Confessions of a founder coaxed into retail for DEI: ‘We were set up for failure’

Political and social turmoil during the pandemic created a groundswell of support for diversity, equity and inclusion back in 2020. This cultural sea change gave way to grassroots movements designed to diversify retail store shelves, like the 15 Percent Pledge and incubator programs focused on supporting BIPOC founders who have historically been disproportionately underfunded by the venture capital world. 

Years later, however, DEI programs are under legal attack in U.S. courts, with BIPOC-focused funds and affirmative action programs within higher education the target of politically orchestrated backlash. Some insiders say this has created an atmosphere of fear within private enterprise and public companies alike. 

Today’s confessions subject is a brand founder caught in the crossfire. Our subject is the CEO and founder of her company, which she started 15 years ago. It was bootstrapped and focused primarily on direct-to-consumer sales until 2020, when mounting attention shifted her company’s trajectory. 

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