Costco-Size Values
Updated: Sep 21
The impact of DEI policy.
I recently brought my dad to Costco for his very first time. Watching him navigate the warehouse wonderland—running into old friends in every other aisle like the mayor, marveling at bulk dental floss (“Is this a store for dentists?”), and giving Michelin-star reviews of free samples—was pure joy.
By the exit, he declared the $1.50 hot dog—with a large soda!—a miracle.
That moment stuck with me. How has Costco managed to stay so grounded—so them and so beloved—even as the corporate world pivots with every MAGA move?
Costco’s Commitment to Values
In a striking show of corporate integrity, over 98% of Costco shareholders recently voted down an anti-DEI proposal—a rare, unequivocal statement in favor of inclusion and equity. While other companies are scrambling to react to shifting political winds, Costco is doubling down on what it has always believed in.
And guess what? It’s paying off. Despite (because of?) their continued commitment to DEI, Costco’s stock is up 8.79% YTD (as of 11:35AM on July 14, 2025), just about the same as the broader SP 500’s 6.47%. And compared to similar companies that have rolled back their more progressive initiatives: Walmart, +6.03% YTD; Target, -27.42% YTD; Lowe’s, -18.68% YTD; Amazon, -2.82% YTD, Costco is leading the pack.
The DEI Stress Test of 2025
The current political climate has inadvertently become a stress test for corporate America, separating the genuinely mission-driven companies from those who only ever viewed values as a branding tool. And I can’t help but see this is a sliver of silver lining in these otherwise dark times, as I have personally experienced the downside of insincere corporate social commitment.
Indeed, I once worked for a company that looked great on paper: a certified B Corp, with a website declaring its commitment to feminism. But behind the "feminist" campaigns trumpeted to clients and prospects, the company failed to offer paid family leave or promote any mothers to partnership. That kind of “feminist washing” felt more manipulative than honest indifference—because it wasn’t just hypocrisy, it was deception dressed up as virtue. And I believe it did more harm to both team members, like me, who have life-long, sincere commitments to social justice, and to clients, who were being duped into supporting a firm that didn’t actually share some of their most sacred ideals.
Companies That Mean It—And Companies That Don’t
✅ Companies Staying True to Their Values
These companies haven’t just talked the talk—they’ve backed up their values with action, even under pressure:
Apple — Tim Cook: “Our strength has always come from hiring the very best people and then providing a culture of collaboration...”
Ben & Jerry’s- Regardless of where companies, universities, and other institutions are on their equity journey, making this work illegal is unacceptable. It is everyone’s right and we believe it is our responsibility to do this work. We call on other companies and institutions to prioritize this important work and not be intimidated or bullied by lawmakers and others who seek to ban policies and programs to advance the causes of racial and social justice. We know that a future rooted in freedom, liberation, and justice for us all is possible, it’s a moral imperative. Instead of dismantling the programs designed to create equity across our society we should be dismantling white supremacy.
Cisco — Chuck Robbins: “You cannot argue with the fact that a diverse workforce is better.”
Costco — 98% of shareholders rejected anti-DEI proposal.
Disney — 99% voted to continue participation in HRC’s Corporate Equality Index
Levi Strauss & Co., Marriott, Microsoft, Patagonia — All affirming and defending their DEI commitments.
In our workplace, inclusion is not just a buzzword, it's a way of life woven into the fabric of our company. We're committed to providing our employees with the resources and support they need to be their best selves and thrive, regardless of their background. - Levi Strauss Diversity & Inclusion Commitment
❌ Companies Walking It Back
These companies have scaled back or rebranded their DEI efforts, often without transparency—highlighting a more reactive, brand-protective approach:
Amazon — Executive Candi Castleberry said they are “winding down outdated programs and materials” related to DEI
Lowe’s — Quietly reduced its DEI programming without public explanation, following boycotts and conservative backlash.
Target — Scaled back DEI efforts following boycott threats, particularly during Pride Month, including reduced LGBTQ+ displays and partnerships.
Walmart — Ended racial equity initiatives and withdrew from LGBTQ+ advocacy groups, quietly distancing itself from earlier public commitments.
The Bottom Line: Values as Strategy, Not Just Marketing
What we're witnessing isn't just a corporate values crisis—it's a clarifying moment. The current political climate has separated companies that genuinely believe in their stated values from those who treated them as disposable marketing tools. The evidence is compelling: companies like Costco, Apple, and Ben & Jerry's aren't just surviving their commitment to inclusion—they're thriving because of the impact of DEI.
Perhaps most importantly, this moment has given us something invaluable: clarity. We now know which companies mean what they say and which ones will pivot with the political winds. For consumers who care about supporting businesses that align with their values, this transparency is a gift. So here's to the silver lining in these challenging times: We finally have a clear map of corporate integrity.
Now go to Costco, stock up on a 2,000-pack of Snickers and tub of Cherry Garcia, and prepare to comfort-eat your way through the next 3 years knowing your dollars are supporting a company that actually means what it says.
At least you'll be stress-eating ethically.
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