Roger-Luc Chayer (Image : Meta AI / Gay Globe)
The Opposite of Pinkwashing: When DEI Policies Disappear
What is Pinkwashing and its Opposite?
Pinkwashing refers to a communication strategy in which an organization, company, or even a state highlights apparent support for LGBTQ+ rights to polish its image or divert attention from other controversial practices. It is an instrumental use of symbols, discourse, or actions related to the queer cause, often limited to marketing campaigns or superficial gestures. The term emphasizes the gap between public displays of tolerance and the reality of policies, products, or behaviors of those claiming it. Its opposite manifests in the cancellation of DEI policies.
DEI Policies: Diversity, Equity, and Inclusion
DEI (Diversity, Equity, Inclusion) policies are institutional frameworks designed to ensure that all individuals, especially those historically marginalized, are present, treated fairly, and valued in their environment. They identify and correct systemic obstacles that limit full access or participation for certain people, while cultivating an environment where everyone feels welcomed, respected, and capable of contributing fully.
The Impact of Canceling DEI Policies
Under the influence of President Donald Trump, numerous governments, companies, and ministries in the United States, Canada, and Europe have canceled DEI policies previously put in place. This decision has direct consequences: individuals from sexual and cultural minorities face barely concealed discrimination within their organizations. The workplace atmosphere becomes tense, employee morale declines, and attracting or retaining diverse talent becomes much harder. Without clear frameworks, old discriminatory habits find more space, creating an atmosphere of mistrust. The organization’s reputation also suffers in the eyes of the public and partners.
Should We Boycott Companies That Abandon DEI?
Just as some countries boycotted American products after the imposition of tariffs deemed illegal by the Trump administration, some suggest boycotting companies that abandon their DEI policies to sanction them where they failed. In the U.S., giants like Meta, Walmart, McDonald’s, Ford, Cracker Barrel, and Target have modified or suspended their DEI initiatives, citing profitability, reputation, and political pressure.
At the governmental level, the Trump administration signed two executive orders in January 2025 requiring the removal of all federal DEI policies, resulting in the closure of dedicated offices and the cancellation of contracts related to DEI. Locally, institutions such as the Arts Center of the Capital Region refused $50,000 in federal grants due to these restrictions. Even prestigious schools like Harvard, MIT, and Northeastern reduced or eliminated their DEI commitments.
In contrast, some European institutions, such as the London Business School, ESSEC, and Esade, have strengthened their DEI policies, considering them a moral and competitive advantage, with a positive impact on student interest.
How to Boycott in Practice
For about a month now, both for Groupe Gay Globe Média and in my personal affairs, I have been systematically checking whether the companies and services I use have a DEI policy. If a company never had one, it matters less to me. But if it had one and then canceled it, I avoid doing business with it at all costs. This applies to everything, from grocery stores to post offices, public or private, as well as my Internet, phone, and TV services. Every morning, with my coffee, I check the status of the businesses I will encounter to decide where I spend my money.
For example, at the time of writing this article, I had to go to Super C and stop by Canadian Tire to buy a sprinkler head. To check their DEI policies, I used ChatGPT: Super C, owned by Metro, has no documented DEI policy, whereas Canadian Tire Corporation (CTC) has a well-established DEI policy under the name “Diversity, Inclusion, and Belonging”. CTC conducts annual surveys, organizes inclusive dialogues, and supports employee resource groups. The company was even recognized as one of the “Best Diversity Employers in Canada” in 2025.
My conclusion
Satisfied with this research, I can now shop at these two stores with peace of mind, fully aware of the impact of my choices. Checking the presence or cancellation of DEI policies becomes a simple yet powerful gesture to support responsible companies and send a clear message to those that are not.
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