Apple, IBM & GM Amongst Those Set For DEI Showdowns in 2025
So far, 2025 has been a year of clamour.
In the corporate world, much of that clamour has circled around DEI policies.
Google, Apple, Costco and Target are just some of the companies to have been at the centre of the furore, much of which stems from recently inaugurated US President Donald Trump’s approach to diversity, equity and inclusion in the workplace.
DEI policies were a frequent point of discussion for Trump during his election campaign and his focus on them has not slipped since he took office in January 2025.
In the United States, diversity, equity and inclusion are organisational frameworks that seek to promote the fair treatment and full participation of all people, particularly groups who have historically been underrepresented or subject to discrimination based on identity or disability.
Trump has described this approach as “dangerous, demeaning and immoral” and has often called the policies “nonsense”.
Many companies have followed Trump’s lead since his election, though many remain committed to DEI.
Regardless of the stance of their executives, company shareholders across the board are acknowledging this industry-wide sea change and are thus preparing to consult on the future of DEI in the workplace.
Although shareholder resolutions are typically nonbinding, strong investor backing can pressure corporate boards to reconsider their strategies.
Ultimately, the US Securities and Exchange Commission (SEC) - an independent agency of the US government whose primary purpose is to guard against market manipulation - will have a huge role in approving shareholder votes.
Here are some of the companies we expect to consider their positions in the coming months.
Apple
Apple is urging shareholders to reject a proposal from the National Center for Public Policy Research (NCPPR), a conservative advocacy group, that calls for the elimination of all DEI-related activities, including its diverse supplier initiatives.
In its communications, the company has framed the NCPPR’s proposal as an unwarranted attempt at micromanagement.
“We strive to create a culture of belonging where everyone can do their best work,” Apple said in a proxy statement regarding the calls to scrap DEI.
Apple’s board is likely to convene in February to discuss the matter.
Coca-Cola
Coca-Cola is facing a proposal from the National Legal and Policy Center (NLPC), which seeks to eliminate executive pay incentives tied to DEI hiring goals.
The company has moved to block the resolution, asserting that its approach to representation aligns with demographic data.
“The Coca-Cola Company maintains employee representation goals designed to achieve diversity so the company mirrors the markets we serve,” a company statement read.
“The company expects by 2030, our employee population across all job levels will align with US Census data by race/ethnicity: Black: 13%; Hispanic: 18%; Asian: 6%.”
IBM
Tech giant IBM is contesting a shareholder proposal backed by the conservative Heritage Foundation, which demands an end to executive pay incentives linked to diversity goals.
The company is pushing to exclude the resolution, arguing that it misrepresents IBM’s policies.
Berkshire Hathaway
Berkshire Hathaway, whose board is expected to meet in early May to discuss DEI, is among the firms requesting SEC approval to exclude an anti-DEI proposal from its annual meeting.
The resolution, submitted by the NCPPR, calls for a legal audit of the company’s race-based initiatives.
CEO Warren Buffett has defended the benefits of diversity, noting at Berkshire’s 2023 annual meeting that: “If I had been born Black, a woman, or in a different country, I wouldn’t nearly have enjoyed the same type of life I have.”
General Motors
The NLPC is also pressing General Motors on its DEI policies, specifically campaigning for the removal of the company’s DEI-related metrics from executive pay calculations.
GM has asked the SEC to block the proposal, stating it has already implemented aspects of the resolution and that diversity remains a key element of its corporate strategy.
JPMorgan Chase
Both the NLPC and the NCPPR have filed shareholder proposals challenging JPMorgan Chase’s DEI programs and executive compensation structures.
The bank is seeking SEC approval to exclude the proposals, arguing that they pertain to routine business operations and fail to accurately depict the company’s practices.
CEO Jamie Dimon has dismissed claims that JPMorgan’s diversity efforts pose legal risks.
“We’re going to continue to reach out to the Black community, the Hispanic community, the LGBT community, the veterans community,” he said at the World Economic Forum’s 2025 summit in Davos.
Levi’s
The NCPPR has submitted a proposal calling for Levi’s to consider abolishing its DEI programs, but the company is fighting to keep the resolution off its proxy statement.
Levi’s CEO Michelle Gass reaffirmed the company’s commitment to inclusion.
“We’ve been committed to diversity and inclusion for literally decades, and it’s the core to who we are,” she told Women’s Wear Daily. “Our commitment remains unchanged.”
Mastercard
Mastercard is facing a resolution from the NLPC seeking to remove DEI and ESG (environmental, social and governance) targets from executive compensation criteria.
The company has not publicly commented on the proposal but continues to highlight inclusion as a business priority.
Pepsico
PepsiCo has received a shareholder proposal from the NLPC requesting a review of executive pay guidelines and the removal of DEI-linked incentives.
While Pepsi has not formally responded, the company continues to promote its diversity initiatives in its corporate reports.
The road ahead
As the corporate sector contends with shifting attitudes towards DEI, the outcome of these shareholder proposals could shape the future of corporate diversity policies.
While many companies are resisting changes, a growing push from activist investors suggests that DEI initiatives will remain a contested issue in the coming years.
With regulatory bodies like the SEC playing a key role in determining whether these resolutions reach shareholder votes, businesses are likely to face continued scrutiny over their diversity commitments.
The coming months will be critical in defining how corporations navigate DEI amid increasing political and economic pressures.
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