Disney is adjusting their diversity, equity, and inclusion (DEI) strategies again, removing some contentious aspects while still upholding their declared “company principles.
On Tuesday, Sonia Coleman, our Chief Human Resources Officer, communicated to the team in an internal memo that Disney is changing its approach for managerial compensation. Now, rather than considering diversity as a determining factor, leadership assessments will center around how effectively managers uphold our company values and incorporate diverse viewpoints.
This recent action is a continuation of some subtle changes, including the phasing out of the Reimagine Tomorrow initiative and the closure of Stories Matter website – two initiatives under Disney’s Diversity, Equity, and Inclusion (DEI) initiatives that attracted significant public attention. The company has also restructured its internal employee resource groups and modified the language in content warnings on Disney+, suggesting that Disney is adapting its corporate image as it faces growing scrutiny from both the public and legal spheres.
Disney’s Strategic Retreat on DEI
Over a long period, Disney has integrated Diversity, Equality, and Inclusion (DEI) into almost all areas of their business planning, including recruitment procedures and executive incentives. However, as resistance against this approach has grown stronger, it’s become more challenging for them to uphold this stance.
Criticism and even lawsuits were aimed at the Reimagine Tomorrow program by Disney, an initiative that established demographic quotas for characters in their productions. Last year, the America First Legal Foundation submitted a federal civil rights complaint against Disney, claiming that the program potentially supported hiring practices that could be perceived as discriminatory.
Currently, due to changes in the political and business environment, Disney is adapting its approach. The company’s recent actions resemble similar decisions made by other large corporations such as McDonald’s, Amazon, and Walmart. These companies have all scaled back their diversity, equity, and inclusion (DEI) initiatives as increased legal review occurs under the administration of President Donald Trump.
While Disney isn’t abandoning DEI entirely, it is making those policies far less visible.
Consider the following key changes:
- Managerial Compensation No Longer Tied to DEI: Previously, Disney’s Other Performance Factors (OPFs) included Diversity & Inclusion as a key metric for executive bonuses, alongside Synergy and Storytelling and Creativity. That factor has now been replaced with Talent Strategy, which sounds broader but still includes “incorporating different perspectives”—a sign that DEI hasn’t truly been removed, just repackaged.
- Content Warnings Softened: Disney+ has quietly updated the phrasing of content advisories on classic films. Instead of stating that a movie “includes negative depictions and/or mistreatment of peoples or cultures,” the disclaimer now simply says the program “is presented as originally created and may contain stereotypes or negative depictions.” The wording change shifts the focus away from direct accusations against Disney’s past films.
- Employee Groups Rebranded: Internal employee organizations previously called Business Employee Resource Groups (BERGs) have now been renamed Belonging Employee Resource Groups. The shift in terminology suggests a move away from business-driven identity-based initiatives and toward a more general workplace community-building effort.
A Tactical Move or a True Policy Shift?
Over the past few years, Bob Iger’s focus has shifted towards rebuilding Disney’s image, which had been tarnished due to political complexities that affected the company’s identity. However, critics argue that the Disney CEO is more concerned with concealing issues rather than addressing them directly, as his actions seem incongruous with his words.
Under Iger’s guidance, Disney is moving away from the assertive activism that placed it squarely against Florida Governor Ron DeSantis and other prominent conservative figures.
Iger himself has stated:
As a passionate cinephile, my foremost goal is to create films that captivate audiences while also leaving a lasting, positive imprint on our world. This isn’t just talk; it’s a deep-seated conviction. The stories I weave should never be about pushing an agenda, but rather about immersing viewers in a compelling and entertaining experience.
Of course, what Iger says and what he does are two very different matters.
The essential point is whether these changes truly signify a genuine adjustment or merely a tactic to camouflage DEI efforts while maintaining the status quo internally. Disney seems to have toned down its public declarations of commitments, but it appears that many of the initial goals persist, albeit under different names and more subtle language.
What’s Next for Disney DEI?
It’s clear that these actions suggest Disney is responding to political and legal pressures, but it remains unclear whether this response is only a temporary adjustment or a long-term change in strategy. Given the Trump administration’s growing focus on investigating diversity, equity, and inclusion (DEI) policies within corporations, companies such as Disney now face the challenging task of appeasing investors, avoiding lawsuits, and fostering a fair corporate culture while also ensuring they do not lose their audience’s support.
At present, it appears Disney’s modifications are more about creating a favorable image than making significant policy changes. By removing the more contentious aspects of its diversity, equity, and inclusion (DEI) strategies and replacing them with general, corporate-friendly terminology, Disney is trying to navigate the rising criticism without completely abandoning the values that underpinned its past actions. It remains uncertain if this approach will be sufficient to rebuild trust among those who are doubtful about their intentions.
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2025-02-26 20:55