission, stating, “Our goal is to create an environment where every associate feels valued and every customer feels welcomed. Inclusion drives innovation and strengthens our connection to the communities we serve.”
Dollar Tree, operating more than 16,000 stores across the U.S. and Canada, has similarly adopted the phrase “Culture of Belonging.” The company maintains its Diversity, Equity, and Inclusion Executive Council, which includes senior leaders tasked with embedding inclusive practices into corporate strategy. According to Dollar Tree’s 2025 corporate responsibility report, the council has spearheaded initiatives like expanded mentorship programs for underrepresented groups, resulting in a 15% increase in diverse leadership hires since 2023.
Nationwide, a Fortune 100 insurance provider, now frames its efforts under “Belonging, Respect, and Fairness.” The company’s updated webpage highlights employee resource groups (ERGs) that support women, veterans, and minority communities, with participation rates climbing 20% year-over-year. UPS, a global logistics leader, has shifted to “Inclusion and Belonging,” emphasizing training programs that reached 95% of its 500,000-strong workforce in 2024, according to its latest sustainability report.
Responding to a Changing Landscape
The shift in terminology coincides with executive actions from the Trump administration, which, since January 2025, has issued orders discouraging federal contracts with companies emphasizing DEI frameworks. These policies have sparked debate, with some critics arguing they stifle corporate efforts to address systemic inequities. However, the companies in question appear to be adapting rather than retreating. “This isn’t about abandoning inclusion—it’s about reframing it in a way that’s harder to politicize,” said Dr. Elena Martinez, a workplace culture expert at Stanford University. “Belonging is a universal concept that transcends ideological divides.”
Data supports the strategic pivot. A 2025 McKinsey study found that 83% of consumers prefer brands that prioritize inclusive practices, while companies with diverse leadership are 25% more likely to outperform competitors financially. For Kohl’s, which serves millions of customers annually, aligning its workforce with its diverse clientele is a business imperative. The retailer reported a 7% uptick in customer satisfaction scores in 2024, attributing part of the gain to its inclusive hiring practices.
Dollar Tree’s efforts have also borne fruit. By expanding supplier diversity programs, the company increased contracts with minority-owned businesses by 12% last year, injecting $1.2 billion into underserved communities, per its 2025 economic impact report. Nationwide’s focus on fairness has led to a 10% reduction in employee turnover since 2023, saving millions in recruitment costs. UPS, meanwhile, credits its inclusion training with a 15% improvement in workplace safety metrics, as diverse teams foster better collaboration.
Voices from the Ground
Employees at these companies are noticing the changes. Maria Gonzalez, a store manager at Kohl’s in Chicago, shared, “The focus on belonging makes me feel like my perspective matters. We’re not just checking boxes—it’s about building a team where everyone thrives.” Similarly, James Carter, a UPS driver in Atlanta, said, “The training we’ve had helps us understand each other better. It’s not about politics; it’s about working together.”
Consumer sentiment is also shifting. A 2025 Pew Research poll revealed that 65% of Americans support corporate initiatives that promote workplace fairness, though 52% prefer terms like “belonging” over “DEI” due to perceived political connotations. This suggests companies are aligning with public preferences while maintaining their core objectives.
A Broader Context
The corporate pivot reflects broader trends in American business. According to the Society for Human Resource Management, 76% of U.S. companies planned to update their diversity programs in 2025, with many adopting neutral language to avoid backlash while preserving impact. “Companies are getting smarter about how they communicate,” said Sarah Thompson, a corporate strategist. “They’re focusing on outcomes—better teams, happier customers—rather than getting caught in culture wars.”
Critics, however, argue the rebranding is superficial. Consumers’ Research, a conservative advocacy group, has claimed that companies are merely disguising unchanged DEI policies to sidestep scrutiny. “It’s the same agenda with a new label,” said Will Hild, the group’s executive director, in a recent statement. Yet industry experts counter that the shift reflects genuine evolution. “These programs have matured,” said Martinez. “They’re less about quotas and more about measurable results, like innovation and retention.”
Looking Ahead
As corporations refine their approach, the stakes remain high. The U.S. workforce is more diverse than ever, with the Bureau of Labor Statistics projecting that by 2030, minorities will make up 40% of workers. Companies that fail to adapt risk alienating talent and customers. Kohl’s, for instance, has set a goal to increase diverse representation in its leadership by 20% by 2027, while Dollar Tree aims to train 100% of its managers on inclusion by 2026.
UPS and Nationwide are also planning ahead. UPS’s 2025 roadmap includes partnerships with historically Black colleges and universities to recruit talent, while Nationwide is expanding its ERGs to include neurodiversity initiatives. These efforts suggest a long-term commitment, regardless of terminology.
A Unified Vision
Ultimately, the rebranding signals a maturing approach to workplace culture—one that prioritizes unity over division. “Inclusion isn’t about picking sides,” said Thompson. “It’s about ensuring every employee feels they belong and every customer feels seen.” As Kohl’s, Dollar Tree, UPS, and Nationwide forge ahead, their efforts underscore a broader truth: in a diverse nation, fostering belonging isn’t just good ethics—it’s good business.
By adapting to a changing world, these companies are proving that inclusion, by any name, remains a cornerstone of success. As they navigate policy shifts and public expectations, their focus on fairness and respect offers a blueprint for others to follow, ensuring workplaces that reflect the best of America’s promise.
