How woke is CDW?

Introduction

CDW, a well-established IT solutions provider, is frequently analysed for its alignment with progressive social policies, DEI initiatives, and LGBTQ+ support. 

In this review, we’ll dissect CDW’s public commitments and explore how deeply these ideologies are embedded within the company’s structure and branding.

Financial Contributions to Progressive Causes

CDW demonstrates a clear commitment to progressive causes through financial donations supporting community initiatives and social causes. This approach is grounded in promoting diversity and inclusion across various aspects of CDW’s business model. 

CDW also amplifies its impact by encouraging employees to donate to similar causes, as highlighted in their statement: “Our volunteer and donation matching programs encourage employees to contribute to causes that support DEI and social justice, amplifying our impact on community resilience and equity”.

Prioritization of DEI Policies

CDW’s DEI policy is more than standard commitments to inclusion; it goes further with identity-based hiring and promotional practices. For the company, DEI are pillars that support its entire workplace culture and guide its operations. 

This commitment suggests a workforce composition that reflects a broad range of demographics, perhaps at the expense of traditional hiring standards. CDW recognizes its deep involvement with diversity, locally and internationally. These efforts and practices, across corporate leadership shape significant hiring and promotional decisions. 

Mandatory Training Sessions

Based on available information, no specific evidence exists that CDW  mandates training sessions on social activism topics such as unconscious bias or critical race theory. The existence, nature, and extent of such training within the company are unknown.

Support for LGBTQ+ Initiatives

CDW has made significant public commitments to supporting the LGBTQ+ community, making inclusivity a core part of its workplace culture. Its pride initiatives and internal events underscore its dedication to LGBTQ+ advocacy. 

This dedication is further highlighted in their culture of allyship, with CDW emphasizing, “Our culture thrives on diversity and allyship. Together, we’re committed to supporting LGBTQ+ inclusion through ongoing events and educational programs”. This active promotion of LGBTQ+ issues in company policy and culture suggests that certain perspectives on gender and family structures are sidelined.

Marketing and Branding

CDW’s marketing campaigns reflect an alignment with its DEI and ESG values, embedding these principles in its brand identity. Its recent “Make Amazing Happen” campaign highlights a commitment to social responsibility and inclusivity, as CDW explains: “With our latest campaign, ‘Make Amazing Happen,’ we’re focused on creating positive impact through innovation, inclusivity, and community engagement.” 

This campaign frames CDW as a company dedicated to advancing social causes, appealing to audiences prioritising these values. A move that alienates audiences who prefer merit-based, performance-focused corporate culture.

Conclusion

CDW’s approach to business reflects a profound dedication to the progressive values of social equity, inclusivity, and diversity. By actively promoting DEI and LGBTQ+ initiatives and consistently making financial contributions to progressive causes, CDW’s policies convey a company deeply engaged in social advocacy. 

Their branding appeals to audiences who prioritize social justice values, although it risks alienating those who favor traditional values, merit-based hiring, and freedom from mandated ideologies in the workplace.