A Revealing Timeline of DEI’s Quiet Exit on Social Media Among US Consumer Staples Companies
Canterbury, UK, April 25, 2025
US companies have been retreating from DEI messaging on social media for much longer than most realise. This trend didn’t begin with Trump’s presidency or even with his election victory – it dates back to the US Supreme Court ruling on DEI practices in universities, and perhaps even earlier. The influence of interventionist investors and conservative political figures has reshaped the narrative, pressuring many companies to scale back their public commitments to diversity, equity and inclusion. Yet, a few resilient companies continue to champion their DEI initiatives, standing firm against shifting tides.
Major alcoholic drinks companies were among the first to retreat from DEI messaging, with Constellation Brands – producer of Black Velvet, Corona (in the US), and Svedka – leading the charge. Its last DEI-related post was recorded in October 2022. AB InBev and Brown-Forman soon followed, seemingly in response to the backlash against Bud Lite’s transgender advertisement campaign in the spring of 2023. Both companies had previously been active proponents of DEI initiatives on their social media channels. Molson Coors, another once-enthusiastic advocate, similarly ceased its DEI posts towards the end of the year.
Other sectors have seen early retreaters from DEI messaging, including Altria Group (Marlboro), Georgia-Pacific, Kraft Heinz and PepsiCo. The first three were already modest advocates of DEI initiatives. PepsiCo, however, stood out as a middling promoter, announcing in 2020 a $400m commitment to support Black-owned businesses and address racial inequality over five years. Yet, with over a year since their last DEI-related post, this significant investment appears to have gone unmentioned.
Consistent proponents of DEI messaging that appear less influenced by external pressures include Colgate-Palmolive, Gallo, Mondelēz (a company with 87% of employees working outside the USA), JM Smucker and The Clorox Company. Procter & Gamble continues to champion DEI initiatives at a relatively significant level, although the volume of posts has halved annually since its peak in 2021. The Coca-Cola Company marked inclusion at the Winter Special Olympics, but prior to this had not posted any DEI-related content since May 2023 – making it more of a one-off gesture.
Sustainability Monitor CEO, Ronnie McBryde says, “It’s clear that the Consumer Staples industry’s commitment to promoting DEI is waning as the backlash continues. However, some companies appear to be holding firm. The key questions now are: will non-US companies follow the US example, as the UK’s GSK has already announced? And will companies stop promoting environmental initiatives, particularly net zero targets, in the same way as DEI has faltered?”
About Sustainability Monitor: Leading the Way in ESG Tracking
For the past five years, Sustainability Monitor has been examining what global Consumer Staples companies and their brands are communicating to their millions of followers on social media. Focused on monitoring, categorising and analysing tens of thousands of ESG-related posts, the organisation provides invaluable insights into the evolving ESG landscape. These findings help companies and stakeholders stay informed and responsive to emerging trends.
Founded by Ronnie McBryde, former Worldwide Head of Information & Intelligence at the Ogilvy Group and European Research Director at Mintel International. Sustainability Monitor is at the forefront of tracking Environmental, Social and Governance (ESG) activities on social media. McBryde’s vision is rooted in the belief that monitoring social media posts offers a continuous and nuanced barometer of ESG trends, surpassing other, less frequent measures.
For more information, please contact:
Ronnie McBryde
[email protected]
+(44) (0)7939 026539
