The DEI Bubble: Overcoming Performative Initiatives for Authentic Change
The DEI bubble refers to the trend of companies engaging in performative DEI initiatives that have little actual impact on marginalized groups, and some argue that pandemic-era efforts towards social justice inflated this bubble, which is now on the verge of bursting as companies decrease budgets in this area and people move on with their lives. However, this drop in focus on DEI will likely only affect performative companies who have used DEI as a tool to enhance their public image, rather than making genuine efforts to create a more inclusive workplace. These companies were never truly committed to DEI, and their exit from the bubble may ultimately benefit those who remain committed to creating meaningful change.
Performative DEI is Costly
Performative activism has been an effective strategy for companies to attract customers and enhance their public image. However, this strategy is highly unstable as trends in DEI are ever-evolving, forcing companies to constantly update their initiatives to stay relevant. This can be a costly and time-consuming endeavor, ultimately detracting from a company's ability to create meaningful change. In contrast, companies that prioritize authentic DEI efforts are more likely to succeed in the long run. Authenticity requires a genuine commitment to change and an understanding that issues of discrimination and bias exist within the company. It means taking concrete steps to address these issues, rather than simply engaging in surface-level initiatives aimed at enhancing the company's public image.
Performative companies are more likely to equivocate over their stance in support of marginalized groups in the face of backlash, however, those that are committed to DEI are unwavering an may double down in the face of boycotts and other efforts to hurt their brand, riding out the storm in favor of progressive change. In fact, companies who are genuine in their efforts and stay the course are not significantly damaged by such efforts. The “anti-woke” mob eventually moves on to the next thing.
Authentic DEI Efforts Bring Results
Dedicated companies know the long-term value of prioritizing DEI in the workplace and taking a stance in the public space. Companies that prioritize authentic DEI efforts are more likely to attract and retain top talent. Employees want to work for companies that value diversity and inclusion, and that are committed to creating a more equitable workplace. Such companies are also more likely to attract customers who feel seen and included. Ultimately, companies that prioritize performative measures risk losing talented employees who see through the inauthenticity of these initiatives, and customers who value genuine efforts to create a more inclusive workplace and include them in their product strategies.
How to Take an Authentic Approach to DEI
If your company is considering pulling back on DEI efforts or rethinking a move towards diversity, equity, and inclusion, it's time to consider your motivations and determine whether you're part of the DEI bubble or the backbone of progress. Here are a few tips for taking an authentic approach to DEI:
Start with a genuine commitment to change
Before taking any public display of action, it's important for businesses to do some introspection and ensure that they are genuinely committed to creating a more inclusive workplace. This means acknowledging that issues of discrimination and bias exist within the company, and being willing to take concrete steps to address them. Your marketing campaigns should reflect an authentic effort to make changes and commit to them from within.
2. Prioritize systemic change
While individual-level DEI training and marketing initiatives can be helpful, they are not a substitute for addressing systemic issues within a company. This may require a comprehensive review of hiring and promotion practices, the creation of more diverse leadership teams, and the elimination of pay gaps and other forms of discrimination. Companies that rely on surface-level commitments are more likely to abandon them over time, and customers within the demographic a company attempts to reach via its marketing strategies won't be sustained on performative gestures without genuine efforts to back them up.
3. Hold leadership accountable
To create a more inclusive workplace, it's crucial for leaders to prioritize DEI efforts and integrate them into their goal-setting and profit initiatives. Companies should hold their leaders accountable for DEI progress, whether that means tying their compensation to specific diversity metrics or creating a DEI task force that includes leadership representation. The task force can provide regular progress reports and ensure that leaders are actively working towards meeting diversity goals. By taking such measures, companies can ensure that DEI efforts are prioritized at all levels of the organization and that leaders are held accountable for creating a more inclusive workplace.
4. Be transparent and authentic in messaging
To effectively communicate about their DEI initiatives, companies should prioritize transparency and authenticity. This involves avoiding tokenism and stereotypes and being honest about the challenges the company faces in creating a more inclusive workplace. Companies should also communicate their progress and setbacks in a clear and honest manner, while being open to criticism and quick to react. Moreover, companies should adopt a proactive and anticipatory approach in their efforts, anticipating potential issues and proactively addressing them.
5. Engage in ongoing education and learning
To stay ahead of the curve in the always changing field of DEI, companies that prioritize authentic DEI efforts must invest in ongoing education and learning. This may include attending DEI conferences or workshops to stay up to date on the latest information and best practices, as well as partnering with external organizations that specialize in DEI to gain valuable insights and guidance. In addition, companies should consider creating internal training programs that provide employees with ongoing education and learning opportunities on DEI topics. By adopting a continuous learning mindset, companies can enhance their DEI efforts and create a more inclusive workplace. Indeed, DEI learning and development is never done in an ever-evolving landscape, so companies must remain committed to ongoing education and learning to achieve lasting and meaningful change.
In summary, performative DEI initiatives have little impact on marginalized groups and are unsustainable. Companies that prioritize authentic DEI efforts are more likely to succeed in the long run, attracting top talent and customers who value genuine efforts to create a more inclusive workplace. To achieve lasting change, companies must commit to systemic change, hold their leaders accountable, prioritize transparency and authenticity in messaging, and engage in ongoing education and learning.