Since 1922, the United Services Automobile Association has provided banking and insurance products and services exclusively to members of America's military , its veterans , and their families. The company serves 13 million clients and ranks No. 96 on the Fortune 500 list. It is regarded as one of the world's most admired companies.
But USAA's recent involvement in corporate activism and its advancement of contentious ideologies suggests that the trust on the part of its members is misplaced. Behind the facade of platitudes extolling fairness and equality of opportunity, things are not what they appear to be. There is a more sinister motive: the promotion of diversity, equity, and inclusion as an integral part of the company's corporate model.
USAA's success is in large part due to the symbiotic relationship between it and generations of military families. USAA's relentless advertising campaigns feature patriotism and the elite character of men and women who value ability, service, and unity. But the company's overt and unapologetic support of DEI, an ideology influenced by Marxist-based critical theory, and social justice programs with similar leanings is at odds with these traditional military values and casts a shadow on the company's vaunted reputation. USAA risks losing the brand value established over generations...
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