Their old CREDIT values: Collaboration, Results for Customers, Efficiency, Diversity, Inclusion & Belonging, Iteration, and Transparency. New values: Speed with Quality, Ownership Mindset, Customer Outcomes. In other words, work harder, not smarter, and no more DEI.
I'm firmly not in Trump's anti-DEI camp but I have seen what can happen when you make it one of your core values. You can end up with a lot of people talking about it a lot, lots of meetings and initiatives rather than doing actual work. And usually those don't go anywhere because the people doing it don't have any power to actually change things. It's unlikely that a company like Gitlab really needs anything changin…
Essentially, what's happening here is that this right wing political media saw an opportunity to latch onto resentment of employees whose companies were just trying to change employee behavior for the better.
Companies are well aware that implementing DEI successfully will financially outperform other companies who don't. McKinsey has found this to be true repeatedly. But of course, people don't really want to hear these kinds of things and a lot of socially conservative people don't like being told that they need to learn how to interact with that queer looking person they'd rather just avoid. When Jim and Bob want to hire a new employee they just want to hire another Jim or another Bob and be left alone.
You know how your company puts meetings on your calendar where they preach about wellness and exercise and stuff like that? Just because they are annoying meetings doesn't mean they're wrong. You should focus on your wellness and exercise. Same deal with DEI: it's obviously beneficial to everyone, but America has a whole lot of people who really don't want it.
We are within the same lifetime as full blown segregation, redlining, of women being disallowed from opening bank accounts without spousal approval. There are people still alive from that era. Your great-great-grandparent may have been alive during legal racial slavery.