How woke is Estée Lauder?

Introduction

Estée Lauder Companies, a household name in luxury beauty, has cultivated an image of elegance and social progressivism. With its deep investments in diversity, equity, inclusion (DEI), and LGBTQ+ advocacy, the company markets itself as a beacon of modern corporate responsibility. 

But what does this commitment mean for consumers who value traditional values? Let’s take a closer look at how Estée Lauder navigates the increasingly woke corporate landscape.

Financial Contributions to Progressive Causes

The company pledged $15 million to the Breast Cancer Research Foundation, a cause that’s undeniably impactful but still leans heavily into gender-focused philanthropy. Estée Lauder also works with Vital Voices, an organisation empowering women leaders worldwide. 

Politically, Estée Lauder is firmly planted in progressive territory. Data from OpenSecrets shows its donations primarily benefit liberal candidates and causes. This transparency is commendable but leaves little room for interpretation about where the brand stands ideologically.

Prioritization of DEI Policies

Estée Lauder is making bold claims and taking visible action regarding Diversity, Equity, and Inclusion(DEI) Policies. The company aims to be the “most inclusive and diverse beauty company in the world,” and its efforts to meet that goal are noteworthy. 

For example, Estée Lauder emphasizes working with minority-owned businesses through their supplier diversity initiatives. As Fairy God Boss highlights, “Estée Lauder aims to set the standard for inclusivity by creating an equitable and diverse workplace.”

That’s great on paper, but these efforts put merit and qualifications on the back burner. A critical perspective from Triple Pundit notes, “Supplier diversity programs at Estée Lauder are not just about equity; they’re central to the company’s commitment to empowering minority-owned businesses.” While progressives might see this as a win, such policies inadvertently encourage favoritism over a purely merit-based approach.

Mandatory Training Sessions

So far, there’s no concrete evidence that Estée Lauder enforces training sessions like unconscious bias or critical race theory programs. However, given its strong DEI agenda, it’s not far-fetched to think they could be part of the internal culture.

Support for LGBTQ+ Initiatives

If you’ve seen Estée Lauder’s Pride Month campaigns, you already know this company dedicates much of its time to LGBTQ+ advocacy. Their #ELCProudTogether campaign celebrates LGBTQ+ employees and hosts virtual events during Pride Month. Sustainability Magazine described it as “a testament to its support for the LGBTQ+ community.”

On its blog, Estée Lauder proudly states, “During Pride Month, we reaffirm our commitment to creating a workplace and community that celebrates diversity, equity, and inclusion for all.” 

It is noteworthy that the emphasis on identity politics is polarising. It’s a fine line to walk between celebration and alienation.

Marketing and Branding

Estée Lauder has nailed the art of blending luxury with social messaging. Marketing Dive explains it perfectly: “Estée Lauder masterfully combines brand identity with performance marketing, ensuring that social responsibility remains at the forefront of its consumer engagement strategies.”

At the same time, Estée Lauder’s strategy heavily leans on appealing to progressive demographics. Goybo describes it as a company that “positions itself as a trailblazer in merging high-end appeal with progressive values.” This duality distances consumers who prefer brands to steer clear of political or social commentary.

Conclusion

Estée Lauder’s commitment to progressive causes makes it a darling of socially conscious consumers. However, this alignment doesn’t come without trade-offs. For consumers who prioritise merit-based hiring, apolitical branding, or traditional values, Estée Lauder’s firm stance on social justice feels more exclusionary than inclusive. 

In the ever-polarized landscape of corporate responsibility, Estée Lauder leaves no doubt about which side of the aisle it occupies.