Disney’s name has rarely escaped the news over the past several weeks.
Magic Kingdom
From the situation with Florida’s Parental Rights in Education Bill (what critics call the “Don’t Say Gay” bill) to the act dissolving the Reedy Creek Improvement District, we’ve shared all the latest updates with you. Recently, a specific Disney program was directly called out by an activist during the signing of another bill in Florida. What has been said about Disney and what bill is at issue? We’re breaking down what you need to know here.
Back in 2021, we shared that Disney launched a new inclusivity program called “Reimagine Tomorrow.” According to Disney’s website, the program is their way of “amplifying underrepresented voices and untold stories as well as championing the importance of accurate representation in media and entertainment.”
From aspects that influence their workforce to Disney’s content, there are a number of details on the site about Disney’s intentions for each area and what they’re doing to put those intentions into action.
©Disney
But, Disney’s “Reimagine Tomorrow” employee training has since become the subject of criticism by some. According to an article in the New York Post, Christopher Rufo obtained internal documents related to the program. The New York Post said that Disney is “pushing critical race theory on employees” through this program.
The New York Post said, “Staffers are told to reject ‘equality’ for ‘equity’ and must ‘reflect’ on America’s ‘racist infrastructure’ and ‘think carefully about whether or not [their] wealth’ is derived from racism, according to the documents.”
From Reimagine Tomorrow ©Disney
Disney issued a response to some of these matters. Specifically, a Disney spokesperson told The New York Post that the internal documents are being “deliberately distorted as reflective of company policy.”
Disney said, “In fact their purpose was to allow diversity of thought and discussion on the incredibly complex and challenging issues of race and discrimination that we as a society and companies nationwide are facing. It also noted its “long history of inclusivity with stories that reflect acceptance and tolerance and celebrate people’s differences.”
The New York Post later shared that webpages that previously featured some of the training documents had been deleted.
©Disney
Now a bill has been signed into law in Florida that addresses critical race theory and Disney has been called out by name by one activist.
According to WESH 2 News, the “Stop Wrongs to Our Kids and Employees Act” (also termed the Stop WOKE Act) was signed by Governor DeSantis on Friday (on the same day as the signing of the act that will dissolve Disney World’s Reedy Creek Improvement District — the special district that for over 50 years has essentially let Disney act as their own county). The law had previously passed both the House and Senate in Florida.
According to TIME, the Stop WOKE Act “prohibits workplace training or school instruction that teaches that individuals are ‘inherently racist, sexist, or oppressive, whether consciously or unconsciously’; that people are privileged or oppressed based on race, gender, or national origin; or that a person ‘bears personal responsibility for and must feel guilt, anguish, or other forms of psychological distress’ over actions committed in the past by members of the same race, gender, or national origin. The law says such trainings or lessons amount to discrimination.”
Florida Governor Ron DeSantis ©Deadline
TIME further notes that it “prohibits lessons or trainings in schools and workplaces that teach that individuals ‘should be discriminated against or receive adverse treatment to achieve diversity, equity, or inclusion,’ an apparent reference to affirmative action policies, which traditionally benefit Black and Latino students or employees in an effort to offset centuries of racial discrimination. They may also not advance the idea that concepts like merit or racial colorblindness ‘were created by members of a particular race, color, sex, or national origin to oppress members of another race, color, sex, or national origin.'”
WESH 2 News shares that Governor Ron DeSantis said his goal was to “block activism like critical race theory from classrooms and workplaces.”
WESH 2 News notes that The Associated Press defines critical race theory as “a way of thinking about America’s history through the lens of racism. Scholars developed it during the 1970s and 1980s in response to what they viewed as a lack of racial progress following the civil rights legislation of the 1960s. It centers on the idea that racism is systemic in the nation’s institutions and that they function to maintain the dominance of white people in society.”
©ABC
During the signing, Governor DeSantis invited Chris Rufo to speak. The Washington Post notes that Chris Rufo is a “right-wing activist.” During the signing, Rufo ended his speech by directing comments at Disney and their Reimagine Tomorrow diversity training program.
Specifically, Rufo said: “This is a direct message to the CEO of Disney, Bob Chapek. This program called Reimagine Tomorrow is not only morally wrong, it is now illegal in the state of Florida…And so we’re going to give you the weekend to make some adjustments to immediately abolish this program, because on Monday, if this is still part of Disney’s human resources program, there will be consequences.”
Note, however, that the Stop WOKE Act will not actually go into effect in Florida until July 1st. (ABC Action News)
©TheFloridaChannel.org
According to TIME, the law has been criticized by some civil rights groups and free-speech advocates. The interim director of the ACLU of Florida (Amy Turkel) said “This dangerous law is part of a nationwide trend to whitewash history and chill free speech in classrooms and workplaces.”
This isn’t the first time Disney’s name has been brought up in relation to the Bill. TIME shares that Florida state representative Bryan Avila (who sponsored the Stop WOKE Act) called out Disney during debate on the bill. He reportedly “criticized the company’s diversity training, saying it would run afoul of the new law.”
EPCOT
We’ll continue to look for more details on this situation and let you know what we find.
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I’ve been through numerous diversity trainings in my career. Both private and federal. Never was CRT discussed. It was about respect for each other and never in an accusatory manner. Disney has a large international temporary work force, there’s nothing sinister about learning about other cultures, races or religions. This law is nothing more than punitive action against a corporation exercising their First Amendment rights. Further I don’t believe CRT was ever an issue in schools or that gender issues were ever discussed in K thru 3 grade. If so, what took DeSantis so long to address them? This is nothing than political theater by the governor.
He ought to be addressing issues that actually matter and affect Floridians like climate change and Healthcare for challenged children who have medical needs. DeSantis’ entire term has been manufacturing nonexistent boogeymen and devisive tactics creating an us against them mentality. He should be trying to unite Floridians. When did teachers and Mickey Mouse become enemies?
Basically, Disney leadership has taken the world’s most valuable brand (literally) and run it into the ground as quickly as possible. An airline accident would have been slower.
A little background: I teach Crisis Communications at several universities and for the Air Force. “Back in the day” Disney contacted me about a possible job in their Crisis Management section. Aside from that I would estimate I have been to Disney World approximately 25 times.
Why Disney felt the need to go from, basically, silence to publicly stating their goal is to overturn a very controversial (on both sides) piece of legislation in the state where their biggest company asset resides is beyond me. From the outside it looks like a combination of folding to some enormous pressure and pure hubris. Disney is a place of employment…not the employees mother and father. Even Disney cannot guarantee its workers all of life will be fair, equitable and free of any pain.
Disney, specifically, Disney World, had already taken a beating. Raising prices at the “World” was designed to compensate for a failed gamble on Disney+. Companies take risk and fail all the time. What they don’t usually do is weaken their brand for a short-term profit.
Disney, for years, has moved from a family destination to a “world-class entertainment venue” for a particularly upscale clientele…and they were not even subtle about it. The Disney Springs shops now concentrate on small boutiques featuring $250 blouses. Free parking at the hotels? Not when we can charge and they’ll pay. Cut down on all portions on meals and charge more…wealthy people are used to that.
The somewhat shocking part is Disney continues to market it’s “magic” as the secret ingredient that will keep you paying…even as they do everything to squeeze the magic out. New hotels? Very nice, but very little Disney theming. New technological advances, such as the disastrous Genie+, have guests staring into their phones from 7:00am to closing time. You want some food? You had better get on that phone. Every recent change at Disney World is designed to make things easier for them by transferring the costs and responsibility to the guest. What part of that is “magical?”
Obviously, I am not privy to the Disney board discussions. However, I have never seen a company appear more arrogant than the current Disney. Considering their past culture it looks like a car wreck.
OK, I’m a little confused. The above says “Your comment is awaiting moderation” but nothing is marked. Are you all “moderating” it?
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And for next week’s story: Disney continues to loose its image thanks to Bob Paycheck’s arrogant decisions. We need a new CEO ASAP!
We have traveled to WDW 2-4 times per year for the last 20+ years. We are done. The parks we fell in love with no longer exist. The atmosphere we considered as a second home has evaporated. Our last few trips have been nothing more than money grabs by Disney and we left feeling like it was no longer magical. It is sad really.
Shouldn’t these people care more about Florida’s housing crisis or climate issues? Desantis is just doing all this to mobilize a base so he can run for president.
Amazing job on this article AJ. Thank you for keeping us up to date.
I’m old school. Grew up in the 70’s where we were taught tolerance, acceptance..and we were ALL the same..no matter what color, what sex. This isn’t what is taught today. Today’s code ” if you aren’t like me, I HATE you..and I will DESTROY you and I will blast you all over social media”.
To those that think children as young as 5 should be taught about LGBTQ–I so disagree. Disney is no place to force this on innocent minded children. Let the child be a child–they do not need to know about something that their minds do NOT understand. Children in schools do not need to be taught this. Not at this age.
Flame me if you will..if you can say what you believe, so can I. I’m an old lady and frankly don’t give two quacks about it.
This is exactly what happens when a company takes sides on a hot button political issue. If Mr. Chapek was the CEO he seems to think he is and the board were more interested in entertainment as opposed to activism isney might, and that is a big might, have skated through the pandemic and subsequent recovery unscathed. But no, they had to turn corporate policy into virtue signaling. I know what my next proxy ballot will look like.
My comment will not be posted. I agree with DeSantis. I guess if I don’t agree with the MSM mafia, I’m silenced.
And so it begins…
I see absolutely nothing wrong with the training… Ppl like to pretend racism isn’t a thing. You can tackle anything without meeting it head on. I applaud Disney for everything I’ve seen them do politically lately.
Drop the politics, Disney, and get back to work. Don’t start nothing, won’t be nothing. You are not the moral authority of the country. Let people decide how to live their own lives and butt out.
I long for the days when politics and Disney were miles and miles apart. Yes Disney is expensive. I take every price increase in stride because I simply love Disney that much. But I’ve reached my breaking point if they continue to involve themselves in political debates. Now all the ugliness has trickled down to the blogs. And it makes me sick. Please do not perpetuate the situation by even acknowledging it. Most, if not all of your readers can do the research and form their own opinions. I don’t need to read anything regarding politics on a Disney FOOD blog, for heavens sake. Can’t we just discuss the magic, please?
While I hate Bob Paycheck (good name from comment above! LOL) and his bean counter ideas that are certainly detracting from the magic, I’ll defend his and Disney’s right to free speech all day long. DeSatan stomping the Constitution and its 1st amendment show his authoritarian leanings. Talk about cancel culture! LOL Most of his recent decrees are political theatrics – hysterical outrage in search of a non-existent problem, all to get Fox sound bytes in the air. Keep the base scared and angry – old political trick that always works on rubes.
Hate the new Disney direction, but still love the Magic and the 1st amendment. Maybe this will Push Bob out and get us a new CEO.
since when did inclusivity and being a nice kind considerate person become such a divide
Good job, DFB. I admire the site’s willingness to cover these controversial issues, and so far IMO you’re doing a great job.
The people who are outraged that Disney has made choices are funny. You don’t have enough money for Disney to care. Can’t wait for my next trip to Disney Springs to buy a $250 blouse.
People who embrace diversity and want to move forward to care about others have more money now. I happily spend cash in Disney, don’t balk at $6 treats or $15 ice creams because I can afford it. The only reason I won’t spend money in a park is because I’m full or I want it shipped to my house.
I get treated better by staff when I wear anything with a rainbow, esp if it shows I’m an ally.
I love how Disney, unlike some of you, have chosen to evolve. Tomorrowland isn’t just about space travel and a revolving theater, its about moving your mind forward.
Wow! Mat! Fantastic post! Just a fantastic post! You have spoken for me as well. Hopefully this reply will get posted. DFB for some reason has been silencing my posts. Why? Don’t know, I have copies of my posts and none as as abrupt as I see on many replies. But hey it’s their site and their right to sensorship. But May again nice job and we’ll put!
This sounds exactly like what we trained in at my job. Shouldn’t be a big deal.
We in Florida have greater issues than this minuscule issue. Let’s talk climate control, no fracking, stopping hunger, correcting current gerrymandering attempts, lack of affordable housing, solar energy. Please don’t waste our time on hate groups.
I keep waiting for all of the disgruntled people complaining about prices and ideology to stop going to the parks, like they are threatening to do, but the crowds tell a different story. Similar to the mask argument that I saw people state over and over again, if you don’t like it – stay home. Then those of that still find magic can enjoy our ridiculously over priced vacations in peace!
Well-said Matt Durham and MB!
Great article and good comments. I, too, think this is just DeSantis’ way of keeping himself in the news and readying for his run for President. It is true that we need to celebrate diversity instead of squash it…it is was this country was based on.
But I also agree that Disney’s going off the tracks from the magical place they used to be. Chapek AND Josh d’Amaro, Chairman of Parks, both need to go before they completely ruin the Disney Park experience. I am sure that he is behind many of these changes in the parks and is hiding behind Chapek. I don’t understand why SO many people are still trekking to Disney World and filling the parks? When they can look elsewhere in this country and find many other wonderful vacations.
There is no way this bill stands up in front of a rational judge. There is nothing wrong with Disney’s training initiative as it reflects what the stories of today and tomorrow will be while acknowledging the past.
Ronnie and Rufo are on the wrong side of history and morality here.
I agree with Devon. Disney needs to stay out of politics. I like DeSantis’s policies as they are good for FL. If you don’t agree, LEAVE! Chapek at one point was thinking of running on the Democratic ticket. Since he didn’t, he is now using Disney as his own personal political platform. Chapek needs to be fired as he is destroying the Disney magic.
Disney, Do not preach to me, whatever your beliefs, and expect me to pay you for that. You are here to entertain, so entertain!
If you look at recent polls in Florida on the topic of the parental rights in education bill, almost all Republicans and more than half of Democrats favor the Bill. Most people don’t believe discussing gender identity and teaching sexual orientation to kindergarten through third grade is appropriate. Including Gay parents. So, why the heck would Disney declare the intention to fight it? It’s absurd.
On the topic of Disney’s special tax privileges, I’m sure all the other theme parks that don’t have such special conditions are grateful for a more level playing field. I’ve heard a lot of “tax the rich“ coming from the left. So, the left should be the most onboard with Disney Losing these privileges.
The the intention of Walt was for a city of tomorrow to be built. It wasn’t. So, having their own county and special tax breaks really isn’t fair or applicable at this point.
I’ll bet if you asked 100 people what CRT is, 99 couldn’t give you an explanation. There is nothing wrong with diversity/inclusive training, especially in a place like WDW which caters to people of all colors, religions, abilities, genders, from all over the world (including their own staff). Maybe if people got out of their own little “bubbles” (not the Disney bubble), they would see what a wonderful collection of people there are in this world. So tired of the whole “CRT” argument which is simply a bunch of ignorant people who want to push racial animosity amongst everyone; gee, if it sounds “scary,” it must be, right? smh
Race relations are in such a state of disarray in this nation. I don’t understand people that judge others based on skin color, religion, attire, sexual orientation… It seems to be more prevalent than ever. Most of these new anti-x laws are targeting mythical practices rather than reflecting reality in an attempt to garner votes. I would urge people to live your life in a way that reflects your humanity and doesn’t give in to fear mongering for political or economic purposes regardless of any politician’s efforts to regulate your freedom to think and reach your own conclusions.
I’m not going to enter an opinion on the substance of this article. Like Disney (should be!) I am under-qualified to enter into political discourse. Honestly, that’s not true, but when did Disney divert their focus from entertainment to political activism? I really wish all corporations would stay in their lanes. In order to practice what I preach here, I’ll stay in mine.
But what I will say is that AJ and the DFB absolutely team nailed this article. This is easily one of the best-written pieces of (dare I say?) JOURNALISM I’ve read in a while! Fox, CNN, NBC, all the major “news” outlets, could take notes here. I saw no language that suggested where DFB opinions land on this issue! Just information, equal attention to both sides of the issue, and no inflammatory descriptions of the players. Brilliant writing, DFB team. Keep up the good work.
I love how the “activist” is the conservative just stating facts. Completely agree with Matt Durham in the comments. I’m here now, as I booked this back in November before they got political, and it’s very true, MUCH of the magic is gone. Don’t believe we will be back.
Matt Durham: very well stated.
For me, the magic is gone. It feels like i need to attebd a weeklong seminar to learn how to go on vacation at DW. Its exhausting to think about! I don’t think I’m alone.
Disney better do some major overhauling if they want to stay on top.
I wouldn’t be surprised with all the law suits companies and local governments will now face being that they will have no diversity training and/or regulations. I don’t agree with so-called activists marking threats, but I also disagree with DeSantis dictatorship.
Odd how so many GOP politicians always fought for less government involvement and restrictions, but little man DeSantis and minions are doing just the opposite.
Susan Riddle, you are right on the money. Thank you for your very intelligent comment. You are right- CRT is not taught in schools( I teach). I’m sure everyone has read the articles that detail how it is taught in law school.
I love Disney but I also understand how many people in the company (and in our country feel slighted). It’s easy to have such strong views when you are not the one being discriminated against.
I completely disagree with Susan Riddle and X and think Matt Durham explains is perfectly.
This is to x … the housing issues that are happening in Florida is because they can’t build houses fast enough to keep up with the demand of people who want to live in the state because of Desantis. “ Climate” change will not be fixed unless the rest of the world is all in agreement. Talk to Russia and China and see if they are onboard. I would vote for him!!
I used to love Disney. Last visit felt like a money pit. Not so magical anymore. New CEO needs to wake up…not woke!
The thing that bothers me is that Disney is what I turned to to get *away* from politics. It seems like nearly every company is screaming their politics in my face, and I’m thinking, “Look, just ring me up and leave me alone.” It was worse during Covid. I got tons of emails telling me how places were “helping to keep you safe”. You change my oil. I don’t care.
I want companies to be ethical, and to try to be good members of the community. But I don’t need lectures from them, and they aren’t in charge of anyone’s morals. Just… pipe down, all of you companies.
Disney has finally run out of magic and has joined in with the rest of the greedy companies that keep raising prices and inventing ways to make money just because they can. I am a grandmother of 9 who visited Disney recently for a week long stay at Pop Century resort. We have been to Disney World many times since the 1980’s when my children were young. This trip will be our last. Good bye to the Disney we knew. Hello to a rich people’s overpriced, over crowded and over rated resort where waiting in lines takes up the majority of your day in the parks and then extra charges are added on to even have a chance to wait in line for some of the more popular rides. I’m sure you all will survive without me and my family. Thanks for the memories we have of past trips that were truly wonderful, but those times are gone.
Good for the State. Chapek needs to go. Disney needs to walk back this stuff. The value of their stock should tell them to wake up.
The somewhat shocking part is Disney continues to market it’s “magic” as the secret ingredient that will keep you paying…even as they do everything to squeeze the magic out. New hotels? Very nice, but very little Disney theming. New technological advances, such as the disastrous Genie+, have guests staring into their phones from 7:00am to closing time. You want some food? You had better get on that phone. Every recent change at Disney World is designed to make things easier for them by transferring the costs and responsibility to the guest. What part of that is “magical?”
All Very Well Said, and in my Experience Quite True. Disney must change course or Lose.
The World is changing and political motives attached to established brands make headlines. It is not and should not be personal political gains that set center stage and either should corporate excess through buy outs, mergers and acquisitions be pushed out on the consumer for the pure profit of the shareholders. This is an old way of thinking . We can do better – all of us
What’s interesting in these comments is the difference between the sincerely disappointed guests who miss the Disney they loved and the angry,
confrontational, in your face remarks spued by the Disney gatekeepers.
I would like to suggest we all take a step back and think. We are all human beings and part of the human race. I have friends that I love dearly that are of all nationalities, creeds, and colors. We look to Disney World as a place to bring our friends and families to have fun! It should not be a political statement. To group people by color, nationality, or creed and place blame…not everyone is bad. Yes, we should all love one another. We may not agree, but it is each individuals choice to make how they want to live. And to really succeed in this life, we must cling to each other…not destroy each other. No one is better than anyone else and as long as prejudice and hatred is handed down to the next generation by parents, we will never get anywhere close to world peace. Each child in school should feel that they are special because they are! And they are our future. Let each one of us set the example before the next generation. But please, let Disney represent family fun because if the face of Mickey Mouse comes to be known as the champion of select groups of people, they will lose the respect of all the people. We are all human beings and most of us are pretty good people. Don’t label me and put me in any class. I am just a plain ol’ human being that deserves the same respect everyone else should have.
I see that it’s completely crazy that a political party who relies so much on big business now wants to bite the hand that feeds it.
This is retaliatory in the most obvious way. FL government makes laws. Disney has opinions about laws. But FL can still make the laws. Opinions, directly, do not. The only time FL has to listen to anyone is to represent the majority, without discrimination.
I don’t agree that these laws will do what people are told they are intended to do. But, I don’t live in FL. I do believe they are being introduced to continue discrimination and using “word twisting” to achieve that.
As far as the money being made by Disney. I am also stumped by the one political party who preaches the “right” to hoard money, yet is against it when their political cash flow is turned off. I’ll use the same argument they do. It’s not against the law to make money. Supply and demand. Trickle down economics (like that ever worked before). As long as an entertainment company produces content people find value in, that is the consumers choice to decide. And in a weird back-handed way, it does help with crowd control. Wage gap has more to do with who gets to go to large resort theme parks than desire to go does.
$140,000,000 per year (assuming no inflation) is going to be an expensive wrist slap DeSantis is asking the people of Orange Co. to pay for to make it look like he’s “taking on the big evil empire.”
All because they exercised their right to give an opinion.
Simply put – Bob Chepek needs to resign.
His leadership has fiduciarily failed the Employees, Shareholders and more importantly Customers. Streaming and park income is at all time highs, but the unwarranted political excursions have damaged the Disney brand and stock price proves it, the drop is perfectly timed with his unthought out misguided political activities which have nothing to do with the Disney brand. The correlation is obvious. Bob Chepek – you need to go sir.
Also done with Disney after 20 years of being a Passholder. Not the same place or ideals at all!
Richard R Porqueddu, I agree 100%. I don’t understand why he hasn’t been fired yet .. without pension, golden parachute, or severance! The man is a menace to the company and the brand for all the reasons you mention.
Disney ceo chapek & the Disney board had no response to Florida’s parental rights bill (look up exactly what the bill actually says before you judge it) until a group of employees staged a walk out. Worried about loss of employees in a government created bad economy, and bad pr, they easily caved in. Disney was never politically motivated until their now corporate greed displayed by their theme park prices and social policies took hold. Disney deserves everything they are now dealing with.
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