Over the past many months, we have all watched as the term DEI (for Diversity, Equity, and Inclusion) gets batted around by political figures, the media, and of course, social media.

Before I continue, let’s pause to acknowledge the obvious. These three words, “Diversity,” “Equity,” and “Inclusion” are self-explanatory:

• A commitment to diversity means welcoming stakeholders (especially team members and customers) from a broad range of backgrounds and identities.
• Equity means fairness in compensation, working conditions, and access to opportunities. 
• Maybe the easiest, most accurate way to think about inclusion is the refusal to exclude others because they are different from us.

Organizations who pursue DEI strategically are making a long-term investment to attract and retain greater talent, and more customers. It’s a business survival and profitability strategy. Yes, it is also noble. But at the end of the day, it’s simply good business sense.

As the debates rage on, I know I'm not alone in my astonishment – even confusion - as I watch the efforts to re-cast DEI as something "dangerous."  But in my experience, the smartest way to find a way out of confusion - and toward a restored sense of optimism - is to seek the guidance and counsel of those wiser, more experienced than me. When I found this recent article by Sharon Smith-Akinsanya, founder of the DEI Marketing firm, Rae Mackenzie Group, I found it reassuring, realistic, and importantly: actionable. I’ve summarized some major points I’m taking away from it. 

Know the role of a DEI Officer – and the difference between Social Justice and DEI Strategy

How many of us have thoroughly thought through that difference? I think we all agree that responsible leadership demands that we operate from a clear, values-based foundation, which for many of us, includes a commitment to Social Justice. But Smith-Akinsanya suggests that, when we muddle the concepts of Social Justice and DEI strategy, we risk diminishing both.  

DEI Marketing, she says, defines how to develop and communicate messaging that allows “a diverse audience to connect with your brand.” In other words, when we get that right, we attract and retain both great talent and future customers – without alienating our current customer base. Social Justice, on the other hand, is a different focus. While for many of us, it is a fundamental, moral compass, her distinction here is helpful: “Social Justice doesn’t have room for people’s feelings. It’s about getting results, and not being afraid to ruffle some feathers.”

Understanding the difference between the two is what allows us to develop and support an effective DEI team and strategy. Defining and communicating that difference to all stakeholders is now an urgent priority. And it boils down to this, she says: the Diversity team is not in charge of promoting social justice agendas. They’re in charge of making sure the company “remains relevant 10, 20, 30 years from now” to an increasingly diverse customer base.

Bring in real, credible DEI expertise to help your team

By now, many large corporations have established substantial DEI teams. Many, smaller companies may be trying, but aren’t there yet. Today’s environment of inflamed, anti-DEI rhetoric has become a minefield for us all. But Smith-Akinsanya says that the way to steer clear of the landmines is to seek insight and help from experts who will share their honest perspectives and advice. “This is not the time to surround yourself with yes people,” she says. “You need people who will tell you what you need to hear, not what you want to hear.”

This piece of advice creates a new sense of urgency and reminds me that DEI is far too important to be treated like a DIY project. This is a time for listening, learning, researching, soul-searching, and reaching out for help. The messaging we deliver now must be deliberate, authentic, and resonant to our audiences.  

Protect your DEI strategy with a continuity plan

A solid DEI strategy, when well-articulated, fully embraced by your team, and backed up with a strong continuity plan, can guide you during difficult times.

Smith-Akinsanya points out that, when a truly DEI-focused organization is confronted with sudden media or consumer targeting, one of the biggest, most brand-damaging mistakes they can make is to back down. Yet that seems to be what we’re seeing. We’ve all seen organizations fall victim to their own knee-jerk, defensive reactions to “bad press” or unforeseen disasters before. Sometimes this downward spiral begins with a brief period of radio silence as if the organization is caught off guard and can’t think of what to do or say. These mistakes are usually the result of organizational failure on two levels: a failure of commitment to mission, and a failure of contingency planning.

If you’re serious about your DEI strategy, now is the time to create a continuity plan for it. Study the missteps and smart tactics of others. Then brainstorm the potential scenarios and draft your step-by-step responses to them. Document them. Be ready to deploy them. If you back down in the face of backlash, you become little more than an “ally of convenience,” no longer trusted – or patronized – by the very audiences you worked so hard to attract.

If you are planning to grow your DEI team, please don’t hesitate to reach out to us at SkyWater Search Partners. We would love to learn about your goals and work with you to achieve them.