Is Nationwide Woke?

70/100 — Woke

US

nationwide.com

Financial Services Insurance Investment

Score Summary

Nationwide rebranded its DEI page to "Belonging, Respect and Fairness" in 2025 but maintains the same diversity policies. The company earned a perfect HRC CEI score for 17 consecutive years and actively sponsors Pride events despite conservative criticism.

Full Review

Nationwide, the Columbus, Ohio-based insurance and financial services giant, scores 70 out of 100 on the BuyWokeFree woke scale. The company publishes corporate sustainability reports and has contributed over $700 million through its foundation since 2000. Its DEI infrastructure is extensive, including the Financial Alliance for Racial Equity (FARE) partnership, strategic relationships with 17 DEI-focused organizations, and a supplier diversity program that directed over $43 million to diverse suppliers annually.

In early 2025, amid pressure from the Trump administration's executive orders targeting DEI, Nationwide removed the term "diversity, equity and inclusion" from its website, replacing it with "belonging, respect and fairness." However, the conservative watchdog group Consumers' Research quickly called out the move as a cosmetic rebranding, noting that Nationwide's actual policies remained unchanged. Consumers' Research launched a "Woke Alert" campaign against Nationwide, criticizing CEO Kirt Walker for the company's support of Pride parades via Stonewall Columbus, transgender programs through affiliated children's hospitals, and ongoing DEI commitments disguised under new terminology.

Nationwide has earned a perfect 100 score on the HRC Corporate Equality Index for an impressive 17 consecutive years and has been repeatedly designated a "Best Place to Work for LGBTQ Equality." The company actively markets insurance products specifically to LGBTQ+ families and promotes inclusive language training for agents. Conservative consumers should note that despite the language change, Nationwide's woke policies remain firmly intact beneath the surface-level rebranding.

Frequently Asked Questions

Is Nationwide woke?

Based on our research, Nationwide has a woke score of 70/100, rated Woke on the BuyWokeFree index — based on its ESG, DEI, Pride sponsorship, HRC Corporate Equality Index, political donations, and CEO Action record.

What is Nationwide's woke score?

Nationwide has a woke score of 70 out of 100, categorized as Woke. This score is based on analysis of ESG initiatives, DEI programs, PRIDE sponsorships, HRC Corporate Equality Index rating, political contributions, and CEO Action for Diversity participation.

Are there woke-free alternatives to Nationwide?

Yes, BuyWokeFree lists woke-free alternatives for Nationwide. Visit the Nationwide profile page to see similar brands with lower woke scores in categories like Financial Services, Insurance, Investment.

How does BuyWokeFree rate Nationwide?

BuyWokeFree rates Nationwide across six research dimensions: ESG initiatives, DEI programs, PRIDE sponsorships, HRC Corporate Equality Index rating, political contributions to left-leaning causes, and CEO Action for Diversity participation. Nationwide's overall woke score is 70/100.

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About

Established in 1846, Nationwide Building Society is the UK's largest mutual financial institution, serving over 15 million members. Focusing on member satisfaction and community support, Nationwide offers a wide range of financial services, including banking, mortgages, insurance, and investments.