Beyond Tokenism: DEI as a Movement, Not a Moment.

Brands that operationalize equity in governance and design will build lasting trust and resilience.

Diversity, Equity, and Inclusion as a Structural Mandate

Brands today cannot build credibility through messaging alone. In a culture where consumers and employees are attuned to the difference between performance and authentic action, diversity, equity, and inclusion are not merely themes for a seasonal campaign. They are fundamental to a brand’s ability to build trust and ensure long-term resilience. For a brand to be truly successful, it must embed equity into the very fabric of its operations, from governance and hiring practices to product design and community partnerships.

Token gestures, while often well-intentioned, ultimately erode credibility, while a full commitment to structural shifts builds lasting value and a genuine competitive advantage.

From Symbolic Gestures to Systems Change

The DEI journey demands more than a symbolic gesture; it requires a sustained, intentional effort to ensure the full participation and sense of belonging for every person. The challenge is often found in the small but significant failures of design and policy.

A Black Muslim woman and strategist from a leading consultancy noted that having to add a modifier like "Black" to her search for hairstyles on a platform like Instagram subtly "othered" her, reminding her that her experience was not centered.

This example demonstrates how even seemingly neutral digital spaces can perpetuate exclusion if they are not intentionally designed for inclusion.

True equity requires brands to rethink and enact new ways of leading and working, which moves from short-term gestures to long-term systemic change.

This shift to a structural approach can be seen in brands that are willing to back their words with verifiable action. A major retailer like Macy’s has created a purpose platform with a $5 billion commitment to champion bold representation for all, demonstrating that its commitment is backed by financial investment and not just a tagline.

Beyond corporate pledges, brands are leveraging their unique expertise to make a material difference in the communities they serve. For instance, the Black Women's Player Collective, an organization formed during the 2020 racial justice uprisings to make professional soccer more equitable and inclusive for Black women and girls, worked with a brand to create a new identity that supported their mission.

This shows how brands can use their expertise to partner with communities directly, embedding equity in a way that creates a measurable impact. Additionally, a brand's products can be tools for inclusion.

Planned Parenthood's "Spot On" period tracker app, for example, was intentionally designed to resonate with diverse young people most in need of health services, ensuring the product itself served an audience that had been historically underserved.

The Consequences of Inaction

Consumers, employees, and investors are increasingly holding brands accountable for their DEI commitments. Inaction or the use of token gestures can lead to a significant loss of trust, a breakdown in loyalty, and reputational self-harm.

The market today rewards brands that operationalize equity and punishes those that only perform it.

The future of a brand's growth and stability is no longer just tied to its products but to its integrity, its willingness to build a movement rather than just participate in a moment.

Bottom Line

Authenticity in diversity, equity, and inclusion requires brands to rebuild their systems around shared power, or they will face an accelerating loss of trust and market relevance.