Advertising Age published a periodic
perspective promoting DEIBA+ as the strategic advantage corporations can’t
ignore.
Unfortunately,
White advertising agencies deem DEIBA+ as something to ignore—extending an
ignorance that has played uninterrupted for decades.
The author
declared, “DEI is not dead. It’s evolving—and it’s time to bury the false
narrative that it’s ill-intended, counterproductive or canceled.”
Um, Adland has
mastered the art of false narratives. Justice fighters may attempt to bury the
lies—but the deflection, denial, and deception are revived, resuscitated, and
resurrected.
The author stressed
the goals of DEIBA+ “must remain at the forefront of our collective
conversation, free from diversionary and divisive debates about co-opted
definitions.”
Okay, except
there is no collective conversation. Don Draper said, “If you don’t like what’s
being said, change the conversation.” For Adland, DEIBA+ leads to deliberate
distraction and dawdling drivel.
DEI and
business success—why inclusion is key to innovation and growth
The strategic
advantage companies can’t ignore
By Latraviette
Smith-Wilson
In an era where
noise often drowns out truth, DEI has become a casualty in a game of political
ping-pong. Fear, deception and partisan agendas skillfully marketed by a vocal,
well-funded minority have painted DEI as dying, divisive, irrelevant—even
illegal. But while diversity, equity and inclusion are under attack, DEI is not
dead. It’s evolving—and it’s time to bury the false narrative that it’s
ill-intended, counterproductive or canceled.
Throughout
American history, progress has faced fierce resistance before becoming
convention. The abolition of slavery, the enfranchisement of women and Black
Americans, voting rights, equal pay, fair housing, marriage equality and more
all faced profound opposition before advancing toward the long-unmet aspiration
of liberty and justice for all.
Today is no
different. DEI belongs to a lineage of transformative efforts that have
challenged a flawed status quo to uphold the highest values of democracy and
humanity.
Despite efforts
to distort it, DEI is simple: Diversity means valuing differences in
identities, backgrounds and experiences. Equity means ensuring fair treatment,
access and opportunities for everyone. Inclusion means creating environments
where all can feel welcomed, respected and empowered to contribute fully. These
goals must remain at the forefront of our collective conversation, free from
diversionary and divisive debates about co-opted definitions.
Language can
always be misappropriated to serve an agenda, bending meaning to fit a purpose.
Yesterday, the target was woke. Today, it’s DEI. Tomorrow, it may be the word
du jour: belonging. This is why changing the words or rearranging the acronym
is unlikely to be an effective solution. Rebranding without substance is
performative at best, and true belonging cannot be realized while dismantling
efforts aimed at achieving equity and inclusion. It’s like building a house but
leaving out the foundation.
Corporate
America must focus on these established truths: DEI doesn’t lower standards or
dismiss merit. It amplifies fairness, creating opportunities for all. It
doesn’t make success easy; it makes it equitable. At its core, DEI is a
strategic, human-centered approach to building stronger institutions and
businesses.
Yet, the road
ahead will likely be fraught with challenges fueled by politically charged
disinformation campaigns that misrepresent these efforts as part of a cultural
war. But the potential rewards—a more innovative, equitable and thriving
workforce—are worth every battle. Multiple studies indicate that diverse and
inclusive companies perform better, with Gartner research showing highly
inclusive organizations generate 2.3 times more cash flow per
employee, 1.4 times more revenue and are 120% more capable of meeting
financial targets. Similarly, companies with above-average diversity on their
management teams report innovation revenue 19% higher than companies
with below-average leadership diversity.
While
increasingly well-crafted narratives falsely proclaim DEI’s demise, the facts
tell a different story. A Washington Post/Ipsos poll found 61% of
Americans view DEI as a “good thing for companies to adopt.” The Edelman Trust
Institute reports employee demand in 2024 for DEI has returned to 2020 levels
(60%, up 9 points from 2022) with sentiments improving over the past 3-5 years.
Employee loyalty also increases across political lines (Republicans 82%,
Democrats 83%, Independents 84%) when companies invest in DEI. Moreover, U.S.
consumers are 4.5 times more likely to buy brands that commit to ending
inequality. DEI isn’t a fleeting trend; it’s a business imperative with proven
ROI.
The facts,
however, have not stopped media from playing a role in skewing public
perception. Thoughtful coverage of the evolution and impact of DEI has been an
ember, while incomplete information and sensational headlines declaring its
imminent death have spread like wildfire.
Choosing to
amplify a few isolated controversies and back-pedaling companies neglects the
broader reality: Most Americans and business leaders still recognize DEI as a
crucial path to strengthen businesses and communities and build equitable and
thriving workplaces. Media outlets have a responsibility to provide balanced,
fact-based reporting, ensuring that statistically isolated incidents are not
framed as a broader systemic collapse.
DEI rollbacks
aren’t new. Companies with tepid DEI commitments often cut these initiatives
and teams first during economic uncertainty. Since 2021, scaling back on the
performative promises made after George Floyd’s murder has become common. These
retreats highlight the danger of treating DEI as a symbolic gesture rather than
a strategic priority. While fear of political backlash and publicity-centered
litigation threats may explain the most recent retrenchments, abandoning
DEI risks alienating customers and employees who expect accountability and
inclusion, with 76% of millennials saying they’d leave an employer if DEI
initiatives weren’t offered.
Rather than
retreating, companies have an opportunity to rally around a call to action to
innovate and evolve their DEI strategies, embedding them into operations,
culture and values across functions. DEI must shift from HR-centric to
business-led, with measurable outcomes tied to performance goals—just like any
other strategic business priority. Leaders should also communicate DEI’s
business value clearly and consistently. It’s not about politics; it’s about
smart, strategic action to improve business and people outcomes.
DEI in
corporate America was developed and has continued to evolve to address, among
other needs, disparities in hiring, pay, advancement and treatment—inequalities
that persist today. Achieving gender parity for all women will take nearly 50
years, and for women of color, the timeline more than doubles compared to white
women. C-suite/executive leadership teams in advertising agencies are 80.7%
white, 7.64% Asian, 5.41% Hispanic/Latina/Latinx and 2.97% Black/African
American. These figures highlight just a small part of the work still to be
done.
Businesses also
have additional compelling reasons to double down on DEI. The Summer 2024
Fortune/Deloitte CEO Survey revealed that 40% of CEOs are focusing on
diversity, equity and inclusion through strategic priorities over the next 12
months, demonstrating an awareness of its vital role in long-term success and
the need to embed DEI throughout an organization. No CEO said that DEI is too
big of a problem to tackle. The Edelman survey also found that when asked about
the institutions trusted to address racism and injustice in America, 71% of
respondents said, “my employer” and 51% said “business,” with “media” and
“government” ranking lowest at 37% and 35%, respectively.
Businesses
committed to DEI are not simply checking boxes—they’re preparing for the
future. An increasingly diverse workforce and consumer demographics demand it.
Companies that embrace DEI understand that it’s about better positioning
themselves to attract top talent, foster creativity and drive growth.
History shows
that corporate commitments to equity and fairness have often transcended
political agendas. Even under pressure, companies have shown resilience,
adapting their approaches to meet new and complex challenges while maintaining
values of inclusion, courage and integrity.
The continuance
of these efforts will not depend on which party sits in power. It will depend
on how resolutely companies will stand to uphold their values, embrace and
leverage the diversity of the American population for long-term business
growth and underscore the need for a strategic, accountable, and sustained
approach to achieving inclusive progress.
It’s time for
business to reaffirm its commitment—and make history again.
