When diversity becomes divisive: how to communicate DE&I in 2025

In the wake of a cultural and political backlash against DE&I, should companies speak up or step back, asks Karen Lester.

The way we are communicating about diversity, equity and inclusion (DE&I) is changing. After years of DE&I being front and centre, the tide has shifted. Public discourse has become more polarised, and DE&I is no longer viewed universally as a neutral or positive goal. Particularly in the US, (supported by three executive orders), but with ripple effects globally, there’s a growing sense of scepticism that frames DE&I as woke or tokenistic, often fuelled by political narratives. 

The backlash is creating pressure for companies to step more cautiously, or in some cases, to back away altogether. So when diversity becomes divisive, how should companies react? How can communications teams respond in a way that navigates the new reality but still reflects company values and maintains trust? 

The era of broad statements is over 

In 2020 and 2021, many companies published sweeping DE&I pledges. Five years on, people are asking: what’s changed? The new ask is for clarity, action and measurable results. Generic statements are being replaced by updates on measurable progress, real assessments of challenges and more integrated messaging, tying DE&I into business outcomes and talent strategy. Rather than framing DE&I as a standalone initiative, companies should remind audiences how it connects to their long-term vision, ethics, and strategy. Are they committed to building high-performing teams? Driving innovation through diverse perspectives? When DE&I is positioned as a smart, value-led business choice and not a political one, it can feel less vulnerable to swings in public opinion.

Be honest about what’s changed – and what hasn’t 

If your company is shifting its approach, don’t try to disguise it. Stakeholders aren’t stupid, and a sanitised or vague message does less than inspire confidence. Instead, communicate transparently, acknowledging that the environment has changed. Be clear about what the company is doing differently, and why. Emphasise the principles and commitments that remain the same. Don’t apologise for values you still hold but do show empathy and an awareness of the broader debate.

Resist the urge to make DE&I invisible 

Some brands have responded to the backlash by quietly removing DE&I messaging from their websites, socials and annual reports. But silence sends its own signal. In some cases, it can damage credibility more than any statement could. Instead of retreating, consider reframing. DE&I language can evolve without disappearing. Focus on tangible actions, measurable impact, and inclusive leadership rather than buzzwords or slogans. This is as important, if not more so for your internal audiences. Employees too want to know where the company stands – and why. Equip leaders and managers with clear messaging they can use in conversations, with space to discuss concerns, reinforcing that inclusive behaviour is still expected and valued. 

The backlash against DE&I has thrown corporate communicators into complex, often uncomfortable ground. What once felt like a straightforward expression of values is now a reputational tightrope, fraught with political tension, audience scepticism, and evolving expectations. In the face of such backlash, should companies step back or speak out? The answer is neither. While some brands might be wise to play it safe, especially if their previous messaging was vague, for others, this moment also presents an opportunity. It's a chance to move beyond surface-level messaging and into something more purposeful, transparent, and embedded into the fabric of the organisation. So the real challenge is to speak differently – with honesty, relevance and respect for the complexity of the moment.