Boycotts, Backlash, and Bottom Lines: Why Ditching DEI Is a Losing Strategy (Issue #92)

DEI isn’t failing—it’s being targeted. My mom, a DEI expert with 20+ years of experience, breaks down why this moment is so critical and what we can do to fight back.

Hi friends!

Today’s takeover guest is one of my favorite people on the planet – Cecilia Stanton Adams, aka my mom!! She’s not only an experienced professional, but she’s been working in the field of diversity, equity, and inclusion since before it was even called “DEI!” And with more than 20 years of experience, she’s seen the landscape shift and change countless times over the years. But now, as the Trump administration has set its sights on eliminating DEI programs across the country, my mom’s perspective on the current political moment is one I think we can all learn from.

Now, join me in giving a warm welcome to today’s takeover host – the one, the only, Cecilia Stanton Adams!!

---

Hello!

I’m Cecilia Stanton Adams, and if my last name sounds familiar, it’s because I’m the proud mom of Celisia Stanton. Yes, that Celisia—the brilliant mind behind this newsletter, my greatest accomplishment, and the one who keeps me on my toes. But today, I’m not here just as her mother—I’m here as someone who has spent over two decades in the trenches of DEI, watching it evolve, struggle, get rebranded, and yes, now, come under attack in unprecedented ways.

I want to talk to you about what’s happening right now, why this moment is so critical, and what we can do to continue the work—because giving up is not an option.

The Fight Against DEI: What's Really Happening?

Let’s be clear: DEI isn’t being dismantled because it doesn’t work. It’s being dismantled because it does. It shifts power. It disrupts the status quo. It gives people who have been historically excluded a seat at the table, and for those who have been comfortably seated for centuries, that feels like a loss—even when it isn’t.

The new administration is making an aggressive effort to erase the progress that has been hard-won over decades. They’re not just targeting DEI; they’re coming for reproductive rights, voting rights, protections for LGBTQ+ individuals, people with disabilities, immigrants, affordable housing and low-income communities (just to name a few). And they’re doing it with the kind of confidence that suggests they believe we’ll just accept it.

But they underestimate us.

What Companies Are Getting Wrong About DEI

Many companies are scrambling in response to the political climate, making public announcements about “divesting” from DEI, fearing backlash from far-right conservative activists like Robby Starbuck, who claims DEI is “divisive.” Target tried it. Walmart tried it. PepsiCo, Coca-Cola, and others have either stepped back or made questionable public stances. And guess what? Consumers noticed.

• Target’s in-store sales dropped by 5.4%, and online sales tanked by 10.9%.

• Walmart had its worst stock drop in over a year, wiping out billions in market value.

• PepsiCo is experiencing sales declines in North America, partially due to boycotts.

• Coca-Cola’s sales plummeted by 23% in Bangladesh in response to the Gaza war.

These companies thought they were securing their bottom line by retreating from DEI, but what they failed to see was the long game. Employees — especially Gen Z, Millennials & Gen X — want to work for companies that align with their values. And the U.S. is becoming more diverse, not less. The non-white population has nearly doubled since 1990, making up over 40% of the country today.

If companies think they can abandon diversity initiatives without consequence, they’re ignoring the fact that their future workforce—and their future consumers—aren’t going to forget.

We’ve Been Here Before—And We Overcame

This is not the first time the powerful have tried to silence progress.

• In the 1960s, six-year-old Black children walked into desegregated schools while white adults screamed slurs and spit on them.

• At Stonewall, LGBTQ+ individuals refused to be erased and fought back.

• Rosa Parks risked her life by refusing to give up her seat, igniting a movement that changed America forever.

None of those battles were easy. Today’s challenges feel overwhelming, and in some ways, they are. But if history has taught us anything, it’s that progress doesn’t stop just because those in power are uncomfortable.

So What Can We Do?

1. Stay in the Fight – Companies may be afraid, but many are also doubling down on their commitment to equity. Support them. Challenge the ones that are backing away. Speak up.

2. Get Creative – If DEI is being stripped from budgets, embed this work into other parts of the organization. Areas like leadership development, innovation strategies, or business operations are natural places to integrate initiatives that still forward diversity, equity, and inclusion without raising red flags. They can defund a program, but they can’t erase a movement.

3. Follow the Money – Pay attention to what companies are doing, not just what they’re saying. The ones that abandon equity efforts are playing a short-term game. The smart ones know that diversity is a business imperative, spend your dollars there.

4. Take Care of Yourself – This work is exhausting. The opposition wants you to burn out, to feel hopeless. Take breaks, find your people, and remember: you are not alone.

The Evolution of DEI: We Are Not Done

DEI is not a trend. It’s not a buzzword. It’s not going away. It is an essential part of how companies attract talent, serve their customers, and navigate an increasingly complex world.

The opposition wants us to believe that this is the end. But I know better. I know that change is uncomfortable. I know that every major movement in history has faced pushback before breaking through.

And I know this: We are not done. Not by a long shot.

So, take a breath, roll up your sleeves, and let’s get back to work.

To read more articles from me, check out my newsletter: The Future of Diversity

To book services, visit: www.stantonadams.com

A round-up of things to watch, read, and listen to as you head into the weekend.

Note: Links preceded by an asterisk (*) are affiliate links that allow me to collect a small commission when you purchase something I’ve recommended. That said, I can promise I’ll only ever share items I love. Buying through these links is one way to support me and my small biz. ❤️

I know how frustrating paywalls are! When possible, I’ll try to offer gift links through my subscriptions to support access to high-quality journalism.

• The Daily Podcast: Inside the Trump Purge: Federal Workers Tell Their Stories (gift link)

  • On the campaign trail, Trump made it clear: if he returned to power, the federal workforce would face massive cuts. Now, that promise has become reality. In this episode, you hear from dozens of federal workers as they share what it’s like to live through the layoffs, buyouts, and agency closures firsthand.

• Book: *On Tyranny Graphic Edition: Twenty Lessons from the Twentieth Century by Timothy Snyder

  • Politics got you perplexed? This book distills history’s lessons into 20 insights, which has helped me better understand today’s leaders.

• TIME: Why Consumers Are Planning an ‘Economic Blackout’ on Feb. 28

  • Today, consumers across the country are choosing to abstain from spending their money as a means of economic resistance. I’m always interested when these types of boycotts get national, mainstream media coverage, so I’m excited to see the results of this coordinated action.

We have *two* new episodes for you to check out this week!

The first is part 2 of the Manson Family Murders…

"In the summer of 1969, California police hunted for the killers behind seven brutal deaths over two vicious nights. As the investigation zeroed in on Charles Manson and his cult followers, a shocking story began to emerge. What followed was a criminal trial like no other, marked by a revolving defense team, dramatic protests, and violent threats to witnesses. In this second installment of a two-part breakdown, we go deeper—and darker—to unravel the grisly murders that have haunted Americans for more than six decades.”

And the second is a special behind-the-scenes look into the making of this two-part deep dive:

“The Manson murders have been covered endlessly, turned into sensational headlines, Hollywood blockbusters, and pop culture mythology. But how do you tell this story differently—without glorifying the killer or repeating the same tired narrative?

In this special behind-the-scenes episode, I sit down with my co-producer Olivia Heusinkveld to unpack the making of our two-part series on the Manson murders. We reveal the creative choices we wrestled with, the moments that shocked us most, and the parts of the story that didn’t make it into the final episodes—but still haunt us.

This conversation pulls back the curtain on what you thought you knew about one of America's most infamous crimes.”

You can listen to both episodes (along with many others) on Spotify, Apple Podcasts, or by searching “Truer Crime” wherever you get your podcasts.

Things to try + share in the group chat.

• Winter’s not done playing tricks! Stay cozy with this *heated jacket —just the right warmth, exactly when you need it.

• Tension, meet your match! When I can’t get a real massage, *this little gadget does the trick.

• AirPods? Not for me. *These earbuds stay put, sound amazing, and don’t invade my ears. I may or may not own six pairs…

---

Today’s the last day of Black History Month, so make sure to check out last week’s issue for ways to celebrate:

I’ll see you back here on Monday for my monthly bonus issue, P.S.! Until then, have a great weekend!

Want to stay connected between now and next Friday? Don’t be a stranger!! Make sure to follow me on Instagram and TikTok. Know someone who you think would like Sincerely, Celisia? It would mean the world if you could help spread the word by sharing this newsletter through the button below!! <3