Donald Trump’s return to office brought with it a war against diversity, equity and inclusion (DEI) initiatives. These efforts sought to promote fair treatment and full participation of groups historically underrepresented, marginalized or discriminated against based on race, religion, identity or disability.

Countless businesses were caught trying to satisfy both customers and the president. Some succeeded; others failed miserably.

Consider Target, which rolled back its DEI initiatives and angered its largely middle- to upper-income, educated, suburban customers. My friend Nancy, for one, refuses to buy from Target unless they reinstate DEI. She’s not alone.

Trying to fight back, Target’s investing billions to upgrade stores. Only its CEO hasn’t said anything about ICE activities down the street from its Minneapolis headquarters.

Target stock is down by one-third over the past year.

Walmart also cut DEI, but its largely lower-income, less-educated, rural customers apparently didn’t mind. Walmart’s sales and stock are both up.

Costco still maintains its DEI initiatives and its sales were up 10% last year. And Mattel’s recent introduction of Autistic Barbie signals its priorities, and its sales in 2025 were up 7.3%.

This is a marketing column, so let’s recognize the 20 million LGBTQ+ American adults with annual buying power of $1.4 trillion. Or the 70 million disabled Americans who influence $1 trillion annually.

Why would any company voluntarily ignore that much revenue? After all, customers’ money is the same color, regardless of their race, religion or political beliefs.

The question is simple: Do you really want to grow your business?

Consumers are increasingly looking for companies that reflect their personal values. Those values are shown by your messaging and your staff. Customers want to see themselves reflected on a sales floor or they’ll shop elsewhere.

Meaning your business’ priority must be satisfying your customers. Failure to do that means you won’t have a business much longer.

Choosing to gamble your company’s future on some politician’s whims is a crapshoot. You’re always better off prioritizing those buying whatever you sell.

Here’s the bottom line: Know your customer. Understand and stick to the guiding principles of your business. And remember who you’re there to service.

With that said, I wish you a week of profitable marketing.

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