The contrast: Despite pressure from the Trump administration and conservative activists targeting diversity, equity, and inclusion efforts, McDonald’s isn’t retreating. While it did adopt “inclusion” language in place of DEI earlier this year, its commitment to inclusive initiatives remains intact, per Bloomberg.

That stands in sharp contrast to companies like Target, Nike, Constellation Brands, and JPMorgan Chase, which have paused or abandoned DEI and emissions reduction efforts—and the reports documenting them—in response to political backlash.

Why it matters: Brands face a balancing act. Many consumers expect them to lead on DEI and sustainability, but pushing too far can trigger backlash from political and activist groups. At the same time, pulling back doesn’t go unnoticed: 53% of Americans say they feel disappointed when brands stay silent on social issues, according to a May Givsly report.

The risk is more than reputational. Two in 5 (40%) Gen Zers and 1 in 5 (19%) consumers have stopped supporting brands that reversed or contradicted their DEI commitments, per a March survey by Ad Age and The Harris Poll.

Our take: While McDonald’s has made token cosmetic adjustments—like shifting from “DEI” to “inclusion” language—it’s ultimately making a calculated bet: that continuing to invest in initiatives it sees as good for business and critical to long-term brand equity among key consumer segments is worth the short-term political risk. If the company avoids drawing outsize backlash, its approach could provide a permission structure for other brands navigating the same challenges to follow suit.

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