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In 2023, NHL policy around sanctioned Pride jerseys was reconsidered because seven players—less than 1% of NHL players—publicly refused wearing them. Circumstances like these aren’t representative of public sentiment, which is that more people (more than double) say their perception of a brand is positively influenced (39%) by Pride participation than negatively (17%).
Colin Kaepernick and Nike, Pattie Gonia and North Face—these are frequently referenced touchstones for how brands benefit from delivering on stated principles. Yet, especially following the election, adland finds ourselves questioning the trajectory of brands’ DEI practices meant to engage a wider variety of people and to give them equity. Doubt was notably cast by brands like Harley-Davidson, John Deere, and Molson Coors, publicly dialing back DEI commitments under the premise of “a broader view in which all our employees know they are welcome.” Ironically, this statement is meant to evoke inclusive sentiment while cutting inclusion practice. Impending changes in public policy will only serve to make these contradictions more widespread.
Seven brands is no small figure, given the volume of employees and consumers they comprise. But also, if 1,400 companies shared information with the 2025 Corporate Equality Index—the highest it’s ever had—we know those seven don’t reflect the current trajectory of brand interest in the LGBTQ+ community.
I’ve encountered headlines, colleagues, and conversations expressing that fatigue around the very word “DEI” is central to the trend of rescinded brand commitment, especially in the election year. And given the outcome of the vote, I suspect those sentiments will increase exponentially. But the linguistics are interesting, as the average person seeking fairness doesn’t usually ask for “DEI.” They ask for payment commensurate with performance. They ask for a commute fitting their family schedule. They ask for safe office access. While the practice and word have been politicized, its impact is simply human.
While some constrict their perception of the term, its meaning among practitioners is expanding to include neurodiversity, caregivers, mental health, disability, and accessibility. The perception that DEI is for “the few” is off, as the term encompasses pretty much everyone in some way.
