Deprioritizing DEI: A Silent Endorsement of White Supremacy & Patriarchy
As marketers, we know the power of representation. We know that diversity in advertising isn’t just a moral imperative—it’s a business imperative. Brands spend millions crafting campaigns that resonate with diverse audiences because they understand that representation matters. It’s not just about checking boxes; it’s about reflecting the world as it is and as it should be.
But representation is only one piece of the puzzle. Language matters too. The words we choose carry weight—they convey meaning, evoke emotion, and signal intent. That’s why it’s so alarming to see companies and employers quietly (or loudly) deprioritizing Diversity, Equity, and Inclusion (DEI) initiatives. Let’s be clear: if you’re not loudly for DEI, I can only assume you’re quietly for white supremacy and patriarchy.
The Business Case for DEI Is Clear
The data doesn’t lie. Companies that prioritize diversity and inclusion don’t just do the right thing—they outperform their peers. According to McKinsey’s Diversity Matters Even More report, companies in the top quartile for ethnic diversity are 39% more likely to financially outperform those in the bottom quartile. Similarly, companies with more than 30% women on their executive teams are significantly more likely to outperform those with fewer.
The penalties for low diversity are also intensifying. Companies in the bottom quartile for both gender and ethnic diversity are 66% less likely to outperform financially—a stark increase from 27% in 2020. This isn’t just a trend; it’s a wake-up call. Deprioritizing DEI isn’t just morally questionable—it’s bad for business.
Inclusive Advertising Drives Results
The impact of diversity extends beyond the boardroom. Inclusive advertising—content that authentically and positively portrays a full range of people—has been proven to boost sales, brand value, and customer loyalty. A groundbreaking study by the Unstereotype Alliance, convened by UN Women, analyzed 392 brands across 58 countries and found that inclusive ad campaigns deliver:
5% higher short-term sales and 16% higher long-term sales
62% higher likelihood of being a consumer’s first choice
15% higher customer loyalty
These numbers aren’t just impressive—they’re undeniable. Inclusive advertising isn’t just the right thing to do; it’s a strategic advantage.
The Cost of Silence
So why are some companies stepping back from DEI? Some claim it’s a response to political pressure or economic uncertainty. Others say it’s about “focusing on core business priorities.” But let’s call it what it is: a betrayal of progress.
When companies deprioritize DEI, they’re not just abandoning a set of initiatives—they’re abandoning the people those initiatives were designed to uplift. They’re sending a message that diversity, equity, and inclusion are expendable. And in doing so, they’re tacitly endorsing the systems of white supremacy and patriarchy that have long excluded marginalized voices.
Be Loud
As marketers, we have a responsibility to hold companies accountable. We must challenge those who deprioritize DEI and demand transparency. If a company isn’t loudly and visibly committed to diversity, equity, and inclusion, we need to ask why.
Here’s how you can take action:
Amplify the Data: Share the business case for DEI. Use the numbers to show that diversity isn’t just a moral issue—it’s a financial one.
Call Out Backsliding: If you see a company stepping back from DEI, call it out. Silence is complicity.
Support Inclusive Brands: Use your purchasing power to support companies that prioritize diversity and inclusion.
Lead by Example: If you’re in a position of influence, push for DEI initiatives within your own organization.
Final Thoughts
Deprioritizing DEI isn’t neutral. It’s a choice—one that prioritizes the status quo over progress, exclusion over inclusion, and silence over action. As marketers, we have the power to shape narratives and influence change. Let’s use that power to demand better.
Because if we’re not loudly for DEI, we’re quietly for white supremacy and patriarchy. And that’s a narrative no brand can afford.
