How woke is Home Depot?

Introduction

Home Depot remains a staple in the home improvement scene, with approximately 475,000 orange-blooded associates and more than 2,300 stores in the U.S., Canada and Mexico. But there’s more to this brand than paint cans and power tools.

Lately, Home Depot has been making waves for reasons beyond hammering nails. This review uncovers the reality of Home Depot’s social and political stances, from its financial contributions to its stance on DEI (Diversity, Equity, and Inclusion) policies. Let’s dive in.

Financial Contributions to Progressive Causes

Here’s where it gets interesting. According to Yahoo Finance, Home Depot shelled out a whopping $360,000 to Republican candidates who objected to the 2020 election results. That might make you think they’re firmly planted in the conservative camp, but hold on. OpenSecrets tells us that Home Depot spread around $1.89 million in donations during the 2020 election cycle, playing both sides of the aisle.

The American Democracy Scorecard even pointed out that Home Depot has contributed to progressive causes addressing racial and social justice issues. Their financial contribution indicates that they are trying to cover all bases. 

Prioritization of DEI Policies

Home Depot doesn’t play with its dedication to Diversity, Equity, and Inclusion. Derek Bottoms, their Chief Diversity Officer, clarifies that they create an environment where “everyone feels included, respected, and supported to be their true selves.” 

Another Report gives more insight into Home Depot’s DEI Policies. Home Depot is expanding its DEI reporting to ensure everyone knows how inclusive it is. 

Mandatory Training Sessions

Despite digging through sources, there’s no clear evidence that Home Depot mandates training sessions on unconscious bias or critical race theory. Either they’re keeping that information low, or it’s not yet part of their game plan. 

Support for LGBTQ+ Initiatives

Whilst earning the title of Best Place to Work for LGBT Equality from the Human Rights Campaign, Home Depot’s support for LGBTQ+ Initiatives remains unwavering. They took things a step further by partnering with the HRC to bring gender-related education, including discussions on pansexuality, to elementary schools.

Do we need corporations teaching kids about gender identity? Or is this just another example of a brand overstepping its boundaries in the name of inclusivity? 

Marketing and Branding

Ah, the sweet spot where companies either win us over or push us away—their marketing. Home Depot is trying hard to be everyone’s friend. Marketing Dive named them one of the most inclusive brands out there, but there’s been backlash from folks who feel the brand’s progressive stance is too much.

Meanwhile, the Panmore Institute points out that its marketing strategy integrates diversity and inclusion into every ad. It is difficult to tell if its actions are motivated by care or desire to be seen as a brand that’s “with it.”

Conclusion

Home Depot may be committed to their woke ideals, or maybe they’re just hedging their bets in an ever-divisive market. Either way, if you’re looking for a brand that steers clear of the woke agenda, Home Depot might not be the place to shop. At least you’ll find a good deal on a hammer.