Uncharted Territory: Navigating DEI Communications Today

As communications professionals, it is our job to counsel our clients and organizational leaders on how to craft internal and external messages around DEI efforts. For years, especially after the George Floyd murder, it was considered “a must” for businesses and organizations to have strong DEI statements and policies in place and communicate their efforts often. Today, the world of DEI is being flipped on its head.

With the pushback in the world around DEI efforts, C-suite executives are left scrambling to figure out where to go from here. Do they roll back policies like McDonald's, Amazon, Lowes, Target and others? Or, do they hold strong like Costco, which credits DEI initiatives with strong business outcomes?

It’s hard to know the right next steps, and that includes for the communicators who are trying to provide the best strategic guidance to their executives. Recognize that just because DEI has been politicized in recent months doesn’t mean the concepts behind it cannot contribute to the success of a business or its company culture.

We recommend reflecting on your target audiences - both internally, such as employees and partners, as well as external audiences like customers or members - and ensuring your values align with what these groups care about. For instance, if you are a company that caters to a younger, more progressive generation, it may make sense to double down on diversity and inclusivity efforts. Affirm your commitment to ensuring that marginalized populations remain a primary focus. For companies like Tractor Supply and Caterpillar, whose stakeholders are more likely to embrace traditional values, rolling back DEI is something that has been largely applauded by their customers.

Another strategy to consider is finding new ways of talking about DEI without using the now polarized acronym. According to a recent article in Reuters, new federal policies may lead to an evolution of language for how to describe DEI initiatives. For example, we may start to see more general phrases used, such as “creating a welcoming environment for all”, “we encourage belonging” or “we continue to value tolerance and respect”.

While there are no hard and fast rules in today’s unstable environment, as communicators, we should continue to stay well informed and aware of the national conversation.

Additionally, PR pros should provide counsel to encourage leaders to lean into their culture and values during this time and continue to advance their work internally through affinity and employee resource groups (ERGs), bringing together people who share common connections or experiences. They remain a valuable resource to support diverse and inclusive workplaces and can be an important part of your internal communications, even if opting not to share efforts externally.

While there are a number of unknowns in this new business climate, stay the course that best aligns with what you stand for as a company or organization. DEI communications is a moving target, and being able to back up what you say with behaviors remains the priority.

Now is the time to ensure your actions operationally align what is communicated. Avoid appearing performative or trying to capitalize on the situation. Stakeholders will see right through it, which could lead to backlash.

Ultimately, both internal and external stakeholders will be considering your DEI policy against their own values and whether they are consistent with the behavior of the company or organization.

As strategic counselors, communicators play a pivotal role and should undoubtedly have a seat at the table for these executive-level conversations.