DEI people: what do you actually do?

When is Diversity Equity and Inclusion (DEI) not in the headlines for being controversial?

Recently, the approach to DEI policies has been shifting: from the Massachusetts Institute of Technology (MIT) moving away from having candidates write compelled DEI statements amid outcry about infringement on freedom of expression; to numerous companies (including Duolingo, Eli Lilly, JetBlue, and others) hiding or removing mention of their diversity goals entirely. 

Societal discourse about DEI is quickly becoming unfashionable, particularly in the US, much like the term “woke” before it. There has been what has been described as an ongoing “siege on DEI” in the land of the free over the last 2 years, as more than 30 states have introduced or passed more than 100 bills to restrict and regulate DEI initiatives. Prominent business leaders like Bill Ackman and Elon Musk have become ubiquitous detractors of DEI. They see it as a proponent of ‘cancel culture,’ eroding our freedom of speech, discriminating against White men, and shifting the status quo to privilege identity over all else. 

What’s been driving this shift from ‘relatively boring HR jargon’ to an inflammatory term that irks the Elon Musk's of the world? 

We hypothesise that it is a lack of understanding of what DEI actually is– which allows for speculation and fringe theories to inspire fear in many. This has been seen with the commentary surrounding the collapse of the Baltimore Bridge and Boeing aircraft issues, which blamed DEI programmes for a lack of performance– despite a distinct lack of evidence. This has even caused some US companies to be sued, which has contributed to some of the recent changes in company approaches we have been seeing. 

As a result, DEI policies are having a quiet makeover. We believe that businesses still see the value of DEI. A recent study in 2023 from McKinsey demonstrated that companies with the highest racial, ethnic and gender representation are 39 per cent more likely to financially outperform others in an index of productivity, income, and demand. But they also recognise that the language associated with it is increasingly becoming a bone for DEI detractors to chase. Indeed, the topic feels scorching to touch right now, becoming so politicised that many organisations are choosing to reframe DEI as a risk mitigation strategy rather than a profession in its own right. 

Mike and John Burns, co-founders of The Burns Brothers, a consortium of Black-owned businesses in the US, discussed how even within businesses, they found that proposing training or inclusion as DEI to employees causes “you to lose them before you even walk through the door.” This could be due to how frequently counter-narratives and criticism of DEI make headlines. A sense of apathy would likely emerge for someone unfamiliar with DEI because research would lead them from relative unawareness to the middle of a barrage of opposing sides and conspiracies with no straightforward answers. 

Companies in the US have resorted to obscuring language to do with DEI, while still maintaining its intentions, attempting to avoid debates and controversy entirely.

So nowadays, what does DEI actually mean?

We at the Unmistakables work in this landscape every day and are all too aware of the perceptions surrounding our profession. What we are also aware of is how easily UK culture and narratives can follow the US. So we thought we’d do a little thought experiment. How do we describe what we do to the good people of Britain?

Speaking for myself, there have been many instances where I have slightly feared answering the question of what I do. Will I really have to involve myself in a debate justifying my job, or my enrolment in the “woke downfall of society?” (yes, I’ve had that said to me before).  

We asked our team about how they describe what they do to people on first encounter:

We help comms people ensure they're not being racist - (Joe, Project Manager)

We help brands and businesses be more inclusive - (Shilpa, Director)

We support organisations/companies to be more inclusive, internally through culture and externally through branding and marketing - (Selina, Principal Consultant)

Although there is a slight range to the answers (I’m looking at you Joe), all 3 focus on what has been lost in the arguments about DEI jargon: its actual purpose. 

DEI is fundamentally about creating a more inclusive environment for everyone–from improving the way we feel at work, to being able to truly unleash our ability to create and innovate, to unlocking more opportunities for all of us. It’s about working towards a fairer and more equitable society, and one that is better to live and work in. 

So while the media is continuing to engage in fruitless – if not slightly nefarious debates – about DEI and whether the I comes before the D but except after E, we’re continuing to focus on the real deal.