Was Inclusion Ever More Than Branding?

Jan de Vries · 2026-05-29

Corporations across the United States are quietly stepping back from their Diversity, Equity, and Inclusion (DEI) commitments. It’s a shift that’s raising some uncomfortable questions. Were these promises ever real? Or was inclusion just another marketing tool? For years, companies proudly announced DEI initiatives. They hired chief diversity officers, launched training programs, and set public goals. But now, as economic pressures mount and political winds shift, many are retreating. This isn’t just a trend—it’s a test of accountability. ### The Promise vs. The Reality When a corporation says it values inclusion, what does that actually mean? For women workers, especially women of color, it often meant hope. It meant believing that the workplace might finally become fair. But when those same companies cut DEI budgets or dismantle programs, the message becomes clear: inclusion was conditional. Here’s the hard truth: real commitment doesn’t vanish with the first downturn. If a company’s values only hold when times are good, they weren’t values at all. They were branding. ### Why Companies Are Backing Away The reasons for the retreat vary, but a few patterns stand out: - Political pressure: Some states have passed laws restricting DEI programs. - Budget cuts: In tough economic times, DEI is often the first thing slashed. - Lack of measurable ROI: Companies struggle to quantify the benefits of inclusion. But here’s the thing: the absence of easy metrics doesn’t mean there’s no value. Inclusion impacts retention, innovation, and company culture. It’s just harder to put a dollar sign on it. ### Trust Is the Real Casualty When companies abandon DEI commitments, they’re not just cutting programs. They’re breaking trust. Women workers who were promised a more equitable environment are left feeling betrayed. And trust, once broken, is incredibly hard to rebuild. Consider this: a company that spends millions on an ad campaign about diversity but then slashes its DEI team is sending a clear signal. That signal says, “We care about appearing inclusive, not about being inclusive.” ### What Genuine Inclusion Looks Like Real inclusion isn’t a campaign. It’s not a slogan on a website. It’s the day-to-day reality of how people are treated. It shows up in: - Pay equity: Equal pay for equal work, regardless of gender or race. - Representation: Women in leadership roles, not just entry-level positions. - Accountability: Holding managers responsible for inclusive behavior. These aren’t optional extras. They’re the foundation of a workplace where everyone can thrive. ### The Bottom Line The retreat from DEI commitments is a wake-up call. It forces us to ask whether inclusion was ever more than branding. For women workers, the answer may be disappointing. But it also creates an opportunity. Companies that stay the course, that genuinely invest in inclusion, will stand out. They’ll earn loyalty and trust that no marketing campaign can buy. In the end, branding can promise a lot. But only action delivers.