Companies across industries are changing how they talk about Diversity, Equity, and Inclusion (DEI). Not too long ago, DEI was splashed across annual reports, websites, and conference stages. Now? The phrase itself has become a political lightning rod, and many organizations are now rebranding under new labels.
Instead of DEI, you’ll see “Inclusive Workplaces,” “Employee Experience,” “Wellbeing,” or “Belonging.”
Why the shift? Because DEI has become a political football. Politicians, shareholders, employees, and the media are all weighing in, questioning its value and demanding proof of Return of Investment (ROI). Leaders are stuck in the middle – trying to keep up the work employees expect while dodging the backlash that can damage reputation and trust.
The data reflects this shift. In 2024, S&P 500 companies reduced their mentions of DEI in SEC filings. The average number of mentions dropped from 12.5 to just 4.
It’s the start of the “Quiet DEI” era. The work continues, but the name changes.
Why This Matters for HR and Leaders
For HR and leadership, this shift makes things more complicated than they already were.
You’re balancing very different pressures.
Take Gen Z, for example. By 2030 (that’s only five years from now, folks) they’ll make up nearly a third of the workforce. They’re the most likely to call out workplace toxicity and mental health challenges – and 84% say DEI helps them feel like they can be their authentic selves at work.
What Rebranding DEI Signals for Your Company
At the end of the day, it’s all about intention.
If you’re rebranding to protect and strengthen your inclusion efforts? Smart move.
If you’re using it as a cover to quietly step back from DEI? People will notice, and they won’t forget.
Ultimately, the language you choose must be backed by actions that prove the work is still alive, relevant, and tied to business outcomes.
Practical Strategies for Leaders in the “Quiet DEI” Era
No matter what, carrying the work forward is what really counts. Here are five ways to do that:
1. Lead with Authenticity
Employees are quick to recognize when inclusion efforts are performative, and nothing undermines trust faster than initiatives that appear to be driven by optics rather than true commitment. Authenticity means that your actions, policies, and investments in people consistently align with the values you communicate. If you’ve been genuine, a terminology shift won’t derail progress. Make it clear that while the name may change, the commitment hasn’t.
2. Double Down on Belonging
For younger generations, belonging isn’t optional or a nice-to-have. To meet this demand, belonging must be woven into the everyday fabric of leadership and operations. This means:
- Training leaders to recognize and address behaviors that erode feeling included
- Ensuring performance reviews reflect not only what people achieve but also how they contribute to a respectful and collaborative culture
- Designing recognition programs that highlight inclusive behavior as much as individual results.
3. Communicate Transparently
If you’re renaming or restructuring DEI, explain why you’re doing it. A sudden shift in terminology without context can spark suspicion and distrust in leadership. In contrast, clear and proactive communication demonstrates integrity and reassures employees that the work is continuing, even if the name has changed.
4. Measure What Matters
Track data on turnover, engagement, and overall employee sentiment across demographics. Share progress openly. Metrics are your proof point that the work is more than words. One way to do that is by conducting a workforce survey, which goes deeper than a traditional engagement survey. Our process is tailored to meet your specific needs and collect the data from your workforce. You’ll receive a hefty report laying out your strengths, opportunities for improvement, and recommendations. Check out our sample questions here.
5. Keep Learning
This isn’t the time to slow down on education. Continued learning is one of the best ways to strengthen inclusion in the “Quiet DEI” era. Lucky for you, we’re hosting a free, 1-SHRM credit webinar titled “Creating Inclusive Workplaces When DEI Efforts Are Under Fire.”
Attendees will leave with practical, actionable strategies they can immediately apply to build a culture where employees feel heard, valued, and empowered. It takes place on October 1st at 10 a.m. PT. I encourage you to save your seat and join the conversation!
