The hype and swirl of pro-DE&I and anti-DE&I conversations have spanned every inch of the news cycle.
Ominous headlines about Ford and Walmart scrubbing DE&I have some believing that corporate DE&I is out. It is not, but it is experiencing a formidable hit to its reputation.
Giants like Apple, Costco, JPMorgan and Goldman aren’t flinching and are standing by DE&I. According to 2023 McKinsey & Company research, companies have invested $7.5 billion in DE&I efforts since 2020, and investments will likely reach $15.4 billion by 2026.
But why is DE&I experiencing a corporate withdrawal now? Simply put, there are DE&I misconceptions galore.
In a Forbes article, Alicia Gonzalez writes that one DE&I misconception is that DE&I programs are pricey and don’t yield impactful results. Gonzalez explains that studies from organizations like McKinsey & Company report that DE&I programs and values “lead to better decision-making, increased innovation and higher employee satisfaction.” Further, when customers are represented and included by brands, the company wins their business.
A second DE&I misconception is that DE&I leads to reverse discrimination. DE&I critics often say DE&I causes organizations to prioritize hiring underrepresented people to meet a representation quota. Gonzales notes that the goal with true DE&I is “not about lowering standards; it’s about broadening the talent pool and ensuring equal opportunities.”
DE&I consultant and the former VP of Inclusion Strategy at Netflix, Vernā Myers, also notes that DE&I actually relies heavily on meritocracy and promoting people who have earned a job. Myers says that DE&I addresses “the reality of nepotism, favoritism and bias that have helped certain groups get ahead” for years.
Now more than ever, communicators need to play the long game to protect DE&I. The recommendations below are a starting point for how communicators can shield DE&I during this reputation-building era.
Consider Renaming the DE&I Team
The Society of Human Resources (SHRM), the largest professional human resources membership association with nearly 340,000 members in 180 countries, announced in July 2024 that they removed “Equity” from their Inclusion, Equity and Diversity efforts. They rebranded their practice to “Inclusion and Diversity” instead. SHRM found that the “Equity” component was threatening to some and that there was general confusion about what the word involves. DE&I teams around the country have been renaming their groups, choosing a new team name that could feel more approachable to all audiences.
Create a DE&I Communications Task Force
Before any internal or external-facing DE&I announcement is distributed, share the announcement with a diversified group (or “DE&I Communications Task Force”) for their review. This Task Force must include as many unique backgrounds and perspectives as possible. The Task Force can share transparent feedback about how they interpreted an announcement, social media post, etc.
Develop a DE&I Brand Guidelines Document
Conduct an audit of how employees view a company’s DE&I communications. Working together, a DE&I team (if there is one) and a communications team can leverage raw employee feedback and draft a DE&I communications guidelines document. This document should include details about DE&I storytelling goals, what employees want to see more of, which words and messages to avoid and so on. This should be viewed as an evergreen document that is consistently circulated to ensure everyone is doing and saying the same things.
Be Selective about DE&I-leaning Announcements
Consider whether there are clever ways to bundle DE&I-related news into one announcement or if big news can be added to an organization’s website (and other channels) without a flashy formal announcement.
Read Opposing News Sources
Now is the time to prioritize reading news that goes beyond our opinion-affirming echo chambers. In doing so, we will be better prepared to respond when a company’s DE&I work is challenged and can continue to evolve our DE&I projects thoughtfully. As a jumping-off point, consider reviewing this graph from Ad Fontes, which shows how news outlets tend to lean in terms of political affiliation.
Track Employee Sentiment and Data
A surefire way to understand employee perspectives is by routinely asking for anonymous feedback. A twice-yearly survey can include questions like: “Are we communicating our DE&I values well?” and “Do you read our company’s DE&I-focused messages?” These answers will allow leaders to develop tailored approaches that attract employee attention and maybe even change opinions.
In Conclusion, Remember This:
While frenzied conversations about DE&I’s relevancy will continue, as long as we have historically underrepresented and marginalized people in the U.S., the business case for DE&I will stand.
Irasema Jasmin Hartmeier is Senior Director of Public Relations at Chemistry Cultura.