US president Donald Trump’s executive orders targeting diversity, equity, and inclusion (DEI) and sustainability initiatives might have pressured the likes of Walmart, McDonald’s, and Meta to rein in their commitments, but others are standing firm, according to a new global study.
The latest Brand Influence Report from Onclusive, sees Microsoft emerge as the top-ranking company for sustainability communications impact, while Johnson & Johnson leads in DEI communications worldwide.
Microsoft has positioned itself as a leader in corporate sustainability with ambitious climate commitments, including becoming carbon negative by 2030 and removing all historical carbon emissions by 2050.
There is significant difference in sustainability communications performance among top 10 brands, while Meta similarly to Microsoft performs strongly, other huge global brands such as YouTube (7/100) and McDonald’s (14/100) lag significantly behind.
Apple, despite facing external policy pressures, continues to demonstrate strong DEI leadership, earning a high DEI score of 89/100, the report reveals.
Meanwhile, YouTube dominates global influence rankings due to its extensive social media reach and adoption by mainstream media and opinion leaders.
However, the platform scores low on DEI (6/100) and sustainability (7/100), raising questions about the waning influence of DEI and sustainability-focused communications in the broader battle for corporate influence.
Onclusive global head of integrated and field marketing Jack Richards said: “Our latest report highlights the growing complexities brands face in balancing their DEI and sustainability communications with shifting political and legal landscapes.
“While some companies are scaling back, others are doubling down on their commitments. It’s clear for marketers, PRs and communication professionals, the current landscape requires a clear and defined strategy.
“Without crafting a credible narrative, even the strongest DEI and sustainability initiatives can be overlooked or worse misinterpreted.”
The UK is also experiencing the ripple effects of these shifts. A recent survey found that nearly 70% of UK employers anticipate that reduced DEI initiatives in the US will influence workplace policies in Britain.
Tesco remains a standout performer, achieving exceptional visibility for its DEI policies and ranking 5 globally for impact of its communications. The retailer has embedded diversity and inclusion into its corporate strategy, with senior leadership reaffirming its commitment by appointing a dedicated group diversity and inclusion director.
In the realm of sustainability, Unilever maintains its leadership position as it progresses toward its 2039 net-zero emissions goal. The company has made significant strides in reducing its carbon footprint through sustainable sourcing and circular economy practices.
By 2025, a substantial portion of Unilever’s product portfolio will be produced using renewable energy, recycled materials, and sustainable agricultural methods.
The company continues to drive climate action through supply chain investments and innovative consumer products that minimise environmental impact, such as low-carbon formulations and plastic-free packaging solutions.
Richards concluded: “Brands have to take a proactive approach, stay ahead of emerging narratives and engage with stakeholders in meaningful ways in order to shape public perception rather than being shaped by it.”
Related stories
Madmen urged to be more nuanced to woo ‘new men’
Industry makes DE&I gains but discrimination still rife
Agencies boost D&I as IPA Census maps out new era
Census shows industry at worst but it vows to change
Diversity and inclusion issues plague the data industry
