The DEI Backlash: Staying the Course

The backlash against diversity, equity, and inclusion (DEI) initiatives has gained momentum in recent months, fueled by political and cultural divisiveness. Some critics have linked DEI policies to high-profile incidents, such as the mid-air collision between an American Airlines passenger plane and a military helicopter near Washington, D.C., Jan. 29. However, there is no credible evidence suggesting that DEI efforts had any impact on this or other aviation accidents.

The claim that DEI policies played a role in the tragedy appears to be part of a broader narrative used by critics to oppose diversity and inclusion efforts. In aviation or any other industries, DEI initiatives are designed to ensure fair treatment, promote diverse teams, and create inclusive environments for all individuals. Far from compromising safety or professional competence, DEI efforts aim to improve organizational culture and business outcomes while addressing existing barriers to opportunity.

Some employers are choosing to stay committed to DEI, recognizing its long-term value for business success. For example, Costco has publicly affirmed that its focus on inclusivity aligns with both research-backed business outcomes and its core values of fairness. While the negativity around DEI has been loud — and may have led some companies to scale back their efforts — it is essential to understand what DEI strives to achieve and why it remains critical for both societal and organizational progress.

DEI goals and outcomes

DEI is not about replacing qualified individuals with unqualified ones. Rather, it ensures that all qualified candidates have an equal opportunity to succeed. For many, DEI reflects fundamental human values —ensuring that everyone has access to the resources, support, and fair treatment necessary to thrive. By prioritizing diversity and equity, organizations can ensure representation across various demographic groups and promote broader access to opportunities. Inclusion broadens these efforts by fostering a culture of belonging and respect, empowering employees to reach their full potential.

Research consistently shows that DEI efforts lead to better business outcomes. A McKinsey report revealed that companies in the top quartile for racial and ethnic diversity are 35% more likely to experience financial returns above their industry medians. Furthermore, diverse teams have been shown to excel in problem-solving and innovation, making them more competitive in the marketplace.

The future workforce also places a high value on DEI. A Deloitte survey found that 86% of millennials and 78% of Gen Z employees consider a company’s commitment to diversity and inclusion when evaluating potential employers. This shift in priorities underscores that DEI is not just a moral imperative but a key driver of organizational success in today’s world.

Moving DEI forward

Whether companies have scaled back their DEI initiatives or reinforced their commitment, individuals at all levels have a role to play in ensuring that DEI principles endure and continue to create inclusive workplaces. Small actions and personal responsibility can create meaningful change.

Here are some ways individuals can contribute:

• Advocate for Education: DEI efforts are often misunderstood or politicized. Providing or requesting educational resources, training, and open dialogue can help shift perspectives. Knowledge often bridges gaps in understanding and can build broader support for DEI initiatives.
• Voice Your Values: Everyone deserves to work in an environment where respect and belonging are prioritized. Communicating your support for DEI, suggesting measurable metrics, and advocating for regular check-ins on DEI practices can help ensure that these principles remain a priority within organizations.
• Model Intentional Practices: Integrating DEI into daily practices helps create a workplace that works for everyone. Whether through inclusive hiring practices, onboarding policies, or pay equity reviews, embedding DEI into an organization’s operations can set the tone for the entire workforce. 
• Encourage Interpersonal Interaction: Participating in or supporting mentorship programs, Employee Resource Groups (ERGs), and networking opportunities allows individuals to engage with colleagues from various backgrounds. Interactions like these can create more understanding, empathy and awareness for a coworker’s experience.  
• Grow Your Community: Connecting with external organizations committed to DEI can be educational, influential and inspiring. Sharing best practices and learning from other organizations can provide valuable insights and help navigate challenges. Furthermore, when one organization succeeds in its DEI efforts, others are likely to take note and emulate their practices.

Achieving true inclusion in the workplace is a long-term endeavor that requires ongoing effort. Regardless of their role, individuals can, even during the current backlash, contribute to keeping momentum alive. By staying committed to DEI principles, organizations can cultivate a culture of excellence, inclusion, and success that benefits everyone.

Tara Buchan and Dani Carbary founded Seattle’s TADA Partners and lead Collabor8 Employer Collective, a cohort of employer organizations of varying industries and sizes focused on infusing diversity, equity, inclusion, and belonging into all eight stages of an employee’s life cycle.