Moving Forward with DEI
February 4, 2025
As outlined in Project 2025, the new administration has issued an Executive Order called "Ending Radical And Wasteful Government DEI Programs And Preferencing." The EO requires "the termination of all discriminatory programs, including illegal DEI and "diversity, equity, inclusion, and accessibility" (DEIA) mandates, policies, programs, preferences, and activities in the Federal Government, under whatever name they appear."
This and other actions taken last week turn back 60 years of Federal DEI practices implemented after the Civil Rights Act of 1965 to ensure equality and counter generations of racial bias.
While jarring to watch unfold, it is imperative to note that the executive orders in no way mean that companies should cease practices intended to diversify their workforce and to promote inclusion, belonging and equity. DEI initiatives remain legal as long as they comply with anti-discrimination laws, a requirement that has always applied.
Despite having had a roller coaster of emotions, I have never felt more courageous, determined, audacious, fired up, and ready to meet the moment.
While the administration's indefensible attacks might feel like a setback, we witnessed true leadership from companies doubling down on their efforts with a real understanding that inclusion is good for business. As Chuck Robbins, CEO of Cisco, so aptly put it, they would have us believe that "this is a single issue discussion, and you either believe it or you don't. And in reality, it's made up of 150 different things."
The reality is that DEI is not a box to check—it is a strategic, multidimensional framework that drives innovation, strengthens workplace culture, and enhances marketplace competitiveness. DEI practitioners and those who understand the transformational power of DEI recognize that it is an interconnected system of policies, practices, and behaviors that, when fully embedded, create sustained impact across every facet of an organization. Companies that lead with this understanding are future-proofing their businesses.
During this moment, it is important to remind your business leaders:
- Your primary responsibility is to your employees and shareholders. Many in your organizations are genuinely scared about the new orders being issued, some with their identities threatened to be entirely erased. This is exactly where your DEI leaders can provide you and your team support.
- Reacting to the politics of the moment is not a long-term business strategy. Don't get caught up in the hype. Pause, assess, and be pragmatic - this is a complicated time.
- Dig into your own business and figure out how DEI can support your growth markets. Once you understand the opportunity, then work to mitigate risk, not the other way around.
- Every practice evolves. Despite the collision course with politics, since BRIDGE launched, we have been working with companies to evolve DEI from a philosophy to embedding inclusion as a practice for business growth. Collaborate with your DEI and marketing teams to evolve your DEI practice with well-thought out adjustments aligned to your business growth strategy.
- You are here to serve your consumers, communities, and talent - not politicians. As Kory Marchisotto, CMO, E.L.F. Beauty said, "we are the community we serve."
The leaders of BRIDGE, together with you all, will pave the way FORWARD for our industry to continue to do the work and support to those who are most affected by all that is unfolding.
We thank each of you for being part of our amazing community. We are simply stronger together!