That DEI (diversity, equity and inclusion) is now more popular than DJT (Donald J. Trump) is enough to make people like me LOL (laugh obnoxiously loud).
A new Pew Research Center survey found 53% of Americans disapprove of Trump's actions to "end diversity, equity and inclusion (DEI) policies in the federal government." The same survey found that only 40% of respondents approve of the job Trump is doing.
I guess the seemingly endless anti-DEI rhetoric coming from Trump, Fox News and other assorted right-wing avatars of Caucasian insecurity isn't as popular as they made it seem. In fact, one could put forth an argument that Republicans are wasting time on insipid culture-war issues and eradicating programs that were actually doing some good.
To that end, it seems relevant to note that when the Pew survey asked people "which of the Trump administration's actions they like most so far," the most frequent response - coming from 3 in 10 Americans - was "nothing."
That's a polling punch to the sensitive bits right there.
But let's stick with DEI, which the Trump campaign and far-right weirdos like Elon Musk managed to spin into an existential issue, completely ignoring the fact that most Americans still believe in things like fairness and understanding.
Aside from polling data, we're seeing blowback against companies that swiftly bent the knee to Trump's anti-DEI blather. Target, for example, has been struggling since rolling back its DEI initiatives in January.
The retail industry newsletter Retail Brew reported that the chain has had 11 weeks of declining foot traffic in its stores, noting: "Costco, which unlike Target defied calls from the Trump administration for private companies to abandon their DEI efforts, notched its 16th straight week of foot traffic increases."
Marriott International CEO Anthony Capuano, at a business summit this week, recalled his decision not to do away with the company's DEI policies.
After making that decision public, according to a report in Fortune, Capuano said: "Within 24 hours, I had 40,000 emails from Marriott associates around the world, saying thank you."
A conservative think tank - the National Center for Public Policy Research - called on Levi Strauss & Co. to do away with its DEI policies during a shareholder meeting on April 23. In a press release, the group, which appears to have way too much time on its hands, wrote whatever this is: "Levi's commitment to the neo-racist and neo-Marxist DEI agenda reflects a lack of viewpoint diversity."
Anyhoo, the Levi's shareholders voted 99-1 to tell the anti-DEI think tank to pound denim.
Plenty of other corporations have stood firm on DEI. They include companies like Apple, Microsoft, JPMorgan Chase, Macy's, Old Navy and TJ Maxx.
I expect more corporate spines will stiffen as they see Trump's approval numbers tank and recognize that opposing good things like diversity and inclusion is bad for business.
I guess what I'm trying to say is the tornado-ic fury over DEI has always misread the public at large. Sure, it's a good way to rile up white Republicans who cherish their God-given right to feel perpetually put upon by people who look or pray or love differently.
That might have helped Trump win reelection, but now that Americans are seeing the DEI scolds in action, they aren't pleased. That's why DEI, as I said at the beginning - and I am still laughing about this - is now more popular than DJT. Fantastically, it's not even close.
Follow USA TODAY columnist Rex Huppke on Bluesky at @rexhuppke.bsky.social and on Facebook at facebook.com/RexIsAJerk