How woke is Cintas?

Introduction

Cintas Corporation has been providing uniforms and facility services for decades, but these days, its brand stands for much more than just workwear. Cintas has embraced diversity, equity, and inclusion (DEI) and a strong ESG (environmental, social, and governance) focus, positioning itself as a corporate champion of progressive values. 

But this shift might cause pause for those who prefer traditional values and a merit-based approach to business. Beneath Cintas’ polished PR surface lies a clear alignment with the social agendas that have come to define “woke” corporate America.

Financial Contributions to Progressive Causes

When it comes to where their money goes, Cintas puts its dollars in some interesting places. According to its political contribution statement, Cintas openly supports “inclusive policies and actions that align with broader social justice objectives.” In plain English, they’re investing in today’s progressive causes, especially those emphasising social justice and equity.

Their community impact page outlines how many of these contributions are geared toward supporting DEI and similar initiatives. Clearly, Cintas is committed to more than just business—they’re backing a political and social agenda. While some may find this admirable, others may see this as a sign that Cintas is veering away from a service-oriented, neutral stance.

Prioritization of DEI Policies

Cintas has built an entire framework around it. Recognised as one of Newsweek’s America’s Greatest Workplaces for Diversity in 2024, Cintas is clearly proud of its DEI policies. This accolade is touted on their website as proof of their “commitment to diversity goals,” but it raises a fair question: is this about equality or meeting social quotas?

On their own DEI page, Cintas claims they “prioritise equitable opportunities across diverse communities, fostering a workplace reflective of our commitment to inclusion and belonging.” 

For supporters, this sounds like progressive progress; for critics, it indicates that traditional merit-based hiring may be on the back burner. Cintas’ aggressive DEI push aligns with modern progressive ideals but could make those with more conventional or merit-focused values feel overlooked.

Mandatory Training Sessions

Based on available information, no specific evidence exists that Cintas 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

On March 13, 2023, Cintas was honored as an LGBTQ Corporate Change Champion, solidifying its support for LGBTQ+ inclusion within and beyond the workplace. For Cintas, the rainbow flag flies high year-round.

In addition to internal policies, Cintas uses its Instagram and Facebook platforms to spotlight its participation in Pride events and LGBTQ+ advocacy. Their social media statements say it all: “Through our social platforms, Cintas actively supports Pride and LGBTQ+ advocacy, reflecting our dedication to social inclusivity.” 

This commitment to LGBTQ+ initiatives clearly outlines the company’s priorities and values. However, those who hold more conservative views on family and gender roles see this statement as exclusionary.

Marketing and Branding

If there’s any doubt about Cintas’ commitment to progressive values, their marketing should erase it. In November 2022, Cintas unveiled a new ESG branding initiative to align with “environmental, social, and governance ambitions.” This shift is about more than greenwashing; it represents a full-fledged rebranding of its corporate identity to place inclusivity and sustainability over traditional business metrics..

Conclusion

Cintas is a prime example of a company fully embracing the “woke” corporate shift. From substantial financial contributions to social justice initiatives to aggressive DEI policies to championing LGBTQ+ causes, the brand is laser-focused on progressive values. While some laud these actions, others view them as a detour from Cintas’ roots in traditional service and product quality.

Cintas may seem less appealing now than ever to consumers who appreciate a company that stays focused on business without pursuing social agendas.