The Trump Effect: Swiss Companies Curtail and Adjust DEI Measures
Pressured by the US Trump administration's crackdown on DEI, Swiss multinationals like UBS and Roche are dialing back their diversity policies and using neutral language. While experts warn of institutional regression, companies like Swatch are contrarily strengthening DEI to attract talent.
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- 📰 Published: April 23, 2026 at 21:21
- 🔍 Collected: April 23, 2026 at 21:32 (10 min after Published)
- 🤖 AI Analyzed: April 23, 2026 at 23:00 (1h 28m after Collected)
(CNA Reporter Kuo Fang-chun, Zurich, 23rd) As the Trump administration cracks down on "Diversity, Equity, and Inclusion" (DEI) initiatives, several Swiss multinational companies have recently adjusted or weakened their DEI policies. UBS and Roche have switched to neutral language and cut related content. Experts warn this move signals a loosening of commitments and could trigger institutional regression, though some companies are contrarily strengthening their layout to attract talent.
In Switzerland, "Diversity, Equity, and Inclusion" (DEI) policies have long been viewed as an important symbol of modernized corporate culture and a concrete manifestation of a society moving towards openness and progress.
However, according to a report by the Swiss media outlet Tages-Anzeiger, under pressure from the US government in March 2025, several multinational companies began adjusting or even withdrawing existing multicultural measures.
Although UBS Group and Roche Pharmaceuticals have not completely canceled their relevant policies, they have made adjustments to their phrasing.
For example, common words like equality and diversity are gradually being replaced by more neutral terms such as "equal opportunities" (German: gleiche Möglichkeiten) and "belonging" (German: Zugehörigkeit). Furthermore, content related to multicultural concepts on corporate websites and in annual reports has been removed.
Under shifting international political atmospheres, multinational companies with a presence in Switzerland, including Microsoft, have also started to adopt more cautious communication strategies to avoid facing extra pressure in the market or politically.
Gudrun Sander, Professor of Diversity Management at the University of St. Gallen in Switzerland, pointed out in the report that the current political environment makes previously unimaginable regressions possible, such as the resurgence of male-dominated decision-making structures.
She believes that once companies lower their emphasis on diversity issues, institutional progress will stagnate or even regress, which in the long run will weaken the inclusiveness of corporate culture.
Nathalie Amstutz, Professor at the Institute of Gender and Diversity at the University of Applied Sciences and Arts Northwestern Switzerland, emphasized the symbolic power of language. She pointed out that when companies deliberately avoid using certain keywords, it creates a "silent impact," making the outside world feel that the companies' commitments to equality and diversity are blurring.
She reminded that the principle of equality is clearly written into the Swiss Constitution, and companies cannot freely choose whether to comply with it. Retreating in language will not only weaken a company's public image but may also affect internal trust in the company.
Notably, the report also mentioned that not all Swiss companies are adopting restrictive diversity strategies due to the "Trump Effect." Some companies, such as watch giant Swatch and medical technology company Ypsomed, are contrarily strengthening their DEI measures.
The strategy of these Swiss companies is that when large multinational corporations retreat due to political pressure, it is the best time to highlight their own diverse image and attract international talent. (Editor: Hsieh Yi-hsuan) 1150423
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In Switzerland, "Diversity, Equity, and Inclusion" (DEI) policies have long been viewed as an important symbol of modernized corporate culture and a concrete manifestation of a society moving towards openness and progress.
However, according to a report by the Swiss media outlet Tages-Anzeiger, under pressure from the US government in March 2025, several multinational companies began adjusting or even withdrawing existing multicultural measures.
Although UBS Group and Roche Pharmaceuticals have not completely canceled their relevant policies, they have made adjustments to their phrasing.
For example, common words like equality and diversity are gradually being replaced by more neutral terms such as "equal opportunities" (German: gleiche Möglichkeiten) and "belonging" (German: Zugehörigkeit). Furthermore, content related to multicultural concepts on corporate websites and in annual reports has been removed.
Under shifting international political atmospheres, multinational companies with a presence in Switzerland, including Microsoft, have also started to adopt more cautious communication strategies to avoid facing extra pressure in the market or politically.
Gudrun Sander, Professor of Diversity Management at the University of St. Gallen in Switzerland, pointed out in the report that the current political environment makes previously unimaginable regressions possible, such as the resurgence of male-dominated decision-making structures.
She believes that once companies lower their emphasis on diversity issues, institutional progress will stagnate or even regress, which in the long run will weaken the inclusiveness of corporate culture.
Nathalie Amstutz, Professor at the Institute of Gender and Diversity at the University of Applied Sciences and Arts Northwestern Switzerland, emphasized the symbolic power of language. She pointed out that when companies deliberately avoid using certain keywords, it creates a "silent impact," making the outside world feel that the companies' commitments to equality and diversity are blurring.
She reminded that the principle of equality is clearly written into the Swiss Constitution, and companies cannot freely choose whether to comply with it. Retreating in language will not only weaken a company's public image but may also affect internal trust in the company.
Notably, the report also mentioned that not all Swiss companies are adopting restrictive diversity strategies due to the "Trump Effect." Some companies, such as watch giant Swatch and medical technology company Ypsomed, are contrarily strengthening their DEI measures.
The strategy of these Swiss companies is that when large multinational corporations retreat due to political pressure, it is the best time to highlight their own diverse image and attract international talent. (Editor: Hsieh Yi-hsuan) 1150423
Choose to stand with facts; every sponsorship you make is the power to guard press freedom.
Download the CNA "First Hand News" APP to grasp the latest news instantly.
The text, images, and audio/video of this website may not be reproduced, publicly broadcast, or publicly transmitted and utilized without authorization.