DEI is officially under attack. ​Initiatives are facing significant challenges across the board, with WPP (arguably the biggest name in adland) recently removing references to DEI from its executive pay documents. In the United States, approximately 11% of companies with DEI programs in 2024 indicated they were likely to eliminate these initiatives by the end of 2025, citing political climate changes and economic pressures as primary factors. ​

But the backlash we’re seeing from some of the world’s biggest companies isn’t a smart pivot or necessary reset. It’s BS. The kind that threatens hard-won progress, undermines brand credibility, and reveals just how shallow some corporate commitments really were.

In this article, three creative industry leaders call it like it is. They expose why the retreat from Diversity, Equity, and Inclusion is not only morally bankrupt but also a strategic blunder. From eroding consumer trust to ignoring the clear business case, their perspectives offer a no-nonsense breakdown of why rolling back DEI initiatives is bad for people and profit, despite what a certain overly tanned world leader might believe.

Eva Munday, Brand Language Director at The Clearing

Global giants like Amazon, Meta, Microsoft, and Google aren’t just doing the wrong thing by rolling back their DEI programmes - they’re violating consumer trust. Repealing those policies goes against their own strategic positioning and betrays the very public promises they’ve made. 

People connect emotionally with brands that reflect their values and when those brands fail to uphold the values they’re built on, you get a dissonance that erodes consumer trust. The risk of brand abandonment is significant, especially outside the US, where expectations for corporate social responsibility are even higher. 

Becky McOwen-Banks, Founder, Plain:ai and ECD, House of Greenland

Diversity, Equity, and Inclusion (DEI) – three words that have sparked countless debates in boardrooms and beyond. Yet, despite the clear benefits, there’s still resistance. Let’s cut through the noise and get to the heart of why pushing back against DEI is, frankly, utter nonsense.

Diverse Teams = Better Results: I’ve always championed the idea that a mix of perspectives leads to richer creativity. And guess what? The numbers back it up. Companies that prioritize gender diversity are 25% more likely to see above-average profitability. When ethnic diversity is added to the mix, that figure jumps to 36%. It’s simple math: diverse teams bring varied viewpoints, leading to innovative solutions and better business outcomes.

Engagement and Retention: The DEI Effect: Creating an inclusive environment isn’t just a feel-good endeavour; it’s a smart business move. Employees who feel valued and included are more engaged, and engaged employees are the backbone of any thriving company. On the flip side, neglecting DEI can lead to higher turnover rates, which is a headache (and expense) no one wants.

Debunking the Meritocracy Myth: Some naysayers argue that DEI initiatives compromise meritocracy. To that, I say: rubbish. DEI isn’t about ticking boxes or lowering standards; it’s about levelling the playing field. It’s about recognizing that talent exists across all demographics and ensuring everyone has an equal shot at success. By dismantling systemic barriers, we’re not just doing the right thing – we’re enriching our industries with a wealth of untapped potential.

The Ethical Imperative: Beyond the spreadsheets and profit margins lies a simple truth: fostering DEI is the right thing to do. We have a moral obligation to create spaces where everyone, regardless of their background, feels they belong and can thrive. It’s about building a world that’s fair, just, and reflective of the diverse tapestry of humanity.

Alice Regester, CEO and Co-Founder at 33Seconds

Reports over the years have also shown that solid diversity, equity and inclusion policies can impact positively on a business’s reputation, customer and employee perception, and ultimately, its bottom line. 

Therefore, companies and brands that attempt to do a u-turn on these initiatives risk appearing inauthentic in the short term, while further harming the health of the business in the long term. 

Meta, McDonald’s and Walmart are just a few examples of large US corporations who have already scaled back on DE&I programmes. And in the UK, the FCA and Bank of England are some of the latest organisations to join the retreat from efforts to support underrepresented groups. 

But equally, there are many CEOs and company founders who won’t be keen to scrap, ‘strategically rebrand’ or relegate information about projects that have taken years to build, and are doing a lot of good, to the less prominent pages of a company’s website. 

PR, comms, creative and marketing professionals have a critical role to play in helping these businesses fly the flag for important initiatives, taking the lead from organisations such as IKEA or Co-op, who recently warned that a rollback on policies such as these could risk undoing ‘decades of progress’. 

The silver lining is that the current political hostility against progressive frameworks gives businesses an opportunity to stand up and be counted for what they believe in, craft compelling, hopeful narratives and stay on the right side of history.

Final Thoughts

The pushback against DEI is as dangerous as it is disapppointing. It signals to underrepresented communities that their inclusion was conditional. It tells employees that equity is expendable. And it suggests that some brands were only ever invested in DEI when it was trendy or good for PR.

But there’s hope. As Eva, Becky, and Alice show, the business case for DEI is as solid as ever. It drives performance, loyalty, innovation, and long-term brand trust. The current wave of retreat is an opportunity—for the bold, the values-driven, and the genuinely committed—to double down, speak up, and lead the way forward.

Because when the noise clears, the truth stands: DEI isn’t the problem. Pretending it doesn’t matter is.