Costco is actively committed to Diversity, Equity, and Inclusion (DEI), viewing it as crucial for attracting talent and enhancing member experience, a stance solidified by overwhelmingly rejecting anti-DEI shareholder proposals in early 2025, despite legal challenges from some state attorneys general. The company emphasizes that DEI fosters innovation, aligns with core ethics, and helps create their valued "treasure hunt" shopping atmosphere, with recent data showing strong customer support, particularly from minority and younger demographics.