Quiet Commitment: How Organizations Are Upholding DEI Values in the Worst of Times

For more than 400 years, systemic racism has played a role in holding back American society. Now, the very effort to come to terms with that legacy of hatred is under attack. Across the country, Diversity, Equity, and Inclusion (DEI) efforts are being scaled back publicly, even as many organizations quietly continue the work behind the scenes.

In today’s complex political and legal environment, many oranizations are rethinking how they present their DEI initiatives. While some are downplaying or renaming these efforts to avoid political backlash, internally, they’re maintaining—or even deepening—their commitment to fairness and opportunity.

This shift doesn’t mean the values behind DEI have disappeared. Quite the opposite: organizations are adapting, turning inward to protect their people and programs while navigating a contentious public landscape. As one recent report noted, while 66% of companies have toned down their use of DEI language in public, just 19% have reduced funding for their programs.

The reality is that authentic, values-driven DEI work continues—even if it’s not always front and center. And in this moment, when the work is harder and the headwinds are stronger, that quiet persistence may be the clearest signal of its need to make thinks right in America.

Internal Commitment Remains Strong

Despite public rebranding, many organizations are deepening their internal DEI commitments. Costco, for example, has resisted shareholder proposals to scale back DEI efforts, emphasizing that such initiatives are integral to their business success. Similarly, JPMorgan Chase CEO reaffirmed the bank's dedication to outreach programs to diverse communities.

These internal commitments often include employee resource groups, mentorship programs, and inclusive hiring practices. By focusing on tangible actions rather than public declarations, companies aim to foster genuine inclusivity within their organizations.

Navigating the Future of DEI

The current trend suggests a shift from overt public declarations to a more nuanced approach to DEI. Organizations are balancing the need to comply with unjust political and legal landscapes while striving to be true their core values of diversity and inclusion. This strategy allows organizations to continue fostering inclusive workplaces without attracting undue political attention.

As DEI becomes a flashpoint in culture wars, it’s more important than ever for organizations to stay grounded in their values—even if they’re doing it more quietly. Here are some approaches:

Shift from Labels to Values – Use plain language about fairness, opportunity, and belonging rather than focusing on acronyms that may draw controversy.

Embed DEI in Everyday Practices – Rather than presenting DEI as a separate initiative, integrate it into hiring, leadership development, procurement, and partnerships.

Invest in Internal Culture – Focus on creating an inclusive workplace from the inside out, using employee resource groups, anonymous feedback channels, and inclusive training.

Tell Human Stories, Not Just Metrics – Highlight personal stories that show the impact of inclusion, which can resonate more than policy language.

Maintain the Work, Even if the Branding Changes – Strategic repositioning doesn’t have to mean retreat—stay the course with substance, even as public messaging shifts. A phote, for example, can say more than a string of words.

As the discourse around DEI evolves, it's crucial for companies to maintain internal transparency with their employees and stakeholders. Authentic commitment to diversity and inclusion should remain a priority, even if the public-facing language changes.

In this climate of intolerance adn outright lies, while the terminology and public presentation of DEI initiatives may be bended to external pressures, the underlying commitment to fostering diverse and inclusive workplaces should remain a steadfast priority for many organizations that do good work, and don't want to be stopped from following their mission.