Is Inclusion More Than Just a Branding Exercise?

Jan de Vries · 2026-05-29

Corporations across the United States are quietly stepping back from their diversity, equity, and inclusion commitments. It's a shift that's hard to miss, and it raises some uncomfortable questions. Were those promises ever real? Or was it all just a clever marketing move? When you look at the numbers, the retreat is undeniable. In 2023, over 70% of Fortune 500 companies had dedicated DEI roles. By early 2025, that number has dropped to less than 40%. The trend is clear: when the pressure eases, the commitment fades. ### What Happened to the Promises? Remember the statements that flooded corporate websites in 2020? They sounded so sincere. "We stand with our employees." "Diversity is our strength." Those words felt like a turning point. But for many women workers, especially women of color, the follow-through never matched the rhetoric. - **Accountability gaps**: Few companies tied executive bonuses to DEI metrics. - **Budget cuts**: Diversity programs were often the first to face reductions during economic uncertainty. - **Silent rollbacks**: Many firms simply removed DEI language from their public-facing materials without any announcement. It's a pattern that feels all too familiar. Companies make big promises during moments of public attention, then quietly drop them when the spotlight moves elsewhere. ### The Real Cost of Empty Promises Trust is fragile. When corporations abandon DEI commitments, they're not just cutting programs. They're breaking a promise to their workforce. Women workers, who were told they'd finally have a seat at the table, are left wondering if that table was ever meant for them. > "The moment inclusion becomes inconvenient, it's treated as optional. That tells you everything about whether it was ever a priority." This isn't just about ethics. It's about business. Companies that fail to follow through on inclusion commitments face real consequences: - **Talent drain**: Skilled workers leave for competitors who walk the talk. - **Reputation damage**: Customers notice when values are just slogans. - **Legal risks**: Broken promises can lead to discrimination claims and regulatory scrutiny. ### What Should Companies Do Differently? The answer isn't complicated, but it requires genuine effort. First, tie DEI goals to measurable outcomes and executive compensation. Second, be transparent about progress and setbacks. Third, listen to employees, especially those from marginalized groups, and act on their feedback. Inclusion isn't a campaign. It's a culture. And culture doesn't change because of a press release. It changes because of consistent, daily actions that align with stated values. ### The Bottom Line The retreat from DEI is a wake-up call. It shows that many corporations treated inclusion as a branding exercise rather than a fundamental commitment. But the story doesn't have to end there. Companies that choose to stay the course, that invest in real change, will earn something far more valuable than good PR: they'll earn trust. And trust, unlike a marketing campaign, actually lasts.