Yeah, it probably is propaganda. Costco has been doing some cartoonishly shitty union busting recently for which they received a ton of backlash. Now, suddenly, we're all supposed to be on their side because they said "DEI is good"? IDK, it might just be me, but that rings a bit hollow from a company that has a long (and very recent) history of doing shit like "changing the locks on union bulletin boards so the reps can't put up any notices".