Support 10 Brands Fighting for YOU, Not Against You
Vote With Your Wallet for a Better Tomorrow
We recently published an article, “10 Brands Bankrolling MAGA To Avoid,” highlighting brands bankrolling efforts many of us find antithetical to a just and equitable society.
But it's time to flip the script. Instead of just knowing who to avoid, let's empower ourselves by identifying and supporting companies that are actively championing the values we hold dear—Diversity, Equity, and Inclusion (DEI)—and standing firm against pressures to abandon these commitments.
This is a tactical list. It's not exhaustive, and it's not about "purity." It's about leverage. If a company uses its power to empower progress, we should lend our support.
⚡Inspired? Good. Turn that energy into action—hit subscribe now.⚡
The Top 10 To Support Right Now
Costco — Its board and shareholders have repeatedly voted against dismantling DEI efforts. This company believes respect and inclusion are a business necessity.
Delta Air Lines — Executives have affirmed that DEI programs are critical to their business strategy, viewing a diverse workforce as a key asset.
e.l.f. Beauty — Has remained steadfast and vocal in its support for DEI, actively integrating diversity into its marketing and brand identity with no plans to change.
Ben & Jerry's — A long-standing advocate for social activism, this company has declared it will not abandon its DEI efforts, calling such a move "on the wrong side of history."
Patagonia — This company consistently champions social and environmental justice, publicly affirming its support for "justice, equity and antiracism policies and practices."
Lush Cosmetics — Known for its ethical stance, it has released products to explicitly celebrate diversity, making a clear public statement of its unwavering commitment.
Microsoft — This company consistently publishes its DEI reports, reinforcing these values as integral to its mission and business practices.
JPMorgan Chase — CEO Jamie Dimon has publicly defended the company's DEI programs, stating that diverse perspectives are beneficial for business and that they are committed to outreach in diverse communities.
Sephora — The beauty retailer has actively promoted diversity through its marketing and content, including releasing a film celebrating belonging and authenticity.
Apple — Despite CEO Tim Cook’s efforts to floss Trump’s ass, the Apple board has consistently rejected shareholder proposals to roll back DEI. They champion inclusion in their business strategy, though their political dealings with the former president were not always aligned.
How to Use This List
Divert, don’t just deprive. Move your money to values-aligned alternatives.
Make it public. Tell the brand (and your friends) why you're switching.
Keep receipts. Screenshots and reviews multiply pressure.
Stay nimble. Check leadership and donations regularly and adjust.
The Last Word
They count on your habits. Break them. They count on your silence. End it. You don’t have to wait for the next election to make an impact. Spend like your rights depend on it—because they do.
If you’ve got stories, or better alternatives, drop them in the comments. Share this list, then share your switch.
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There is an app called Goods Unite Us, which tells to which party they donate. Very helpful, also.
I love the idea of positive use of one’s money; let’s support businesses with ethics. It pays off for the consumer AND the employees.