Atlassian started as a scrappy Aussie startup making developer tools (Jira, Confluence, Trello) that helped software teams stay organized. Over time it grew into a global tech powerhouse. But behind the project boards and scrum tools lies a company increasingly addicted to virtue signaling. Rather than just shipping software, Atlassian now ships diversity slides, ESG commitments, and community equity initiatives.
Their “Team Everyone” internal branding is not just a slogan, it’s a strategy. They fund Employee Resource Groups (ERGs) like Atlassian Pride, Black Atlassian Group, Women+, Juntos, and more. They talk about mitigating bias in hiring, partnering with DEI organizations, and measuring belonging. And up on the public stage, Atlassian openly commits to net zero by 2040, supplier climate targets, and even built a “Don’t #@!% the Planet” guide for their environmental campaigns. It’s no longer just about building tools, it’s about building a woke identity.
