Reframing, Rebranding, but not Retreating DEI
Jan 01, 2025
By Angelique Grant, Ph.D., Senior Consultant + Principal, The Inclusion Firm
DEI Isn’t Disappearing—It’s Evolving
If you’ve been following the headlines, you might think diversity, equity, and inclusion (DEI) initiatives are on their way out. Anti-DEI activists have painted a picture of a country abandoning these values in workplaces and beyond. But look closer, and you will see a very different story unfolding.
The reality is that DEI isn’t being sidelined—it’s being reimagined. Many successful organizations remain deeply committed to fostering diverse, equitable, and inclusive environments. Whether it’s Costco’s recent decision to double down on DEI as a business case, or those who are silently moving full steam ahead. Instead of retreating from these goals, they are refining their approaches and communicating their efforts in new ways.
This shift isn’t about abandoning principles but about adapting to a changing demographic and social landscape. Organizations are finding ways to align their DEI initiatives with their broader mission and values, ensuring they remain impactful and resonate across all diverse audiences.
So, don’t be fooled by the noise. DEI isn’t going anywhere. It’s simply evolving to meet the moment—becoming more resilient and strategic than ever through integration, a goal we’ve been striving toward for decades.
Since its inception, The Inclusion Firm (TIF) has guided, coached and develop inclusive nonprofit and philanthropic strategies for hundreds of clients and thousands of individuals across north America. Half of our consulting practice focuses on organizational development strategies and the other half inclusive philanthropy and campaigns. Since the election, many have asked us, so now what?
Here’s what we’ve been seeing and experiencing.
Reframing DEI By Operationalizing It
The terminology may be shifting, but the essence of DEI is alive and well in forward-thinking organizations. We help clients, for example, weave inclusive strategies into their systems, processes, operations, campaign strategies, and policies – staying true to missions and values, ensuring it’s more than just a box to check.
Future-focused leaders recognize a simple truth: engaged employees are a game-changing competitive advantage. And that advantage grows exponentially when people feel a sense of belonging and increased levels of psychological safety in the workplace—a culture where they can bring their authentic selves to work without fear of judgment or exclusion.
Despite what recent headlines may suggest, organizations aren’t abandoning DEI— they are retooling it and evolving it to meet today’s challenges. Smart organizations understand that DEI isn’t a trend; it’s a foundational organizational strategy. They’re moving beyond surface-level initiatives to embed inclusion into every aspect of their being, from talent acquisition to leadership development – and deeper into the externally facing roles nonprofits have in our local and global communities.
The future of work demands agility, inclusivity, and innovation. By integrating DEI into the core, organizations are positioning themselves to thrive in an increasingly complex and diverse world - and diverse in every sense, beyond just race and gender identity. According to a report in Harvard Business Review, investing in DEI not only drives innovation but also enhances an organization's ability to adapt to change.
Over the years, we’ve observed a clear trend in the DEI space: while many organizations recognize the need for change, operationalizing it often becomes the sticking point. That’s where our work comes in.
For us, operationalizing DEI means embedding inclusive principles and equity-focused learnings into every aspect of an organization’s operations. This involves developing actionable strategies, modernizing engagement and philanthropic practices, creating practical toolkits, and providing ongoing training. It’s about applying an equitable lens to decision-making and policies, modeling behavior change, and aligning values across the board.
One common hurdle for organizations struggling with DEI is treating it as an “add-on” activity or a stand-alone agenda item. When DEI is siloed instead of integrated into the core of organizational processes and fundraising campaigns, it fails to achieve meaningful, measurable outcomes.
At TIF, we’ve built an extraordinary reputation for integrating DEI at the macro and micro levels, particularly in the nonprofit and philanthropic sectors. By taking a holistic approach, we’ve helped organizations see tangible, bottom-line results.
DEI can’t be a side project. It must be embedded in how your organization operates, engages, and grows to truly make an impact.
DEI is a priority! It’s just being called something different.
DEI has never been about blame or guilt. It’s not about making anyone feel “bad” for their race, gender, age, or privilege. If it’s been misused as a platform for finger-pointing or blame and shame, then those efforts have missed the mark entirely—and sadly, DEI’s reputation has taken a hit because of it.
Since 2020, we at TIF have witnessed organizations achieve remarkable success by embedding inclusivity into talent management strategies, leadership development, organizational culture transformation, and externally focused nonprofit practices. These initiatives have elevated workforces, improved performance, and empowered leaders—all while increasing productivity. In essence, they’ve embraced the very principles of DEI, even if they didn’t label it that way.
In June 2023, DEI came under increased scrutiny following the Supreme Court’s affirmative action decision. Critics began questioning the value of DEI programs, some even calling for their abolishment.
In response, renaming DEI is fine, but only if it preserves its core mission. It’s not about hiding the work or stripping it of action—it’s about building cultures of inclusion and belonging. It’s not about distancing from the word “diversity” but rather ensuring that the work retains its integrity and meaning. The name matters less than the commitment to fostering a space where everyone thrives. The reality is clear: talent management, change management, and organizational development strategies work—because DEI works.
Lean In on Your Values
It’s no secret that some leaders worry about the potential risks of DEI—be it litigation, reputational concerns, or financial impacts. But here’s the key phrase: “potential risk”. These fears often overshadow the immense opportunities DEI offers when grounded in your mission, vision, and values (MVV).
Instead of fixating on the acronyms “D,” “E,” and “I,” focus on the work itself—aligning actions with the values your organization claims to care about. When DEI is genuinely embedded in your MVV, standing firm in your commitment isn’t a hard conversation to have. It’s a natural extension of who you are and what you stand for.
Think long-term: How do we create a landscape where future generations aren’t burdened by the inequities of the past? This challenge goes beyond political cycles or fleeting trends. It’s about building sustainable, values-driven strategies that reflect your organization’s core purpose.
Yes, legal counsel and practical constraints play a role, but they shouldn’t paralyze you. Instead, ask yourself: Are you living out your values or merely talking about them? How can you pivot from what you “think” you’re doing to what truly makes an impact?
Lean in on your values. Serve your local and global community. This is your opportunity to lead with purpose and leave a legacy of integrity and inclusion. The question isn’t whether you can afford to embrace DEI—it’s whether you can afford not to.
Proactive versus Reactive: Turning Intentions into Actions
As opposition to DEI grows increasingly vocal, a steadfast group of organizations and leaders remain committed to the undeniable benefits diversity brings to organizations. The takeaway? Inclusive cultures aren’t just about checking boxes—they’re about thoughtful alignment, measurable impact, and bringing everyone along on the journey. When approached with care and strategy, DEI efforts can thrive even in the most challenging environments.
The politics surrounding DEI should not overshadow its accomplishments or its transformative potential. If diversity, equity, and inclusion are rooted in your mission and values, stay true to them and amplify the principles that define your organization.
Whether you choose to defend, reframe, rebrand, or reimagine DEI, remember its core purpose: creating an environment where everyone feels valued, heard, and included. This means addressing systemic inequities while engaging those who have historically benefited from privilege. Inclusion doesn’t mean exclusion—it means building bridges so everyone, regardless of their background, can thrive together.
True DEI work celebrates our shared humanity and focuses on collaboration, not division. It’s about progress, not guilt. And when done right, it benefits everyone by fostering stronger, more cohesive communities and organizations.
Let’s remember: DEI isn’t about casting blame—it’s about embracing all possibilities. Together!