As a business move, it makes no sense. Then again, not much about the Big Corporate embrace of the culturally leftist diversity, equity, and inclusion (DEI) agenda ever did. On Jan. 24, shareholders of the wholesale club Costco overwhelmingly rejected an attempt to scuttle the corporation’s DEI programs. The pushback came at the strident behest of Costco’s Board of Directors.
Those directors are undoubtedly aware of the crushing financial penalties irate consumers doled out to Bud Light and Target when those two brand-name giants embraced woke causes as a basic business practice. What makes the company’s intransigence seem all the more mystifying is that Costco isn’t some fashionable urbanite boutique. Its customer demographic mirrors that of Bud Light and Target: working-class Americans.
Costco Execs With a Mission
“We owe our success to the more than 300,000 employees who serve our members every day. It is important that they all feel included and appreciated and that they transmit these values to our customers,” Costco Chairman Hamilton “Tony” James said at the shareholder meeting while regurgitating the stale “diversity is our strength” Obama-era mantra that has decidedly fallen out of favor with the general public in 2025. James’ triumph was total: 98% of shareholders voted against a proposal to investigate the risks DEI posturing posed to Costco’s profit margins.
The latter half of James’ quote should alarm anyone investing in Costco for sound financial reasons. The head of a major American corporation is stating that the company has a proprietary duty to “transmit” progressive social “values” to those seeking to purchase its wares. This is the precise out-of-touch formula for alienating your entire customer base, as Bud Light, with its transgender spokesperson, and Target, with its LGBTQ clothing line for kids, learned the hard way.
James’ words disturbingly indicate that there is more than business success driving Costco’s executive suite. […]
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