How woke is American Express?

American Express Brand Review: How Woke is this Corporate Giant?

American Express remains one of the most recognized names in financial services. However, Amex has fully embraced the woke agenda. But what does this mean for the average consumer? In this review, we’ll dig into their financial contributions, hiring practices, mandatory training programs, and marketing to uncover just how woke this brand is—and what that might mean for you.

Financial Contributions to Progressive Causes

American Express has clarified where it stands politically, contributing to causes that align with social justice, racial equity, and climate change activism. The company’s involvement is highlighted by the American Democracy Scorecard, which details its support for organizations pushing progressive reforms. American Express has been recognized for its significant contributions to democracy and social justice reform, notably by backing organizations focusing on voter rights and racial justice”.

Through their Community Impact Grants, they’ve funded programs empowering marginalized communities. Their ESG Report says it all: “Through our Community Impact Grants, we are committed to creating lasting social change by empowering underrepresented communities”​​. Clearly, Amex isn’t just about helping businesses grow—they’re about pushing social change, for better or worse.

Prioritization of DEI Policies

American Express is all in when it comes to diversity, equity, and inclusion (DEI). The company has set its sights on having a 100% diverse and inclusive workforce. According to their DEI page: “American Express aims to achieve a 100% diverse and inclusive workforce, with particular focus on increasing representation among women and minority groups in leadership roles”​.

They’re certainly committed to the cause, but at what cost? 

Mandatory Training Sessions

The company has instituted mandatory training on unconscious bias and critical race theory (CRT), which has stirred up controversy. Fox Business reported that Amex’s CRT training urged staff to adopt a hierarchy that put “marginalized” groups above the “privileged”​. Yikes. No wonder this has sparked heated debates about fairness and unity in the workplace.

On the flip side, Black Enterprise points out that the company sees these sessions as transformational: “These DEI training programs have a transformative impact on our company, creating an environment where every voice can be heard and respected”​. But the question remains: Is this fostering unity or enforcing a political agenda?

Support for LGBTQ+ Initiatives

American Express fully supports LGBTQ+ causes. They’ve partnered with major organizations like the International Gay and Lesbian Travel Association (IGLTA), becoming their first financial services partner. They proudly state: “American Express is proud to be the first financial services company to partner with IGLTA, promoting inclusive travel experiences for the LGBTQ+ community”​.

Amex has also been a major player in events like the New York Pride Campaign and the Sydney Gay and Lesbian Mardi Gras​. As they put it, “Our sponsorship of Pride events across the globe, including New York Pride and Sydney Mardi Gras, highlights our ongoing commitment to LGBTQ+ rights and equality”​. 

Marketing and Branding

American Express is selling an image firmly rooted in progressive values. From its marketing campaigns supporting LGBTQ+ pride to its messaging on climate justice and DEI, Amex has its finger on the pulse of woke culture. 

Take American Express’s New York Pride Campaign, for example. American Express’s New York Pride Campaign demonstrates dedication to inclusivity, reaching out to young, diverse consumers who value brands with strong social justice messages. The company’s entire marketing strategy is aimed at captivating Gen Z and Millennials, the generations most likely to support progressive causes.

Conclusion

From its DEI hiring practices to CRT training sessions, Amex is leading the charge in promoting progressive causes. While its efforts may appeal to younger, socially conscious consumers, they could alienate others who feel that businesses should stick to what they do best—offering great products and services without the political and social messaging.