In recent months, U.S. companies have weathered a storm of criticism that has challenged diversity and inclusion initiatives. Conservative activists have waged campaigns on social media against leading companies, targeting their “woke” corporate agendas and arguing the workplace should be politically neutral.
The pressure from some of these attacks has contributed to decisions by leading companies to abandon or scale back their DEI programs, policies and commitments. But where do stakeholders stand on the issue? What should companies consider when assessing their current stance on DEI or determining a response strategy in the event of a direct attack? To better understand public sentiment, FGS Global’s Research and Insights team canvassed our insight community of news-attentive Americans for their perspectives on the issue.
A Nation Divided on DEI
Coverage of how major brands have scaled back their DEI commitments has broken through. Two-thirds of participants (64%) say they have heard some or a lot about the changes.
Reactions are starkly divided along party lines. 80% of Republicans support scaling back DEI efforts, viewing it as a brave move, while 59% of Democrats oppose the changes.
Republicans argue DEI programs are divisive and harmful to profitability. In contrast, Democrats believe diverse workplaces enhance company success and fairness.
Both Republicans and Democrats believe that major corporations are too "malleable" in their stances and policies. Americans want companies to stand by their principles, clearly state their values – and stick to them.
The Path Forward
The appropriate response to an anti-DEI campaign will differ from company to company, depending on the line of attack, the history of its position on DEI, its reputational resilience and its resistance to criticism. That said, some guiding principles include:
Understand the full spectrum of stakeholder expectations - not just what one noisy faction or activist is saying. Broad public opinion often rejects the loud complaints of an activist if it doesn’t reflect a significant portion of customers and will judge the company harshly if it appeases that activist.
Avoid giving the attacker’s message oxygen - Ignoring such an attack is not only acceptable in many cases, but it may actually be the most effective response when the purpose of the attack is to garner attention and the call to action contradicts company values.
Connect DEI to the business - If a response becomes necessary, link the rationale for DEI efforts to business outcomes. Many companies can demonstrate that DEI helps them attract and retain a best-in-class workforce, sharpens their competitive edge and fosters innovation. This can help to overcome uncorroborated assumptions people have about DEI’s business impacts, both positive and negative.
Stick to your values - In today’s polarized society, the best defense is to be confidently authentic to what the company believes. Veering too quickly in response to pressure from any one side of an issue is almost guaranteed to provoke an even greater outcry from the other direction.
