It’s a subject that I don’t think is getting much publicity in France, or even in Europe, despite the fact that it represents a major reversal of HR policies that have been in place for years. I’m talking about the significant decline in diversity, equity and inclusion (DEI) initiatives within American businesses, particularly in the tech sector.
Once again, it took a statement by Mark Zuckerberg (Mark Zuckerberg wants to inject more “masculine energy” into the professional world[FR]) to cause a stir on this side of the Atlantic, but this regression had already been underway for several years , and the question arises as to whether this trend can be extended to Europe and, in my case, to France.
Businesses such as Meta, Amazon and McDonald’s, as well as Ford and Walmart, have recently reduced or even abolished their DEI programs (Big Tech companies are cutting DEI programs-but watch exactly how they do it). These decisions seem like a clear retreat from a progressive trend, but contrary to popular belief, they’re not just about realigning with the future tenant of the White House.
The decline of inclusion and diversity in the US
In fact, it’s not just Facebook we’re facing a much more global trend.
So let’s start with META, which has simply disbanded its DEI team (Meta drops DEI initiatives while Amazon scales them back) and its Chief diversity officer, Maxine Williams, has been promoted to another role dedicated to accessibility and engagement.
“The term ‘DEI’ has also become charged, in part because it is understood by some as a practice that suggests preferential treatment of some groups over others” says the chief HR in an internal memo.
Indeed, Meta has ended its “diverse list” approach to hiring, which involved considering a diverse group of candidates for each open position.
We are also seeing a refocusing of these policies, often accompanied by rebranding. While Amazon has announced that it wants to end “outdated programs” and focus on inclusive approaches with proven results, META is eliminating terms like “equity” and plans to revamp its DEI training programs to emphasize fair and consistent practices that mitigate bias for all, regardless of background.
Other businesses, such as McDonald’s (proof that the movement isn’t just in tech) have stopped setting numerical targets in this area (How the DEI backlash will impact gender equality at work).
The only ray of light in the fog, Apple, maintains its engagement and specifies that it does not discriminate in recruitment, training or promotion, and is lobbying its shareholders to block an anti-DEI resolution that one of them wants to put to a vote (Apple’s board urges investors to block this anti-DEI proposal). And Apple is not alone (DEI Isn’t Dying: These Companies Are Standing Strong Against ‘Anti-Woke’ Backlash In 2025).
The varied motivations of anti-DEI policies
Trumpism is a convenient scapegoat. While the change in philosophy that will accompany the change of presidency obviously plays a role (but it is also a consequence of something deeper), the wheel has been in motion for some time.
The first motivation is legal , following a Supreme Court decision in 2023 which put an end to positive discrimination in university admissions, fearing similar future decisions for recruitment (Companies are quietly altering their DEI programs in the wake of legal action) .
Of course, there is also a political cause behind this reversal. Pressure from conservative groups, behind numerous legal actions, as well as the rapprochement of certain tech bosses such as Zuckerberg with Donald Trump , show that the tide is turning on the side of the White House, and that being pro-EDI may soon no longer be in the air, or may even be detrimental to business.
The cultural dimension also plays its part. As the META memo shows , the term DEI has become connoted and symbolizes a form of preferential treatment which is beginning to generate all the more resistance and rejection as its results are questionable.
Significant impacts
The backward steps taken by American businesses with regard to DEI are anything but neutral in terms of their medium- and long-term impact.
The end of initiatives that have led to greater representation of minorities in businesses, and particularly in management positions, could in time be a real brake on diversity and create further inequalities.
The working climate could also deteriorate, with a kind of revenge on the part of those who felt restricted by the DEI, or even a kind of endorsement of gender stereotypes, legitimized by statements such as Zuckerberg’s (Mark Zuckerberg wants more ‘masculine energy’ in corporate America).
A decline in inclusion that could spread to Europe?
Since any wave that starts in the United States always ends up reaching European shores, sometimes amplified, sometimes weakened, it’s legitimate for some to be frightened of seeing the same thing happen in Europe (and others to rejoice).
The possibility is real.
It has never been easier to propagate extreme ideologies than it is today, especially with the resonance chamber of social networks, and even more so when their proponents are allowed to self-moderate (Zuckerberg and moderation: back to chaos?).
The global economic context doesn’t help either. In times of crisis, “non-economically vital” initiatives such as CSR can be perceived as secondary. When you see where the priorities of French business leaders lie (source: 20th edition of the baromètre des dirigeants français by La Tribune, Eurogroup Consulting, BFM Business and CCI France International), you can already see where the climate and ecological transition lies.
In a globalized economy , and particularly in the context of American businesses with subsidiaries in Europe, there is also every reason to fear that pressure from head office could lead to a global downward standardization.
Last but not least, the social tensions present in certain countries against a backdrop of debate on immigration and cultural identity can fuel polarization.
European CSR protected by safeguards
Fortunately (or not, depending on where you stand), European CSR enjoys a number of safeguards.
Let’s start by agreeing on the terms: if CSR is the closest thing we have to the DEI, it’s not exactly the same thing.
CSR has a fairly broad spectrum, including sustainable development and the environment (reduction of CO2 emissions, circular economy), employee well-being (health, work/life balance), societal engagement (philanthropy, support for local initiatives) and business ethics (responsible governance).
The DEI is more focused and concentrates on tackling systemic inequalities within businesses, with an emphasis on diversity in recruitment (representation of ethnic minorities, women, LGBTQIA+ people, etc.), equity in access to opportunities (remuneration, promotions), inclusion in business culture (sense of belonging, absence of discrimination).
First and foremost, it’s worth noting that Europe’s anti-discrimination directives provide a solid legal foundation that protects and even sanctifies CSR initiatives.
For example, the European directive on extra-financial reporting requires major businesses to publish information on their environmental and social impact.
DEI, on the other hand, is a voluntary initiative , the result of no obligation other than those imposed by the company itself. DEI policies are more often motivated by social pressures, competitiveness or internal initiatives than by legal obligations.
Europe also benefits from a culture of social dialogue which could act as a brake on extreme initiatives, although one might question the “solidity” of this culture in the face of the upheavals that are shaking society, and its permeability to certain ideas.
Finally, there is pressure from stakeholders. Customers, investors and the media expect businesses to meet high ethical standards. But here again, as in all societal evolutions, the tide can turn one day, under pressure from the economic context and a social body which, seeing what is happening in the USA, might say to itself that “it’s possible to change the paradigm and get away from common thinking”.
It’s clear that CSR in Europe can’t collapse overnight, if only because it’s protected by regulatory dikes, but that doesn’t mean it’s untouchable. In the event of an underlying trend, there’s no doubt that CSR can protect itself in Europe, but it will take a long time, and the result will be greatly diminished.
Bottom line
The retreat of policies aimed at inclusion and diversity in business is a real trend that does not only affect the tech world. However, some businesses continue to affirm their commitment to these policies, and there’s nothing to say that this isn’t just an opportunistic trend that won’t stand up to political change. And while there’s a lot of talk about companies dropping out of the DEI, the list of those maintaining their commitment is significant.
That said, the “anti-woke” message conveyed by the recent American elections may also suggest that we are facing something deeper and more perennial, and that after having gone too far in one direction, we are facing a severe swing of the pendulum.
In the face of this, Europe is only protected from the spread of these ideas by a culture which we can’t rule out weakening out of pragmatism in a tense social and economic context and, above all, by far more protective legislation.
But when you rely solely on regulation to protect you from a possible societal or political wave, you may well have a problem.
Image: CSR by one photo via Shutterstock
