Advertising
Age published a perspective opining brands need a better DEIBA+ playbook.
The
viewpoint presumes brands even have a playbook.
Based on
reality, most brands (like White advertising agencies) have a cookie-cutter
collection of performative
PR, patronizing pranks, and box-checking heat
shields. And the execution is delegated to Chief
Diversity Officers, ERGs,
and/or resident representatives of the underrepresented—all of whom lack
legitimate authority and power.
BTW, it doesn’t
help that most brands (like White advertising agencies) are really working with
an anti-DEIBA+ playbook—aka systemic racism.
6 Ways Brands
Can Stay True To Inclusive Values And Rebuild Trust
Recent backlash
is a warning sign—brands need a better DEI playbook
By Rana Reeves
As the current
administration chips away at foundational policies and rights, brands aren’t
sure whether to flee or freeze—the only options available at the moment since
nobody appears to be fighting for DEI. The result for almost all brands has
been either silence or damaging statements that go against previously stated
values.
Long before the
election, CMOs were asking whether brands should celebrate Pride, acknowledge
Black History Month or invest in employee resource groups. Every move feels
risky amid backlash from both sides.
But rather than
retreat, brands need to rethink their approach. The solution isn’t abandoning
equitable practices—it’s evolving the actions into something more inclusive,
acknowledging that America is a broad tent of viewpoints, and finding ways to
work across polarization.
The risks of
missteps are clear. In January, Target scaled back racial hiring targets and
its Racial Equity Action and Change initiatives while pulling back on Pride
merchandise after conservative backlash. This led to planned boycotts from
liberals and a sharp drop in February earnings, alongside calls for a 40-day
boycott during Lent from prominent Black churches.
All this
happens amid broader economic concerns: produce shortages, tariffs and
inflation. While brands have little control over these factors, one crucial
lever they can pull is brand affinity. When prices rise, strong brand identity
and consumer loyalty make the difference between maintaining sales or losing
customers to cheaper alternatives. It just so happens that DEI has been, and
will continue to be, a driver of brand affinity.
The old
playbook isn’t workable, but brands can move to a model that continues to
platform and center specific audiences while embracing a broader consumer base:
Focus on the
future
Companies can
argue they embrace inclusivity because it’s the right thing to do, but the more
compelling case to leadership is that it drives long-term growth. America is
becoming more diverse across every demographic. A recent Gallup survey found
that more than 20% of Gen Z adults identify as LGBTQ+. Brands that overreact to
backlash by completely abandoning DEI initiatives aren’t just making a
political statement, they’re alienating a growing consumer base.
The path
forward isn’t about picking sides, it’s about balance. Brands can be mindful of
execution, such as placing LGBTQ+ campaigns in age-appropriate spaces, but
pulling back entirely is a mistake. Unless a brand serves an exclusively
conservative audience, erasing DEI efforts weakens its ability to connect with
an evolving consumer landscape. That’s why brands such as Delta, Costco, and
Apple stand their ground. They know inclusivity isn’t about avoiding
controversy—it’s about long-term brand health.
Don’t
backtrack—find a different way forward
As Target struggles
while Costco sees a 15% increase in foot traffic—brands recognize a pattern.
Target should be a cautionary tale. After George Floyd’s murder, it committed
to diversifying supply chains and stocking products from underrepresented
founders. Rolling back these efforts isn’t just a moral misstep—it’s a
financial risk. Urban consumers view Target’s shift as a betrayal.
The pattern
repeats: Conservative boycotts drive temporary stock dips, and progressive
consumers react. Brands that abandon commitments out of fear alienate the very
customers who drove their success. Instead of making reactionary decisions,
brands need a measured, long-term strategy that balances authenticity with
business sustainability.
Build around
universal principles
This attack on
DEI might actually push brands toward more inclusive thinking. Some backlash
stems from a sense of exclusion, particularly among white, straight men. True
inclusivity doesn’t prioritize one group over another—it creates a broader
framework that welcomes everyone while understanding the barriers some face and
addressing these.
It’s important
to note that DEI is a broad term that includes women, the disabled community
and veterans. Rather than following a rigid DEI calendar, brands should focus
on universal themes that intersect across communities, such as Veterans Day,
disability inclusion, gender equity in STEM and Giving Tuesday. Future
brand engagement isn’t about checking boxes—it’s about fostering equity in ways
that matter to diverse communities.
Take care of
employees
Rolling back
DEI efforts doesn’t just affect public perception—it impacts workplace morale,
retention and culture. Employees want to work for brands that align with their
values. When a brand’s actions contradict its long-established identity, it
creates a disconnect that’s tough to repair.
One way to stay
engaged is to give employees time and support to volunteer for causes they
choose. A food company can focus on food insecurity through an intersectional
lens, considering how hunger affects urban and rural communities differently.
Encouraging employees to contribute to community-driven initiatives helps build
a brand’s social impact while reinforcing company values.
Align your
business and your products
Too often, DEI
initiatives feel disconnected from product truths, making them appear forced or
exclusionary. Brands can develop products addressing income, opportunity and
safety. Poverty, the opioid crisis and public safety concerns don’t
discriminate. A liquor company could create a product detecting drinks that
have been spiked. A transportation company could innovate on physical
accessibility features. These are real issues with real solutions that align
with business objectives.
Some brands are
already adapting. Toyota shifted from broad DEI initiatives to focusing on STEM
education. While this makes sense for an automotive company, STEM can still be
approached intersectionally—supporting mothers returning to work, veterans transitioning
careers and teaching Hispanic girls to code.
Break out of
the cold
Many brands are
paralyzed, unsure how to proceed amid political backlash, economic pressures
and legal uncertainty. But staying frozen isn’t a strategy. The key is to
adapt, not retreat.
Brands
shouldn’t lose their values but should learn how to communicate them in ways
that resonate with a broader audience. Doing good doesn’t have to be framed as
diversity—it just needs to be framed differently than before.
