A Costco shareholder proposal brought by a conservative activist asked the company to investigate its diversity, equity and inclusion policies, with an eye toward eliminating them.

In a cultural back-and-forth that’s been defined largely by posturing, pandering, and threats, Costco is trying to stick to business. Branded is a weekly column devoted to the intersection of marketing,

In a bold move that sets it apart from other major retailers, Costco has reaffirmed its commitment to diversity, equity and inclusion initiatives.

Costco seems to be bucking the anti-DEI wave. Data suggests shareholders in the US still largely support diversity efforts amid vocal critics.