Ok, let’s talk about courage for a minute. When we think about courage, the first thing that may come to mind is the loudest, or most visible person in the room. But most times, courage isn't the loudest or most boisterous, but the quiet and steadfast type that is rooted in a long-term vision. In the world of diversity, equity, and inclusion (DEI), courage is not a nice to have; it’s an organizational imperative. And yet, as we look around at companies navigating the complexities of today’s socio-political landscape, we see two distinct approaches emerge: those that waver when the spotlight gets hot and those that hold fast to their commitments, even when it’s uncomfortable.

If you’ve been paying attention to recent news, you’ve probably noticed that some companies—let’s call them Targets—tend to falter when faced with backlash against their DEI goals or social stances. They make big promises but retreat when the waters get choppy, leaving employees and stakeholders wondering what happened to their commitment. Then there are the Costcos of the corporate world. These are the organizations that stay grounded, prioritize the long game over momentary optics, and model courage by holding fast to their DEI goals. They demonstrate that values aren’t just words on their website to make them look good—they’re the foundation of how they do business.
Courage Is a Muscle
Courage, as an organization, is not something you stumble into. It’s a muscle you build through consistent actions, even when it’s uncomfortable. It’s standing by your commitments to equity, inclusion, and belonging—even when external pressures tell you to do otherwise. Courageous organizations don’t see DEI as a fleeting trend; they see it as a critical component of their culture and business strategy. They understand that it’s not about following the winds of public opinion but about creating environments where everyone can thrive.
The truth is, DEI is not for the faint of heart. It requires navigating discomfort, challenging entrenched systems, and having honest conversations about inequities. But it also requires the belief that this work is worth it. When companies shy away from their DEI goals at the first sign of resistance, they send a message that those goals were negotiable to begin with. And let’s be clear: DEI isn’t negotiable. It’s a cornerstone of thriving, innovative, and sustainable organizations.
Costco-level commitment means operationalizing inclusion—not just in HR but in marketing, product development, supply chain management, and beyond. It’s about being proactive rather than reactive, and ensuring that your values guide your decisions, even when it’s inconvenient.
What It Looks Like to Be a Costco
So, how can your organization channel its inner Costco? It starts with leadership. Leaders must model courage by being vocal about their values and standing firm when those values are challenged. They must also prioritize accountability—tracking DEI progress with metrics, sharing those results transparently, and using them to drive meaningful change. It also means creating spaces for employee voices—particularly those from underrepresented groups—to be heard, valued, and acted upon. Courageous organizations don’t shy away from hard feedback; they embrace it as an opportunity to grow.
Finally, it’s about maintaining a long-term perspective. DEI work is not a sprint; it’s a marathon. And like any marathon, it requires consistent effort, resilience, and the willingness to keep going when the finish line feels far away.
The Takeaway
In a world full of Targets, be a Costco. Be the organization that stands firm in its values, that refuses to let fleeting challenges derail its commitments, and that inspires trust through consistency and courage. Because at the end of the day, courage isn’t just about making bold statements—it’s about living your values that you say you care about, every single day.
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