How woke is Holland America?

Introduction

Holland America Line (HAL), a subsidiary of Carnival Corporation & plc, is a renowned cruise line with a rich history dating back to 1873. While HAL takes pride in offering exceptional cruise experiences, it’s also notable for its various initiatives related to social justice, diversity, equity, and inclusion (DEI), and environmental sustainability. Let’s dive into how HAL aligns with woke ideologies, scrutinizing its financial contributions, DEI policies, mandatory training sessions, support for LGBTQ+ initiatives, marketing, and branding.

Financial Contributions to Progressive Causes

There is no clear evidence that Holland America Line gives money to progressive causes. The company, in its Social Responsibility page, does say it “contributes hundreds of thousands of dollars each year in cash and in-kind shipboard events to a broad range of charitable causes internationally and nationally.” However, we don’t know exactly which causes they support, as the details aren’t provided.

Prioritization of DEI Policies

Holland America Line is deeply committed to promoting diversity and inclusion across its operations. As part of Carnival Corporation & plc, HAL emphasizes creating an inclusive environment for both its workforce and guests.

As President and CEO Arnold W. Donald states, “Diversity is a business imperative. The key to innovation is diversity of thinking… having people from different backgrounds and different cultural experiences who are organized around a common objective are far more likely to create breakthrough innovation than a homogenous group.”

HAL partners with several organizations to promote inclusivity. These partners include Catalyst, which focuses on expanding opportunities for women in business, the Executive Leadership Council (ELC), which empowers African-American corporate leaders. The Hispanic Association on Corporate Responsibility (HACR) works to advance the inclusion of Hispanics in Corporate America. 

Mandatory Training Sessions

There is no clear evidence that HAL enforces mandatory woke training sessions. The company’s actions and statements do not provide definitive information on this.

Support for LGBTQ+ Initiatives

HAL shows robust support for LGBTQ+ rights through various policies and partnerships. The company has consistently achieved a perfect score on the Human Rights Campaign (HRC) Foundation’s Corporate Equality Index, which rates U.S. companies on their treatment of LGBTQ+ employees and consumers​​.

Roger Frizzell, chief communications officer for Carnival Corporation said: “As a company, it is a business imperative to provide a positive and supportive work environment for all our colleagues, guided by our highest responsibility and top priority, which is compliance, environmental protection and the health, safety and well-being of our guests, the people in the communities we visit, and our shipboard and shoreside personnel.”

HAL also partners with organizations like OUTBermuda to advocate for the legal recognition of same-sex marriages and supports numerous LGBTQ+ community events and initiatives​​. They also support various LGBTQ+ community organizations and events, including the Seattle Men’s and Women’s Chorus Annual Dinner and Auction, and annual Pride events like the Los Angeles Pride Parade, Seattle Pride Parade, and Southampton Pride.

Marketing and Branding

Holland America Line’s marketing and branding subtly incorporate elements of social activism, particularly in sustainability. Their “Operation Oceans Alive” program aims to cut down non-essential single-use items, especially plastics, by 50%. They focus on reducing, reusing, recycling, and proper waste disposal to minimize their environmental footprint.

Additionally, HAL is the only cruise line certified by Responsible Fisheries Management for sustainable Alaska seafood, showcasing their dedication to sustainable practices.

“It is our shared responsibility to limit our environmental footprint. The more we learn, the more we must be willing to move in the direction of zero-impact,” HAL’s Sustainability page states.

Conclusion

Holland America Line embodies numerous aspects of woke ideology through its financial contributions, DEI policies, mandatory training sessions, support for LGBTQ+ initiatives, and socially responsible marketing. While the company’s primary focus remains on delivering high-quality cruise experiences, its significant efforts in promoting social justice, diversity, and environmental sustainability position it as a woke brand.