THE AMERICA ONE NEWS
Jun 6, 2025  |  
0
 | Remer,MN
Sponsor:  QWIKET 
Sponsor:  QWIKET 
Sponsor:  QWIKET: Elevate your fantasy game! Interactive Sports Knowledge.
Sponsor:  QWIKET: Elevate your fantasy game! Interactive Sports Knowledge and Reasoning Support for Fantasy Sports and Betting Enthusiasts.
back  
topic
Jenny Goldsberry


NextImg:Hyundai executive says DEI 'drives the bottom line'

Automaker Hyundai renewed its commitment to marketing efforts focused on diversity, equity, and inclusion as similar initiatives have decreased in popularity.

Hyundai confirmed it is keeping its contracts with African American marketing agency Culture Brands, which began in 2021, and Hispanic marketing agency Lopez Negrete Communications, which began in 2022. Hyundai Motor America’s director of experiential and multicultural marketing, Erik Thomas, claimed that multicultural customers make up 30% of car sales but did not share the revenue made.

Recommended Stories

“In terms of the creative that we’re doing and the work that we’re doing with Culture Brands, it’s born from a recognition that it drives sales, drives the bottom line for the company,” Thomas said.

Thomas’s comments come as Target, Meta, McDonald’s, Walmart, Lowe’s, Toyota, Ford, and others have rolled back their DEI practices. These companies will no longer make hiring and firing decisions based on race or any other identity while phasing out the phrase “DEI.”

CORY BOOKER CLAIMS DEI ‘HELP US TO HIRE THE BEST OF THE BEST’

Costco, Apple, and Delta Airlines are among the standout companies that are keeping their respective policies to suit DEI practices. These companies have gone public in defense of DEI.

Hyundai is the third-largest automaker in the world, selling over 4.14 million cars last year.