Staff ReportsCostco has decided to swim upstream while the tide shifts in corporate America. As former President Trump sends the Diversity, Equity, and Inclusion (DEI) agenda packing from the halls of government, and other major players like Walmart, Meta, Boeing, Ford, and John Deere retreat from these divisive programs, Costco is digging in its heels. The retail giant’s commitment to this controversial ideology could very well lead them into turbulent waters, particularly given the recent implosions of companies like Target and Bud Light due to their own woke stances.
AL SHARPTON: Costco said they will not back off DEI. Today, we are going shopping at Costco, because they have stood with us. People that don't stand with us – we will boycott them. We will not pay them anything.pic.twitter.com/o0nHSy5iDG
— Eric Daugherty (@EricLDaugh) January 26, 2025
In a twist that likely raised eyebrows across the country, the Rev. Al Sharpton recently made a splash at a Harlem Costco, leading a procession of over 100 members of his National Action Network to express their support for the retailer’s DEI policies. Sharpton’s appearance appeared to be an act of gratitude, where he even passed out gift vouchers to encourage spending inside the store. This unusual alliance may backfire, given the backlash awaiting Costco from conservative consumers who have had their fill of woke posturing.
Sharpton’s presence at Costco is likely to be a double-edged sword for the company. While he can rally crowds and create a media spectacle, he is also a figure synonymous with controversy. His past actions and ongoing race-baiting make him a highly polarizing character who embodies the very grievances many Americans have with the current cultural climate. Associating with Sharpton may tip the scales for Costco, driving away customers who are increasingly intolerant of corporate virtue-signaling.
The backlash has already begun, with notable anti-DEI activist Robby Starbuck weighing in on the situation. His consistent campaign against the DEI movement has gained traction, particularly as more consumers push back against companies that embrace these tropes. Costco’s public alignment with Sharpton and the DEI agenda may leave them vulnerable to similar consequences as seen with brands like Bud Light, which lost significant market share after alienating its traditional customer base.
As the conservative movement gains momentum against these divisive ideologies, it remains uncertain how long Costco can withstand the pushback. Perhaps it is time for them to rethink their approach before they find themselves drowning in the backlash from consumers who crave a return to common sense and traditional values. Shifting away from the clutches of DEI and distancing themselves from polarizing figures might be a smart move, one that could safeguard their standing in a competitive retail landscape.
