The current example is Target vs Costco.

(Because of a black pastor-led boycott of Target for dropping their DEI policy)

Target basically decided to stop "over-delivering" on DEI. e.g. stuff like $2 billion to black-owned businesses, increase black workforce by 20%, etc. Even with the rollbacks, they are probably doing on average more DEI for the sector, than a Costco, Amazon.

They definitely messed up the messaging, though, in that they positioned themselves to be somehow boycotted by both left and right.

Costco is 20x the business as Target for numerous reasons, I kind of doubt any of it has to do with DEI.

Personal experience is that Costco foot traffic has been visibly increased in recent weeks. Our Costco has a few colorful members of staff, which I personally find makes my visits there more pleasant.