Has discrimination created a profitable business opportunity for Shaq?

Shaquille O'Neal is co-founding an ad agency that promises to be "strive for a talent pool that’s 75% “black, brown, women and LGBTQ." (WSJ, March 2021) Perhaps he is has found a competitive advantage. If discriminatory employment practices by other firms make the wages of black, brown, female, and LGBTQ employees less than the wages of white, cis-gendered, straight males, Shaq's firm would have lower costs than its rivals. His statement that most firms struggle to hit a 25% target makes me wonder if discrimination is reducing wages for the employees he seeks. One way to increase the employment of minority workers is to increase the wages paid to them. I also wonder if clever lawyers are preparing to sue the firm for discrimination against white, cis-gendered, straight males.