A Washington state grocery chain, Haggen, owned by Albertson’s, is facing scrutiny for prompting customers at self-checkout lanes to donate to "DEI awareness." Shoppers are presented with donation options of $1, $3, $5, or "other," alongside an opt-out choice. This initiative is advertised alongside signage for the Haggen Foundation, which runs a donation drive from June 14 to August 8, encouraging contributions at any register to support organizations promoting "positive social changes" and "inclusive" living.

While the Haggen Foundation website lists beneficiaries like the American Cancer Society, organizations supporting individuals with mental disabilities (Chinook Enterprises and Faces Northwest), it also includes groups promoting potentially controversial policies. One such beneficiary is the Northwest Justice Project, which aims to address "structural and racial inequities" in Washington State, endorsing the Race Equity and Justice Initiative (REJI).

Last year’s campaign also supported organizations like the Northwest Immigrants Rights Project, focused on dismantling "systemic oppression," and Empower Next Generations, which prioritizes "social equity, cultural diversity, [and] inclusion." Albertson's responded to inquiries by highlighting donations going towards organizations like the Down Syndrome Center of Puget Sound, Special Olympics Washington, Disability Rights Washington, National Multiple Sclerosis Society, and American Cancer Society. However, they did not address concerns about promoting potentially divisive political ideologies or potential customer backlash.

This situation follows other instances of brands facing criticism for incorporating politically charged stances. Bud Light continues to grapple with the fallout from its partnership with transgender influencer Dylan Mulvaney, and Target faced backlash for its Pride month display of transgender swimwear.

Bud Light's recent attempt to move past the controversy with a new summer-themed ad has been met with further criticism online.