Disney’s Bold Move to Win Back Traditional Families Amidst Cultural Shifts

Since President Trump assumed the presidency in January 2017, The Walt Disney Company has navigated a complex landscape in its relationship with American conservatives. Known historically for its family-friendly entertainment, Disney has faced criticism from some conservative circles for perceived liberal leanings, particularly during Trump’s tenure. However, the company has made notable efforts to mend ties and appeal to this demographic, balancing its brand identity with pragmatic adjustments. This is in stark contrast to 2022, when Disney opposed DeSantis’ law regarding transparency in Parental Rights in Education for the state of Florida.

Facing threats to its tax status and a reputational dip among Republicans—evidenced by a 2023 Axios Harris Poll showing only 27% of Florida Republicans viewed Disney favorably—the company pivoted.

By June 2024, Disney settled the dispute, securing a $17 billion expansion deal for Walt Disney World. This resolution prioritized economic collaboration over ideological battles, appealing to conservatives who value business-friendly policies.

Content adjustments also reflect this outreach. Disney has scaled back some diversity, equity, and inclusion (DEI) initiatives that drew conservative ire. In its latest SEC filing, the company dropped the “Reimagine Tomorrow” program, criticized for promoting progressive narratives, and rebranded its diversity efforts as “Talent Strategy,” aligning them with business goals rather than social agendas. This shift aligns with broader conservative pushback against corporate DEI under Trump’s influence, especially after his 2025 executive orders targeting such programs.

On the creative front, Disney has tread carefully. While remakes like Snow White with Rachel Zegler stirred conservative backlash for “woke” casting, the company has avoided doubling down on polarizing narratives. Instead, it has leaned into universally appealing content—think Moana 2 or The Mandalorian—that sidesteps cultural flashpoints. Disney’s return to advertising on X in 2024, despite Elon Musk’s Trump ties, further suggests a willingness to engage with platforms popular among conservatives.

These efforts have yielded mixed results. The 2024 Axios Harris Poll noted a reputational uptick among Republicans, hinting at progress. However, Disney faces internal dissent from progressive employees and talent frustrated by what they see as capitulation. Balancing these tensions, Disney under Iger—and potentially Dana Walden, a rumored successor who is less likely by the second—aims to maintain its broad appeal. By prioritizing economic pragmatism, tempering progressive initiatives, and avoiding direct Trump antagonism, Disney is cautiously rebuilding bridges with conservatives, betting that a less divisive approach will safeguard its cultural and financial dominance in a polarized America. It’s even what we’re seeing out of The View today!

9 employees were let go from “The View” lately, and the show’s management has advised the hosts to tone down their criticisms of Donald Trump.

— Clay Travis (@ClayTravis) February 21, 2025

Here’s the press release from Disney regarding Jenna Bush Hager:
____

On the occasion of President’s Day, Jenna Bush Hager, daughter of ex-US President George W. Bush and Laura Bush, the former First Lady, paid a visit to her father’s exhibition titled “Portraits of Courage: A Commander in Chief’s Tribute to America’s Warriors” at EPCOT. The purpose of this visit was to interact with the veteran cast members.

Over sixty paintings depicting patriotic figures were created by President Bush, each one a tribute to brave members of the United States military who have selflessly served our country since 9/11, many of whom he has had the privilege of knowing on a personal level.

At the gathering, Jenna spoke about her intimate bond with this community, reminiscing on the unselfish deeds performed by not only her father but also her grandfather. It’s worth noting that the Bush family has a long-standing commitment to military service and aiding veterans.

As a passionate film enthusiast, I was humbly bestowed an EPCOT commemorative flag that flew overhead in my honor, along with a unique SALUTE military challenge coin. These tokens were presented as a tribute to my unwavering commitment to the military community – a cause I hold near and dear to my heart.

The group was also greeted by a special guest, Mickey Mouse, dressed in red, white and blue!

Jenna was accompanied by Shannon-Smith Conrad, a Walt Disney World Ambassador who hails from a military family, along with Imagineering team members who contributed to the exhibit at EPCOT, and representatives from Disney SALUTE, our group that acknowledges and strengthens our employees with a military background or an interest in military service. Their families were also present.

For more than a decade, SALUTE has played a significant role in cultivating a feeling of camaraderie and support among its members. However, it all began with our founders, Walt and Roy O. Disney, who showed their deep respect for the military community by serving their country during World War I, thereby kindling our enduring appreciation for this noble group.

I’m still feeling the impact of that remarkable moment when we welcomed the Invictus Games to Walt Disney World Resort over a decade back. That connection lives on today, as it deepens through our persistent collaboration with the Bush Institute – a partnership born from that unforgettable event.

For additional insights into Disney’s dedication towards servicemembers, veterans, and military families, please check out Impact.Disney.com.