Does DEI need a rebrand in face of backlash, resistance?

He announced SHRM was rebranding its diversity, equity, and inclusion (DEI) efforts, dropping the “E” and naming it Inclusion & Diversity (I&D) going forward. The reason? DEI is facing a backlash and is being weaponized by its opponents, he said.

“We’re going to keep it simple,” he said. “Yes, we’re always going to focus on ‘D’ but we’re going to lead with inclusion, because we need a world where inclusion is front and centre.”

Taylor pointed out that inclusion needs to cover all people under its umbrella.

“If we think that the game we played over 30 years, which is to make some people feel badly about what they have done, or their ancestors have done or whatever, if you think that’s going to solve the problem? It didn’t work over 30 years,” he said. “We’ve got to adapt a new approach.”

Julie Cafley, the executive director of Catalyst Canada — an organization that drives inclusive workplaces — said she is seeing some DEI backlash on this side of the border as well.

“I think equity in this debate has become misunderstood,” she said. In her books, it is about working towards better outcomes for people, addressing their unique ways of working in the office, and understanding the barriers.

“That, really, is the foundation of DEI,’” said Cafley.

‘Calm and confidence’

Catalyst’s work is rooted in research, which she said gives the organization “calm and confidence” when it comes to DEI.

“This is not a trend for us. This is something that evolves constantly,” she said. “When I look at our board in Canada, which is made up of amazing CEOs, everybody knows it’s the right thing to do but I would say the language around the business imperative is becoming even stronger and more important.”

For example, diverse teams outperform non-diverse ones, have higher employee engagement, and better retention, she said.

“We also know that diverse teams are more creative and innovative,” said Cafley. “We actually know, from our research, that younger employees are actually attracted to organizations that advance DEI and have good values around DEI.”

You don’t need to dig deep to find data that shows there is still plenty of work to be done, she said, noting that women continue to be paid less than men — and the gap is even worse when it comes to racialized women.

“Plus, women will often not apply for the next level until they have 100 per cent of the criteria, whereas men might be more likely to apply if they have 60 per cent or 70 per cent,” she said.

“Equity, to me, is really about fairness. It’s addressing those systemic inequities that we understand really well and that have held people back.”

6 key actions

In July, Catalyst released global research designed to fight back against the DEI naysayers.

“This research shows that organizations cannot hide behind lacklustre actions to advance DEI,” said Cafley. The survey of 2,572 employees across eight countries, found employees were six times more likely to view their organizations as fair if they thought their company’s DEI policies were authentic.

Further, they were 74 per cent less likely to experience discrimination. It identified six key actions for employers and leaders to drive authentic DEI policies:

1. Communicate a fairness case for diversity.
2. Build accountability.
3. Act with integrity.
4. Ensure alignment with mission and values.
5. Create transparency.
6. Prevent a climate of silence.

Don’t take it for granted

DEI is “absolutely essential” to the values of Canada, “in terms of who we are and what we believe in,” she said.

“We can’t take that for granted and, for me, it’s having those uncomfortable discussions,” said Cafley.

While she is concerned about the current climate where DEI is facing serious pushback, whether in politics or the media, she’s optimistic.

“I think that DEI needs to look, pretty honestly, at itself as a sector but we also need to keep pushing boundaries,” she said. While a lot of the noise south of the border includes things, such as affirmative action, that don’t exist in Canada, there is a ripple effect.

“It definitely affects us, so we need to be on edge. We need to be working in a way that’s creating dialogue, creating humility, and not creating that fear,” said Cafley. “Everyone’s going to make a mistake at some time. What worries me most is when people won’t do anything because of fear within this discussion.”

A solid business case

Cafley is optimistic about the future of DEI, regardless of what it’s called or the polarizing views around it, because the business case behind it is so solid.

“It’s kind of like, ‘Are you stupid?’ Do you want to leave half of the population out of the discussions? At a time when we have a declining workforce and the economy needs to focus on productivity?” she said. “Call it whatever you want. Call it ‘Being kind at work so that you treat others with respect.’ As long as you’re doing the principles of it, that’s what really matters.”

Employers can’t control everything

Lindsay Rainbow, a senior strategist and trainer with Canadian Equality Consulting, said the country, along with its workforce, is continuing to rapidly diversify.

“That’s the result of many things, but most of those factors are not within the control of employers, so it’s going to happen,” she said. “Equity work is essential to the survival of companies.”

That’s because it enables them to respond to the diversity in their workforce and ensure there are supports and systems for everyone to be successful, said Rainbow.

“If a company ignores DEI, they’re going to fall behind,” she said. “I think that many organizations are aware of that, and that is why we see such appetite and energy around this work. Organizations want to continue to learn and want to continue to do better by their employees and by their customers. And DEI is a part of that.”

Like Cafley, Rainbow said the work that is being done matters more than how it’s branded.

“Ultimately, if the program is focused on advancing human rights and equity, it will continue to do that — regardless of what we call it,” she said.  

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