The DEI Debate: How Tech Firms Are Facing Diversity Policies

Corporate diversity initiatives have become a focal point of investor scrutiny in the technology sector recently, especially in light of President Donald Trump’s approach to diversity, equity and inclusion (DEI) in the workplace since his inauguration.

Many technology companies globally implemented DEI programmes years ago to address historical underrepresentation in their workforces – with these initiatives typically encompassing recruitment targets, supplier diversity requirements and performance metrics tied to executive compensation.

Now, President Trump has described DEI approaches in the US as “dangerous, demeaning and immoral” and has often called the policies “nonsense” – encouraging many companies to follow his lead since his election.

However, many remained committed to DEI polices too.

As a result of conservative advocacy groups now targeting corporate DEI programmes through shareholder resolutions, arguing these policies conflict with merit-based hiring – major tech firms are faced with a moral conundrum as they are pressured to change their policies.

Tech sector leaders challenge anti-DEI proposals

Many tech companies have published annual diversity reports since 2014, when Google began disclosing workforce demographic data.

Companies including Apple, Microsoft and Meta followed suit, establishing public commitments to increase representation of underrepresented groups.

Apple
For example, Apple urges shareholders to reject a proposal from the National Center for Public Policy Research (NCPPR) that calls for elimination of diversity initiatives, including its supplier programmes.

"We strive to create a culture of belonging where everyone can do their best work," Apple states in its proxy statement – and the company's board will convene in February to address the resolution.

IBM
IBM contests a Heritage Foundation-backed proposal demanding removal of executive pay incentives linked to diversity targets and seeks to exclude the resolution, arguing it misrepresents IBM's existing policies.

Coca-Cola
Coca-Cola faces similar challenges from the National Legal and Policy Center (NLPC) regarding executive compensation, yet defends its approach, stating:

"The Coca-Cola Company maintains employee representation goals designed to achieve diversity so the company mirrors the markets we serve."

Tech giants that have scaled back diversity targets

After Trump signed two executive orders in January 2025 targeting DEI programmes – Google, Meta, Amazon, McDonald’s, Walmart and Ford have scaled back diversity programmes.

For example, Google introduced its first Head of Diversity position in 2005, implemented unconscious bias training in 2013 and in 2020, Chief Executive Officer Sundar Pichai set a target for 30% more leadership positions to be filled by underrepresented groups by 2025 – when at the time, men held over 70% of leadership roles, with 96% of leaders identifying as white or Asian.

Now, Google’s diversity targets face executive order pressure and the company must comply with new requirements as a federal contractor.

“We’re committed to creating a workplace where all our employees can succeed and have equal opportunities,” a Google spokesperson told BBC News.

“We’ve updated our [annual investor report] language to reflect this and, as a federal contractor, our teams are also evaluating changes required following recent court decisions and executive orders on this topic.”

JPMorgan Chase and Mastercard faces diversity compensation review

Facing diversity compensation review, JPMorgan Chase received proposals from both the NCPPR and NLPC challenging its DEI programmes and executive compensation frameworks.

Jamie Dimon, CEO of JPMorgan Chase, addressed concerns at the World Economic Forum's 2025 summit in Davos: "We're going to continue to reach out to the Black community, the Hispanic community, the LGBT community, the veterans community," he says.

The bank requests Securities and Exchange Commission (SEC), the US market regulator responsible for protecting investors from market manipulation, approval to exclude the proposals, stating they relate to routine operations and inaccurately represent company practices.

Meanwhile, Mastercard faces similar pressure from the NLPC to remove DEI and environmental, social and governance (ESG) targets from executive compensation criteria.

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