FromDayOne, Inc's logo
STORIES
Feature BY Emily McCrary-Ruiz-Esparza | November 20, 2025

Corporate America’s Retreat from the ‘Whole Self’ Era

Remember the time when workers were invited to “bring their whole selves to work”? When they were welcomed to zones of psychological safety and encouraged to speak freely? When they were given highly flexible work arrangements to suit their lifestyles? When dogs and cats roamed through Zoom meetings?Those days are over. While no company will exactly say, “return to the office, and please leave your whole self at home,” corporate expectations have changed. The breezy notion of colorful individuality now feels risky. But where exactly are we now?“The pendulum is swinging. This goes back and forth through the decades,” said Janine Yancey, founder and CEO of Emtrain, which creates workplace compliance and culture training. At the moment, Emtrain’s customers are focused on productivity, cost savings, and efficiency. “It’s really about the bottom line right now,” Yancey said. The employee experience and company culture has receded in importance. “That’s less of a priority.”The “whole self” concept became HR gospel during the first half of the decade, propelled in different ways by three events: the pandemic, the surge of support for DEI, and the Great Resignation. (One of the first explicit references came a few years earlier in a TED talk.) During the pandemic, when remote work offered glimpses into our colleagues’ homes and lives, and widely shared stress revealed new parts of ourselves. With schools and childcare centers closed, companies granted unprecedented flexibility for workers to care for family members. The social justice movement of 2020 also opened the door for self-sharing at work. Employers spun up employee resource groups (ERGs) and some invited employees to share their feelings in all-hands meetings. Some, like Walmart, even trained staff in mental health first aid to better recognize distress among coworkers.The Definition Is TrickyBut what exactly does it mean to bring one’s whole self to work? It depends, and that may be the challenge as the bar is reset. Some may feel that it’s a license to dissolve healthy boundaries. Want to pitch a fit in a meeting? Go right ahead. That’s your whole self. Others may feel relief that they can talk openly about being on the autism spectrum without fear of discrimination. Like most trendy terms, its definition is nebulous. While individual companies may have taken the time to define the term, there’s been no broader consensus.It’s unlikely that any employer ever wanted employees to bring everything to work. Insubordination was never welcome, even if it comes naturally. “Authenticity at work is guarded authenticity,” said John Higgins, who studies and writes about activism in the workplace. “Because at work, you can be fired. That’s the reality.” What really undermined the “whole self” movement was the backlash against DEI.  Some companies and universities have scrapped their DEI plans, closed diversity offices, and laid off chief diversity officers—once a fast-growing C-suite position. Following President Trump’s executive order to end all federal DEI programs, there have been state-level bans, lawsuits, and corporate roll-backs.The skirmishes are often public. Some federal employees were fired or put on leave for participating in DEI programs recommended by the first Trump administration. More recently, some employers fired or disciplined workers for social posts they made about the murder of right-wing political figure Charlie Kirk. According to a special report from Reuters, more than 600 Americans were “fired, suspended, placed under investigation or disciplined by employers for comments about Kirk’s September 10 assassination.” Several of those workers have since filed lawsuits against their employers.Where Should the Line Be Drawn Now?Especially for leaders, the idea of unfiltered authenticity is misguided, according to management expert Tomas Chamorro-Premuzic, writing in Harvard Business Review. “Decades of psychological research studies show that power diminishes inhibition, weakens empathy, reduces self-control and any sense of obligation to others, and amplifies the toxic traits leaders already possess,” asserts Chamorro-Premuzic, author of the new book Don’t Be Yourself: Why Authenticity Is Overrated (and What to Do Instead). Instead, leaders should model values instead of performing them, protect their personal lives, and choose empathy over ego.Even the term “psychological safety” needs to be revisited. Amy Edmonson, the Harvard management professor who popularized the term, argues that bringing one’s whole self is precisely what we shouldn’t be doing. “Your ‘authentic’ or ‘whole’ self also includes the undesirable, unprofessional, and dark side dimensions of your character,” she wrote in a recent article for Fast Company.Venture capitalist Marc Andressen, a vocal critic of DEI, wrote on X in late 2024: “The one thing you should never, ever, ever do is bring your full self. Leave your full self at home where it belongs and act like a professional and a grownup at work and in public.”It’s arguable that “whole self” was never what workers needed. In a New York Times opinion piece, University of Pennsylvania economist Corinne Low wrote that “women, and especially mothers, don’t necessarily need remote work. We don’t need so-called flexible work schedules. What we need are plain old boundaries–jobs where work stops at a set time and allows other parts of life to exist without interruption.”But employers reach outside the workplace, where our whole selves live. In many cases, the comments about Charlie Kirk that resulted in terminations were made on personal social media accounts. It’s not the first time this has happened. A private-sector employee was fired from her job in 2020 after she called the Black Lives Matter “racist, claiming it caused segregation and alleging Black people were ‘killing themselves,’” according to the New Jersey Monitor. The employee sued, but a judge upheld the termination. While some may decry unprofessionalism in the workplace, others may be pushing back on expressions of personal identity that don’t align with with their ideological camp. For instance, the Trump administration wanted to ban transgender people from changing the sex marker on their passports, and the Supreme Court upheld the ban. We might ask, Is it that we don’t want people to behave unprofessionally, or that we don’t want people to feel safe and comfortable disclosing politicized aspects of their identity?When employers invite authenticity at work, Higgins said, what’s usually welcome are the traits that benefit the business. At its most mercenary, the message is really, “bring a socially acceptable version of yourself so I can use you.” Of course, what’s socially acceptable changes. What will be the next cycle? “Employers will overreach a little bit, and then employees will start to mobilize because that’s the only way you can achieve some leverage and power,” said Emtrain’s Yancey. Sometimes unions are formed or sit-ins are held. Who does the rabble-rousing has a great deal to do with who has the upper hand in the job market—or what ideology is in vogue. But the pendulum will one day swing again, she said. “It always does.” Emily McCrary-Ruiz-Esparza is an independent journalist and From Day One contributing editor who writes about business and the world of work. Her work has appeared in the Economist, the BBC, The Washington Post, Inc., and Business Insider, among others. She is the recipient of a Virginia Press Association award for business and financial journalism. She is the host of How to Be Anything, the podcast about people with unusual jobs.(Featured illustrated by Dave Long Media/iStock by Getty Images)

Story cover image
News BY Emily Nonko | November 14, 2025

Target’s Buff Santa Is Back. Can He Deliver the Brand From Its Troubles?

Can a hunky Santa deliver relief from Target’s enduring struggles? For a second year in a row, the $106 billion national retailer is hoping the character can at least be a warm and welcoming messengar though the holiday season.This fall, Target announced its Step Into the Holidays campaign with a big emphasis: “Kris K. is back.” The company launched the campaign last year showcasing a youngish, dashing Santa. As a woman in last year’s ad put it: “It was Santa Claus. And he’s, like, weirdly hot.” The ad got attention everywhere from Tik Tok to the New York Times, so he was due for an encore. This time, ads show a fuller view of Kris’ personality, as he highlights his top gifts, watches football, sings karaoke and goes on dates.“Kris K. from Target captured hearts last holiday season,” Michelle Mesenburg, Target’s SVP for creative and content, said in a statement. “He embodies the playful joy, ease and inspiration that define the Target experience — helping you find the perfect gifts, celebrate every moment and make the season shine a little brighter.”Target has been in the midst of a new strategic plan on “creating today's Tarzhay, offering everyday discovery and delight for millions of families and ensuring Target is a consumer favorite for years to come,” then-CEO Brian Cornell said earlier this year. That has included a huge investment in marketing efforts, including this multi-pronged holiday campaign. Sarah Nesheim, a brand expert and co-founder of the social-media driven branding firm Crafted, isn’t convinced that marketing alone can fully correct course on the company’s recent struggles. She traces Target’s branding issue to 2023, when the company removed some displays celebrating Pride Month from store shelves after social media posts about its “woke” merchandise and threats against the safety of its workers, then faced further backlash from LGBTQ+ and human rights groups who said Target wasn’t standing by the community.This January, Target joined a number of other U.S. companies in dropping its diversity, equity and inclusion goals. Black shoppers responded with a well-publicized, 40-day boycott over its decision to cave to right-wing pressure on diverse hiring goals. While CEO Brian Cornell tried to re-emphasize Target’s commitment to diversity and inclusion, Target announced his resignation in August.Flip-flopping rarely works to cement a retailer’s brand identity and build customer loyalty. “It dilutes the brand identity and confuses customers,” Nesheim told From Day One. Consistent messaging of a brand like Costco — which sticks to customer value, even promising not to raise the price of its famous $1.50 hotdog — is a more effective strategy, she adds. Costco also stuck with its DEI programs, along with companies like Levi Strauss & Co.Target’s identity crisis strained already-existing retail challenges. “It’s made them less resilient to pressures like tariffs and Americans spending less,” Nesheim added.So while shopper boycotts rarely hurt major companies’ bottom line, the one in January did. Sales at Target, which has almost 2,000 stores across the U.S., fell more than expected in the first quarter of 2025. This summer, executives candidly included the DEI boycott in the list of reasons why the sales were down: “This was remarkable because a concession like that does not happen often,” NPR business correspondent Aline Selyukh said at the time.Sales from both physical stores and online channels had also been flat or declining in nine out of the past 11 quarters, PBS reported in August. In October, the Wall Street Journal reported that the company planned to lay off around 1,000 global corporate employees and eliminate 800 open positions. So will a hot Santa usher in some actual magic? “It’s a cute campaign,” Nesheim acknowledges, “but it still doesn’t tell me anything about what Target stands for.” Still, there’s effort by the retailer to make bigger changes. The new chief executive, 20-year Target veteran Michael Fiddelke, starts in February. He has outlined three immediate priorities: rebuilding Target’s merchandising strategy, improving the in-store experience, and investing in technology. The holiday campaign is meant to emphasize the brand’s store experience and value. Target also just made news for its new directive asking store employees to smile, make eye contact, and greet or wave when a shopper comes within 10 feet of them. “Heading into the holiday, we’re making adjustments and implementing new ways to increase connection during the most important time of the year,” Chief Stores Officer Adrienne Costanzo said in a statement.The company found that key consumer metrics rose when shoppers were greeted or acknowledged. The company will also work to improve in-stock levels, spruce up its stores, and host in-store demos and events throughout the holidays.And in the social-media world, Target hopes Kris K. can help kindle a new vibe. A video on Target’s official Instagram page, reports USAToday, shows a buff, “charismatic store team member” dressed as Santa, lifting weights (two red baskets filled with store items), which prompted one social-media user to muse, “Will there be one in every store?”  In her two-decade career, Emily Nonko has written about social justice, urbanism, real estate and housing as a freelance journalist based in Brooklyn, New York. In 2020, she co-founded Empowerment Avenue, a nonprofit supporting creative work from incarcerated people, and oversaw its writing cohort, where the group supported hundreds of stories publishing in mainstream media outlets from incarcerated writers around the country.(Featured image courtesy of Target)

Story cover image

What Our Attendees are Saying

Jordan Baker(Attendee) profile picture

“The panels were phenomenal. The breakout sessions were incredibly insightful. I got the opportunity to speak with countless HR leaders who are dedicated to improving people’s lives. I walked away feeling excited about my own future in the business world, knowing that many of today’s people leaders are striving for a more diverse, engaged, and inclusive workforce.”

– Jordan Baker, Emplify
Desiree Booker(Attendee) profile picture

“Thank you, From Day One, for such an important conversation on diversity and inclusion, employee engagement and social impact.”

– Desiree Booker, ColorVizion Lab
Kim Vu(Attendee) profile picture

“Timely and much needed convo about the importance of removing the stigma and providing accessible mental health resources for all employees.”

– Kim Vu, Remitly
Florangela Davila(Attendee) profile picture

“Great discussion about leadership, accountability, transparency and equity. Thanks for having me, From Day One.”

– Florangela Davila, KNKX 88.5 FM
Cory Hewett(Attendee) profile picture

“De-stigmatizing mental health illnesses, engaging stakeholders, arriving at mutually defined definitions for equity, and preventing burnout—these are important topics that I’m delighted are being discussed at the From Day One conference.”

– Cory Hewett, Gimme Vending Inc.
Trisha Stezzi(Attendee) profile picture

“Thank you for bringing speakers and influencers into one space so we can all continue our work scaling up the impact we make in our organizations and in the world!”

– Trisha Stezzi, Significance LLC
Vivian Greentree(Attendee) profile picture

“From Day One provided a full day of phenomenal learning opportunities and best practices in creating & nurturing corporate values while building purposeful relationships with employees, clients, & communities.”

– Vivian Greentree, Fiserv
Chip Maxwell(Attendee) profile picture

“We always enjoy and are impressed by your events, and this was no exception.”

– Chip Maxwell, Emplify
Katy Romero(Attendee) profile picture

“We really enjoyed the event yesterday— such an engaged group of attendees and the content was excellent. I'm feeling great about our decision to partner with FD1 this year.”

– Katy Romero, One Medical
Kayleen Perkins(Attendee) profile picture

“The From Day One Conference in Seattle was filled with people who want to make a positive impact in their company, and build an inclusive culture around diversity and inclusion. Thank you to all the panelists and speakers for sharing their expertise and insights. I'm looking forward to next year's event!”

– Kayleen Perkins, Seattle Children's
Michaela Ayers(Attendee) profile picture

“I had the pleasure of attending From Day One. My favorite session, Getting Bias Out of Our Systems, was such a powerful conversation between local thought leaders.”

– Michaela Ayers, Nourish Events
Sarah J. Rodehorst(Attendee) profile picture

“Inspiring speakers and powerful conversations. Loved meeting so many talented people driving change in their organizations. Thank you From Day One! I look forward to next year’s event!”

– Sarah J. Rodehorst, ePerkz
Angela Prater(Attendee) profile picture

“I had the distinct pleasure of attending From Day One Seattle. The Getting Bias Out of Our Systems discussion was inspirational and eye-opening.”

– Angela Prater, Confluence Health
Joel Stupka(Attendee) profile picture

“From Day One did an amazing job of providing an exceptional experience for both the attendees and vendors. I mean, we had whale sharks and giant manta rays gracefully swimming by on the other side of the hall from our booth!”

– Joel Stupka, SkillCycle
Alexis Hauk(Attendee) profile picture

“Last week I had the honor of moderating a panel on healthy work environments at the From Day One conference in Atlanta. I was so inspired by what these experts had to say about the timely and important topics of mental health in the workplace and the value of nurturing a culture of psychological safety.”

– Alexis Hauk, Emory University