Founders of Black-owned businesses adapt as major U.S. firms cut diversity programs.

Founders of Black-owned businesses are adjusting their strategies as major U.S. companies reduce diversity, equity, and inclusion (DEI) programs. Brands like Pound Cake and Puzzles of Color, which gained partnerships with large retailers post-2020 racial justice protests, now worry about losing these ties. Entrepreneurs are concerned about personal repercussions and the impact on their growth, questioning whether to adapt offerings or cancel contracts with companies scaling back DEI efforts.