The Grow Up Report: What does DEI stand for today?

Why it’s time for DEI’s coming of age

Two years ago, we found that confusion still surrounded 'diversity, equity, and inclusion' (DEI).

While the pro-DEI momentum sparked in 2020 continued, by 2023, there were clear indications that the landscape was beginning to shift. We mapped DEI against Gartner’s Hype Cycle and found plenty to suggest we had entered the ‘trough of disillusionment.’

Fast forward to 2025 and events have unfolded as we predicted. The term ‘DEI’ has not only remained a business conversation, but it’s entered the public domain. In this report, we dissect what’s really happening and how businesses can respond in a way that unlocks growth and helps them to stay relevant.

The Grow Up is our latest report in which we surface the views of 2,400 people in the UK, combined with our experience in this field over the last seven years. 

In it we explore: 

What does DEI stand for today?

The Grow Up report indicates that DEI has evolved from a relatively niche business topic in 2020 to a widely discussed, and often weaponised, term in the public domain by 2025. While initial momentum after 2020 led to companies building DEI infrastructure, the landscape in 2025 shows a shift akin to Gartner's "trough of disillusionment." 

There is significant pushback from political powers and some business leaders, yet societal demographic changes continue relentlessly. In this contentious climate, questions have arisen around "what does DEi stand for today?"Some seeing it as a replacement for "woke" and others feel it has run its course.

How has the public perception of companies prioritising DEI changed in the UK?

Despite negative media narratives and political pushback in some areas, over half of the British public (55%) agree that companies prioritising DEI are more likely to grow and succeed. Only 11% disagreed. This suggests that in the UK, the majority still view inclusion as linked to business performance, not just principle.

Do political leanings in the UK affect views on DEI?

We found that support for prioritising DEI for company growth is not confined to one political party. While Labour voters show the highest agreement (69%), a significant proportion of Conservative voters (51%) also agree, closely mirroring the general public. 

Even among Reform UK voters, over a third (34%) believe DEI supports company growth, with more being neutral than disagreeing. This indicates that while political polarisation exists, inclusion still holds majority support across mainstream party lines in the UK.

How has the backlash against DEI in the US impacted businesses in the UK and globally?

The anti-DEI sentiment and legal pressures originating in the US, particularly following the 2024 US election, have had a notable impact globally. Some US-based companies and even UK-headquartered global firms have rolled back DEI targets and initiatives, citing the "changed environment" and the need to comply with US legal requirements, even applying these changes in jurisdictions like the UK where similar legal pressures don't exist. 

This has led to a strategic inconsistency in how companies approach DEI across different regions. Regulatory bodies in the UK have also paused efforts to introduce new diversity rules, favoring voluntary initiatives instead.

What are the different approaches businesses are taking towards DEI in this evolving landscape?

The report identifies three main categories of business approaches: "cut it down," "the blowback," and "let it flourish." "Cut it down" involves companies scaling back or dismantling DEI initiatives, often due to economic strain, social scrutiny, or legal/political pressure from the US. "The blowback" refers to companies that have faced significant criticism, shareholder lawsuits, and negative impacts on brand reputation and financial performance after retreating from DEI commitments (e.g., Target). 

"Let it flourish" describes businesses that are maintaining or strengthening their inclusion commitments, tying them to company values and shareholder value, and in some cases, actively challenging the anti-DEI narrative.

How is DEI perceived by underrepresented communities compared to white respondents in the UK?

Underrepresented communities, particularly Black (81%), mixed-race (71%), and Asian (62%) respondents, show a significantly higher agreement that companies prioritising DEI are more likely to grow and succeed compared to white respondents (53%). This discrepancy highlights a challenge: some white individuals may feel excluded or struggle to understand the relevance of DEI, especially when it is perceived as primarily race-focused.

What is the connection between DEI, marketing, and brand relevance?

The report emphasises that being inclusive and diverse expands opportunities for relevance among audiences who might not currently consider a brand or business. A significant percentage of all respondents (23%), and even higher percentages among 16-24 year olds (32%) and Black communities (36%), believe that being inclusive and diverse leads to relevance. The report also notes that people change their buying behavior based on perceptions of whether a brand is inclusive, indicating that retreating from DEI can harm brand reputation and customer loyalty. Marketing teams are increasingly challenged to reflect the changing demographics of society to remain relevant.

What is the recommended path forward for DEI to "grow up" and be successful?

The report suggests that for DEI to "grow up," it needs to shift from performative measures to performance metrics and from optics to outcomes. This involves embedding inclusivity into the core of business strategy, product development, customer service, and marketing, rather than treating it as a separate HR function. 

The focus should be on unlocking growth, staying relevant to diverse audiences, building capability within teams and leaders, and delivering credibly. The report stresses the importance of taking a long-term view that aligns with demographic shifts and human ingenuity, resisting the urge to be swayed by short-term political noise and sensational headlines.

Download the full report