Companies holding the line, working behind the scenes

There’s a delicate balance playing out at corporations across America.

As the Trump administration targets diversity, equity and inclusion initiatives, many prominent companies have publicly scaled back or scrapped their programs and goals for metrics such as employee and leadership representation. Others have insisted they will continue to support DEI, opening themselves up to political pressure — but also financial opportunity.

DEI professionals told CNBC that either strategy comes with tricky pros and cons: Brands seen as advocating for DEI could face legal challenges, but they also stand to benefit from the advantages of DEI and the loyalty of customers who share their values. Brands that publicly pull back may avoid the scrutiny of President Donald Trump and his…