The Disney cultural reset could change how the entertainment giant communicates with families, develops stories and manages politically sensitive issues under Josh D’Amaro.
BURBANK: The Disney cultural reset under CEO Josh D’Amaro could become far more significant than a change of leadership, potentially influencing everything from theme park language and workplace culture to storytelling, brand identity and Disney’s relationship with families.
One of the most discussed signs of change has been the return of the traditional phrase “ladies and gentlemen” in some Walt Disney World announcements.
Disney had previously moved towards gender-neutral greetings. In 2021, “ladies and gentlemen, boys and girls” was removed from the Magic Kingdom fireworks introduction and replaced with “dreamers of all ages”. Disney later acknowledged training cast members to use alternatives such as “hello, everyone” and “hello, friends”.
Recent recordings have shown “ladies and gentlemen” being used again in some monorail announcements.
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Has Disney banned gender-neutral language?
No company-wide ban has been confirmed.
Viral claims that D’Amaro had “eliminated gender-neutral language” spread across social media, but there is no official Disney announcement establishing such a policy. Recent fact-checking similarly found no evidence that the CEO ordered employees to stop using gender-neutral terminology.
That distinction is particularly important because D’Amaro himself previously championed Disney’s inclusion policies.
As chairman of Disney Parks in 2021, he wrote that Disney wanted cast members to feel a sense of belonging and introduced greater flexibility around gender-inclusive hairstyles, jewellery, costumes and personal expression.
Disney’s June 2026 Standards of Business Conduct also continues to list “Inclusion” among the values defining the company.
The emerging picture therefore looks less like an outright rejection of inclusion and more like a possible attempt to make Disney’s public identity less closely associated with divisive cultural debates.
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Why could the cultural change matter?
The potential impact extends far beyond greetings at theme parks.
Disney owns some of entertainment’s most valuable properties, including Marvel, Pixar and Star Wars. A broader Disney cultural reset could influence which stories receive investment, how characters are developed and marketed, and how executives approach social or political controversies.
For audiences, the biggest change could be tonal.
D’Amaro has repeatedly emphasised fans, storytelling and experiences. At D23 in August, he told an audience of more than 12,000 fans that understanding what it feels like to be a Disney fan was essential to leading the company.
That suggests Disney could increasingly focus public messaging on entertainment, nostalgia and broadly accessible family experiences rather than allowing corporate debates to dominate discussion around its brands.
There are risks in either direction. Consumers who felt Disney became too politically involved may welcome a less activist image. Others could interpret reversals of inclusive practices as retreating from commitments to LGBTQ+ employees and audiences.
D’Amaro therefore faces a delicate challenge: reposition Disney without alienating either side.
Impact to expect
Rebalancing. If the shift continues, Disney could become more cautious about politically sensitive corporate messaging while putting greater emphasis on entertainment, familiar characters and fan loyalty. The real test will be whether that approach strengthens Disney’s broad family appeal without weakening its existing commitment to inclusion.
