How to navigate anti-DEI efforts as a marketer
Diversity, equity, and inclusion (DEI) has been a central theme in various sectors over the past few years. However, in today's landscape, the momentum for these initiatives has slowed, or even in some cases, stopped completely. Following the Supreme Court ruling on affirmative action, the fallout has impacted not only universities but also public and private sectors as well as legislation. Across the country, employees, like marketers, may encounter challenges when dealing with anti-DEI sentiments. In this blog post, we'll explore effective strategies for marketers to navigate and overcome these challenges, fostering a more inclusive and equitable approach to their work.
Understanding Anti-DEI Sentiments
Whether fueled by misconceptions, fear of change, or resistance to acknowledging privilege, marketers need to understand the various reasons behind opposition to DEI efforts. In, “To Overcome Resistance to DEI, Understand What’s Driving It,” an article by the Harvard Business Review, DEI initiatives pose a psychological threat to organizations. The perception is often rooted in significant organizational changes involved, particularly affecting members of majority groups, “who have traditionally benefitted from being in the majority and may feel that their organizational status or resources are threatened.” Those in the majority may feel their organizational status or resources are at risk. Such perceptions can lead to a zero-sum mindset, where gains for underrepresented groups are mistakenly believed to result in losses for the majority group.
Experts also found in a “merit threat” that the group in the majority feels that acknowledging bias, discrimination, and inequality somehow diminishes the recognition of their individual successes.
Group members experiencing a “moral threat,” feel that admitting privilege can be perceived as a stain in one’s moral standing by associating with an unjust system. Fundamentally, people are “motivated to see themselves as good and moral, those committed to the ideal of equality may experience threat when a DEI initiative highlights how their group has violated this moral principle.”
Strategies for Navigating Anti-DEI Sentiments
According to a recent article, “Bury the Backlash: Savvy Leaders Know that Cultural Change (and DEI) is Here to Stay,” by The Diversity Movement, an AMA DEI partner, marketers and business leaders should focus on the results of DEI, not the label.
Business leaders may also be wary of investing in DEI programs because they fear they will expose the company to lawsuits. Some clear, safe, and effective options include:
Fostering awareness within your team and stakeholders. Provide educational resources and engage in open conversations about the benefits of DEI. Help individuals understand that these efforts contribute to a more innovative, creative, and successful business environment.
Use their marketing platform to champion inclusivity. Showcase diverse voices, perspectives, and stories in campaigns. By authentically reflecting the diversity of the audience, employees align with DEI values and connect with a broader consumer base. Read “DEI Tools for Marketers and Communicators” in our recent blog post.
Advocate for DEI initiatives within the organization. Be an active participant in discussions, demonstrating the positive impact these efforts can have on the company culture, employee morale, and, ultimately, the bottom line. Showcasing success stories from other companies can be persuasive.
Collaborate with like-minded individuals both within and outside the organization. Seek partnerships with external DEI-focused organizations to amplify the impact. A united front sends a powerful message against anti-DEI sentiments.
Implement metrics to measure the success of your DEI initiatives. Use data to showcase the positive outcomes, whether it's improved employee satisfaction, increased innovation, or a more inclusive company culture. Communicate these successes to stakeholders and the broader public.
Resources
The Diversity Movement provided a few reputable studies proving the benefits of inclusive leadership and diverse, people-centric workplace cultures:
McKinsey & Company’s December 2023 report, “Diversity Matters Even More,” outlines the “most compelling business case yet” for diversity, noting that executive teams with more gender, racial, and ethnic diversity outperform their peer groups financially.
Collaborative and respected employees are more productive (unhappy employees cost U.S. companies an estimated $1.9 trillion in 2023, according to Bloomberg).
A more inclusive marketing strategy and more diverse products and services attract more customers and revenue (for example, people with disabilities have roughly $409 billion in disposable income and LGBTQ+ individuals hold an estimated $3.9 trillion in global purchasing power).
As a marketer, navigating anti-DEI sentiments requires a combination of education, advocacy, and strategic planning. By integrating inclusive practices into campaigns and actively promoting the benefits of diversity, marketers play a pivotal role in driving change and can contribute to a positive shift in attitudes.