Global Shareholders Reject Anti-DEI Push as Trump, Conservatives Intensify Campaign

As annual general meetings unfold across major global corporations, a wave of anti-DEI proposals is being resoundingly rejected by shareholders—even as President Donald Trump and conservative activists intensify efforts to dismantle diversity, equity and inclusion initiatives in corporate America.

DEI has become a flashpoint in 2025, fueled by Trump’s high-profile campaign to eliminate it from schools, businesses and government institutions. According to Sustainability Magazine, the effort has been further propelled by the National Center for Public Policy Research (NCPPR), a conservative think tank that has placed opposition to DEI at the center of its Free Enterprise Project (FEP).

The FEP has submitted shareholder proposals to halt DEI-related policies at companies including Best Buy, Target and American Airlines. NCPPR, founded in 1982, describes itself as a non-partisan, free-market think tank, although its messaging strongly aligns with right-wing causes. It receives the majority of its funding from individual donors and champions what it calls the fight against “woke” corporate agendas.

Despite this campaign, shareholders at numerous companies have roundly rejected these proposals. In just the past week, anti-DEI motions failed at the annual meetings of Walmart and Netflix, echoing earlier defeats at Apple, Amazon, John Deere and Goldman Sachs.

At Apple’s meeting, an overwhelming 97% of shareholders voted against the anti-DEI measure, prompting criticism from Trump, who posted on Truth Social: “Apple should get rid of DEI rules, not just make amendments to them. DEI was a hoax... DEI is gone!”

Apple CEO Tim Cook defended the company’s commitment to inclusion, noting that while future legal challenges might necessitate changes, the company’s values remain firm.

“As the legal landscape around this issue evolves, we may need to make some changes to comply,” Cook said. “But our north star of dignity and respect for everyone and our work to that end will never waver.”

Industry analysts say that while some companies have scaled back DEI language, shareholder sentiment suggests the movement still commands significant corporate support—despite mounting political pressure.