McDonald’s DEI
McDonald’s, one of the world’s most recognizable brands, is facing a growing backlash from civil rights organizations, advocacy groups, and consumers after making quiet but significant changes to its Diversity, Equity, and Inclusion (DEI) policies earlier this year. The company’s decision to roll back several of its DEI initiatives—particularly those aimed at improving racial and gender diversity in senior leadership—has triggered widespread criticism and calls for a national boycott.
The changes, which were implemented in January but only recently made public through internal leaks and updated corporate materials, represent a marked departure from the company’s previous commitments. In 2020, amid the global racial reckoning following the murder of George Floyd, McDonald’s pledged to become a model for corporate inclusion. At the time, CEO Chris Kempczinski unveiled a multi-year plan to significantly increase representation of women and people of color in executive roles and tie diversity goals to executive compensation.
But according to new internal policy documents, those goals have now been either removed or diluted. The revised DEI framework no longer includes metrics for increasing leadership diversity, and the company has also dissolved several advisory boards and resource groups that were previously tasked with monitoring progress on equity and inclusion.
Instead, McDonald’s says it is taking a more “universal” approach, emphasizing “inclusive leadership training” and “equal opportunity for all employees regardless of race, gender, or background.” While that language may sound neutral, critics argue it is part of a broader corporate trend of moving away from race-conscious strategies under the guise of fairness—ultimately undermining equity efforts.
A Swift Backlash
The response from civil rights groups has been swift and sharp. Organizations such as Color Of Change, the NAACP, the National Urban League, and UnidosUS have condemned McDonald’s for what they describe as a betrayal of trust and a retreat from promises made to communities of color.
“This isn’t a matter of political correctness—it’s a matter of principle,” said Rashad Robinson, president of Color Of Change. “McDonald’s profited off its public alignment with racial justice in 2020, and now, when the pressure is off, it’s backpedaling. We are calling on all Americans who care about racial equity to join us in a boycott until these policies are reinstated.”
Planned actions include coordinated protests outside McDonald’s locations in Chicago, New York, Atlanta, Los Angeles, and Houston. Organizers say they will also pressure franchisees—who operate the vast majority of McDonald’s restaurants in the U.S.—to speak out against corporate leadership’s decisions. In addition, a Change.org petition demanding the reinstatement of the previous DEI benchmarks had gathered over 200,000 signatures as of Monday morning.
Franchisees and Employees Caught in the Middle
The controversy places McDonald’s franchise owners in a difficult position. Many of them are small business owners who depend on corporate policies but are now facing community anger and potential financial losses. Some franchisees, particularly those in urban and diverse communities, have privately expressed concern about the reputational damage.
One franchise owner in Detroit, who requested anonymity for fear of corporate retaliation, told a reporter, “This is going to hurt our business. Our employees are part of the communities being betrayed, and customers notice when a company turns its back on them. We had just built trust, and now that’s at risk.”
Employees, especially those from underrepresented backgrounds, are also voicing frustration. A former McDonald’s corporate DEI team member, who spoke on condition of anonymity, described the internal atmosphere as “disillusioned and disheartened.”
“We worked hard to create systems that elevated voices that had been ignored. Now, it’s like we were never here,” the former employee said. “They talk about inclusion, but if you remove the metrics and the accountability, it’s just empty words.”
The Political Landscape
McDonald’s DEI rollback comes amid a broader national debate about corporate responsibility and so-called “woke capitalism.” Over the past year, several major corporations—including Target, Disney, and Anheuser-Busch—have faced pressure from conservative groups and political figures to scale back diversity and inclusion programs, which they argue amount to preferential treatment based on race or gender.
Some analysts see McDonald’s move as an attempt to quietly align itself with this anti-DEI sentiment to avoid becoming a political target. But that strategy could backfire.
“It’s a risky calculation,” said Dr. Carla Wallace, a professor of business ethics at the University of Michigan. “They may be trying to avoid controversy from one side of the aisle, but in doing so, they’re creating a different—and possibly more damaging—kind of backlash from the communities and consumers who have historically driven their brand success.”
The Path Ahead
In a brief public statement, McDonald’s said:
“We remain committed to fostering a respectful, inclusive culture where everyone is valued and has an opportunity to thrive. Our updated DEI approach reflects a company-wide commitment to fairness and opportunity.”
The statement did not directly address the rollback of leadership diversity goals or the elimination of specific DEI programs. Nor did the company respond to questions about the decision-making process or which executives were responsible for the policy shift.
Whether the boycott will have a measurable impact on McDonald’s operations or revenue remains to be seen. The company has weathered controversies before, including lawsuits over workplace discrimination and accusations of cultural appropriation in marketing campaigns. But this moment feels different to many activists.
“This isn’t just about hiring numbers,” said Derrick Johnson, president of the NAACP. “This is about whether McDonald’s will honor its own words, its own values, and the communities that helped build its empire.”
As the protest movement builds, McDonald’s will be forced to decide whether its recent DEI changes were a misstep—or a new corporate direction. Either way, the coming weeks will be a crucial test of how far one of the world’s largest companies is willing to go to protect, or retreat from, its public commitments to equity and inclusion.
