JPMorgan Chase has announced a rebranding of its Diversity, Equity, and Inclusion (DEI) initiatives to Diversity, Opportunity, and Inclusion (DOI). The move comes as companies respond to President Donald Trump’s criticism of the term “equity” in favor of “opportunity.”
The decision reflects a shift in corporate priorities, with many organizations seeking to distance themselves from the term “equity,” which is often associated with the idea that individuals should be treated equally regardless of their background or circumstances. Instead, companies are focusing on providing opportunities for underrepresented groups.
JPMorgan’s rebranding comes as Trump has repeatedly criticized the concept of equity in public forums, arguing that it implies unfair treatment and unequal outcomes. The term “opportunity” is seen as a more neutral alternative, emphasizing individualized support and access to resources rather than guaranteed outcomes.
The move is part of a broader trend among corporations to rebrand their DEI initiatives, with many opting for language that emphasizes opportunity and inclusivity over equity. This shift reflects the growing recognition that companies must address the systemic barriers faced by underrepresented groups in order to create meaningful opportunities for growth and advancement.
Source: https://www.ft.com/content/63e9b613-a317-473e-9edf-9c2830f2c5f3