The DEI Abandonment: A Missed Opportunity During Black Friday and Beyond

When Multicultural Marketing Collides with Political Pressure

As I watched Walmart’s commercials this past Black Friday weekend, I couldn’t help but reflect on the dissonance between their vibrant, multicultural marketing campaigns and the recent news of the company scaling back its diversity, equity, and inclusion (DEI) efforts under conservative pressure. The commercials, filled with images and stories targeting Black and other diverse consumers, felt like a glaring contradiction.

How do you champion cultural representation in your marketing while dismantling the infrastructure that ensures that representation is genuine and equitable within your organization?

This moment hit close to home for me.

In 2015, I worked alongside an agency team supporting some of Walmart's most visible consumer packaged goods (CPG) campaigns—many of which related to Black consumers (ie. The Patti LaBelle sweet potato pie that went viral, and led to a nationwide shortage with record-breaking sales).

Remember that?

Back then, it made sense. Walmart was a leader in DEI, actively investing in efforts to connect with and serve diverse communities. Their DEI strategy wasn’t just talk; it was baked into their business practices, creating authenticity in their messaging and loyalty among multicultural shoppers.

But now, it doesn’t add up.

A Strategic Misstep

Abandoning DEI isn’t just about caving to political pressure—it’s a strategic miss.

Black Friday and the holiday shopping season are some of the most critical times for retailers to connect with diverse audiences.

According to Nielsen, Black consumers alone command over $1 trillion in spending power, and multicultural audiences are driving significant growth in consumer markets. Walmart has long recognized this, leveraging DEI as a business advantage to authentically connect with its consumer base.

By scaling back on DEI efforts, Walmart risks eroding the trust and loyalty of these key consumers. Belonging is not performative; it’s cultivated through intentional actions that back marketing strategies with fair practices, diverse leadership, and equitable opportunities. Without this foundation, the commercials seen this Black Friday fall flat, signaling a lack of genuine investment in the communities Walmart relies on.

The Bigger Picture

Walmart’s retreat from DEI reflects a broader trend in corporate America. Under political and societal pressure, many organizations are abandoning initiatives designed to foster equity and shared power.

This shift disregards the data:

Companies with diverse leadership are 35% more likely to have above-average financial returns (McKinsey).
Inclusive organizations see an 83% improvement in decision-making (Deloitte).
Gen Z and Millennials, soon to dominate the workforce, expect employers to prioritize DEIB.

The backlash against DEI isn’t about broken systems—it’s resistance to the redistribution of power and opportunity. For Walmart, this is a direct risk to its competitive edge in a diverse marketplace.

A Missed Opportunity

Walmart’s decision to scale back DEI undermines its long-standing reputation as a leader in multicultural engagement. Black Friday commercials alone cannot mask the absence of internal efforts to foster belonging for employees and communities alike. Belonging is not a separate initiative from DEI—it is the outcome of equity, representation, and inclusion done well.

Abandoning DEI work, especially at such a critical time, doesn’t just hurt employees and consumers—it risks the long-term viability of the company itself.

This disconnect highlights a deeper challenge in today’s corporate landscape: understanding that belonging—the “B” in DEIB—is not just a nice-to-have but an essential element of meaningful engagement. Belonging bridges the gap between performative marketing and authentic organizational commitment, ensuring diverse consumers and employees feel valued beyond the ad campaigns.

Key Points:

Belonging bridges the gap between performative marketing and genuine organizational commitment.
Multicultural consumers expect authenticity, and scaling back DEI undermines this trust.
DEIB drives success, with measurable business outcomes tied to fairness and inclusion.

Critical Call to Action

To Walmart and other organizations facing similar crossroads:

Recognize that belonging is not expendable. Invest in DEIB initiatives that align with your marketing efforts and business values. Create environments where employees and consumers feel genuinely valued and included—not just seen in ads.
To consumers, employees, and leaders: demand better. Advocate for DEIB as a non-negotiable part of your workplaces and communities. Together, we can ensure belonging remains at the forefront of progress, not left behind in the wake of political pressure.

Who is holding your organization accountable for belonging?

Let’s continue the conversation.

Author: Aerial Ellis, Ed.D.

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