Affirmative action emerged during the 1960s as a government-mandated strategy for rectifying the effects of past discrimination. Although the goal of providing equal opportunity for all citizens regardless of race or gender has never been questioned seriously, controversy has swirled around affirmative action with claims by non-minorities of "reverse discrimination" and complaints by employers of coercion to hire unqualified job applicants. This paper examines the relevance of affirmative action for the 1990s in light of changes in public policy and changes in society. It suggests that the judicious use of affirmative action can increase a company's competitiveness in increasingly diverse product and labor markets.