Marketing

Ainsley Nickerson

Reputation at Risk: The Impact of Corporate DEI Rollbacks on Brand Image and Credibility

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Ainsley Nickerson is a fourth-year Professional Communication student at Toronto Metropolitan University (TMU). During her time at TMU, she has developed a strong interest in corporate communications, particularly in how organizations use strategic messaging and storytelling to shape public perception. Alongside her studies, she has gained hands-on experience through two corporate communications internships, during which she supported internal and external communications initiatives and content development. After graduating, Ainsley hopes to pursue a career in corporate communications and continue applying her strategic communication skills in a professional setting.

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Over the past year, several large North American companies, including Walmart, Target, and Amazon, have rolled back their Diversity, Equity, and Inclusion (DEI) initiatives. As a result, programs designed to promote equitable hiring practices and support underrepresented employees have been reduced or eliminated entirely. These policy changes have sparked widespread debate on social media, with many individuals voicing their opinions on TikTok. By analyzing these TikTok posts, this study explores how corporate DEI rollbacks have affected the perceived brand image and credibility of large North American companies and what the implications are for corporate communications professionals.

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