You can address an unbalanced hiring pool of qualified candidates (i.e. your 90%) by expanding the hiring pool (through various methods) until its balance comes closer to the balance of the overall population. Doing this doesn't require discriminating against anyone. See https://www.theguardian.com/technology/2017/aug/07/silicon-v... for example, there are other tech companies with race balance much closer to national averages. It's certainly possible to pull more women and people of color into your hiring pool, and you don't ever need to turn down a single person based on their white skin color to do it. The universities you hire from and your degree requirements for applicants can both have a significant impact on things and it's easy to adjust those.

The downside is that some qualified candidates (white man and woman of color alike) will potentially miss out on jobs once the candidate pool is grown, because you've pulled a bunch of extremely talented people into the pool who set the bar higher. That could certainly make people feel discriminated against if they don't have enough insight into the process.