Impactivize Profile
Mission
Impactivize’s mission is to highlight corporations that are committing to diversity, equity and inclusion (DEI) initiatives. Impactivize features the DEI Job of the Day™ and DEI Employer of the Day™. Despite overwhelming pressure from our federal and state governments, as well as from shareholder activists, the list of corporations stating their commitments to diversity, equity and inclusion (even if renamed) is growing daily. The mission of this project is to raise public awareness, support those companies, their recruiting efforts and consumer calls to action.
In alignment with the NAACP’s Black Consumer Advisory, Impactivize is supporting consumer action, driving business to companies that maintain or augment their DEI initiatives. Keisha Bross, an economic strategist at the NAACP, says they are not calling for a “boycott” of companies but instead encourage consumers to “buy-in” on companies that back their values. People of all backgrounds are encouraged to use the Black Consumer Advisory.
The DEI Job of the Day™ is curated by experts from the executive search field. Companies including Morgan Stanley, Johnson & Johnson, Adobe, and many others have recently been recruiting for open DEI and related positions. Employers that are standing firm on DEI practices include Albertsons, Mastercard, Nike, and many others.
Even if renamed, corporate DEI commitments remain vital. E.g., Salesforce calls its DEI program ‘Equality.’ Workday named its DEI initiative ‘VIBE’ (Value, Inclusion, Belonging, Equity) and has productized VIBE so its client companies can systematize their DEI efforts.
The Impactivize list of Employers of the Day™ reflects a company’s stated commitment to diversity, equity and inclusion initiatives. The list does not reflect a corporation’s political views or donations, nor is the list an endorsement of a corporation’s “goodness.” The list reflects corporations’ stated commitments to diversity, equity and inclusion, no matter how initiatives are named or implemented.
The Business Case for DEI
DEI initiatives have been shown to boost profits, reduce employee attrition and increase employee motivation, according to Boston Consulting Group research based on data from more than 27,000 employees in 16 countries.
Consulting firm giant McKinsey & Company has posted a collection of studies and articles, saying “The business case for gender equality, diversity, and inclusion is strong and growing stronger. This collection examines the barriers that prevent companies from addressing gender and racial equality and identifies solutions for building a stronger, more inclusive workforce.”
Shari Dunn, author of the forthcoming book Qualified (Harper Business) told me: “Let’s be clear: calls from conservatives to shrink DEI programs aren’t just anti-progress—they’re anti-capitalist. The idea that every diverse hire is unqualified, and every white male hire is inherently qualified is both racist and sexist. It ignores the realities of today’s global and multicultural markets. Businesses thrive when they reflect and understand the people they serve.”
Mellody Hobson, Ariel Investmentsco-CEO told CNBC’s Andrew Ross Sorkin:
“Companies understand if they want to reach consumers of all walks of life, of all races, sexual orientations, etc., that they need people inside of their company that can speak to those preferences and those orientations. I think companies understand that and will not walk away from good business.”
Peter Carter, Delta Airlines Executive Vice President of External Affairs, confirmed on the company’s earnings call in January that the airline is not reevaluating its DEI initiatives. He said, “We are steadfast in our commitments because we believe they are critical to our business.”
Costco shareholders voted by a resounding 98-2 percent margin to support the Board’s recommendation to uphold the company’s DEI initiatives. The Board told shareholders: “Our efforts at diversity, equity and inclusion remind and reinforce with everyone at our Company the importance of creating opportunities for all. We believe that these efforts enhance our capacity to attract and retain employees who will help our business succeed.”
The Problem
Conservative factions have targeted the elimination of diversity, equity and inclusion initiatives (DEI) in the private and nonprofit sectors. A presidential executive order of January 21, 2025, directs government agencies to deter DEI in the private sector. The U.S. Attorney General threatened “criminal investigation” of corporate DEI programs. The acting head of the EEOC (Equal Employment Opportunity Commission) said her priority is “rooting out” DEI.
James Fishback has launched an “anti-woke” ETF (exchange-traded fund), discouraging investments in companies with DEI initiatives. His fund’s first target was coffee retailer Starbucks. That attorney general of Missouri has filed a lawsuit against Starbucks for its DEI initiatives. Anti-DEI activist Robby Starbuck claimed credit for Walmart rolling back its DEI initiatives and is continuing his attacks on large companies, threatening boycotts.
The media has amplified Starbuck’s message, mischaracterizing corporate DEI as “on the ropes” (the New York Times), citing just a handful of large companies that have scrapped or rolled back their DEI initiatives, creating a public misperception that corporate DEI is dying. But, in actuality, many more companies are maintaining or augmenting their DEI commitments.
Two right-wing nonprofit groups are targeting large companies’ DEI initiatives. The National Center for Public Policy Research attacked not only Costco, but also companies including Apple, JPMorgan Chase and others. A corresponding nonprofit called the National Legal and Policy Center has targeted companies including Mastercard, Coca-Cola, and others.
Despite the attacks, a recent study by Resume.org showed that about 87 percent of companies are maintaining or augmenting their DEI strategies in 2025. The organization characterized its findings as “1 in 8 companies are scaling back DEI,” rather than 7 in 8 are maintaining or augmenting their DEI initiatives.
Costco has been a lightning rod, and Republicans are working to make an example of the company. 19 Republican state attorney generals have demanded Costco repeal its DEI policies, even though shareholders overwhelmingly voted (98-2 percent) to support the Board’s recommendation to continue its DEI initiatives. Led by Texas AG Ken Paxton, his Republican colleagues have demanded Costco respond within 30 days (by the end of February).
Washington state attorney general Nick Brown messaged me: “I’m surprised by my Republican colleagues’ eagerness to weaponize the government against business. We don’t believe in punishing private companies for making decisions that protect and enhance their [Costco’s] workforce.”
The Solution
Impactivize – Home of DEI Job of the Day™ and DEI Employer of the Day™
The robust response on social media (Bluesky and Linkedin) to posts highlighting jobs and companies that are maintaining their commitments to DEI initiatives indicates broad interest and public appetite for raising awareness and patronage of those companies.
A post on Linkedin highlighting a list of companies that have stated commitments to DEI on their websites has garnered more than 213,000 impressions. From a recruiting perspective, companies that are keeping their DEI initiatives intact will attract a superior talent pool.
As I wrote for the Queen Zone in January: “Judging from the growing list of companies standing strong, DEI doesn’t seem to be ‘on the ropes,’ as the Times reported. Rather, it would appear that DEI is on fresh legs in the center of the ring, landing a flurry of counterpunches.”
Bio of Impactivize Founder
Nancy Levine Stearns is a freelance journalist, covering corporate social responsibility. Her reporting has been cited by The New York Times, NBC News, and Forbes, among other outlets. She was the No. 1 ESG (Environment, Social, Governance) Influencer on Twitter in 2020, according to a Commetric study. Nancy was a career executive recruiter for nearly 30 years, starting at American Express headquarters in New York City, later recruiting for companies and nonprofits including software giant Autodesk and the Knight Foundation, among many others. She is the author of The Tao of Pug four-book series (Penguin/Skyhorse) and attended New York University Stern School of Business. Nancy is originally from Scarsdale, New York, and now resides with her husband Michael in Eugene, Oregon.
What’s Next
Impactivize is in conversation with potential fiscal sponsors. Once a fiscal sponsorship agreement is finalized, we will formally launch the project and its website, highlighting pro-DEI companies and their recruiting efforts, open job listings and consumer calls to action. Impactivize anticipates assembling a diverse, world-class advisory board.