Feature
The Gist
- Fatigue factor. Diversity fatigue is real among brands, often due to societal pushback and limited progress, but maintaining DEI momentum is crucial.
- Business bonus. Companies committed to DEI are more customer-centric, attract top talent, and gain a competitive edge through a broader appeal.
- Marketing merits. Diverse marketing teams create more innovative campaigns, positively impacting customer loyalty and the brand's overall performance.
Diversity, equity and inclusion (DEI) initiatives are essential for success in today's uniquely multicultural world. However, even the most committed brands can experience diversity fatigue from time to time. This can happen for a variety of reasons, such as a lack of progress, societal events, resistance from employees, or simply burnout. Despite the challenges, it is important for brands to keep the momentum going with their DEI initiatives. Diversity and inclusion are not just fleeting trends, but rather essential components of a successful business strategy. In this article, we will examine the causes of diversity fatigue, and discuss some tips on how brands can keep the momentum going with their DEI initiatives.
The Need for Diversity in Business
Diversity is a critical component of business success, and plays a large role in both the customer and employee experience. Brands that embrace diversity are better positioned to understand and appeal to their customers, attract top talent, and drive innovation. A diverse workforce brings a wider range of perspectives, experiences, and ideas to the table which can help brands create products and services that appeal to a broader customer base.
Customer-centric brands also understand that their customer base is culturally diverse. People of all backgrounds, beliefs, abilities and identities interact with and view businesses uniquely based on their experiences. Rather than seeing this diversity as an obstacle, these brands recognize it as an asset. They know that embracing DEI creates opportunities to build stronger connections across cultures.
Businesses that actively ensure their workforce, branding and customer interactions represent the full spectrum of humanity are better positioned for success. Brands that make diversity a priority can authentically reach, resonate with, and serve a wider audience, transforming diversity into a competitive advantage.
A diverse customer base includes people of different backgrounds, experiences, identities and abilities. While there is no single formula for what makes a customer base diverse, some key dimensions of diversity can include:
- Gender diversity: Representation of women, men and non-binary people.
- Racial/ethnic diversity: Representation of different racial and ethnic groups reflective of the broader community and customer base.
- LGBTQ+ identities: Inclusion and representation of people who identify as lesbian, gay, bisexual, transgender, queer, etc.
- Disabilities: Inclusion and accommodation of and for physical and mental disabilities.
- Age diversity: Representation of different age groups and generations.
- Neuro diversity: Representation across the neurodiversity spectrum, including those with learning disabilities, autism, ADHD, dyslexia and other neurological differences.
- Religious diversity: Inclusion of people who practice different faiths and religious traditions.
- Diversity of background: People from different geographic locations, social classes, educational backgrounds, etc.
The most inclusive brands incorporate diversity across all levels of the business, from frontline employees to management and leadership. It is also ongoing work — as businesses grow and communities change, the meaning of diversity continues to evolve. Diverse leadership also signals a brand's commitment to representing all customers and communities.
At the end of the day, diversity must become ingrained in every aspect of brand culture. This requires winning hearts and minds through education, constructive dialogue, mentoring programs, employee resource groups, and continually rethinking and updating policies. As the customer base diversifies, brands that don't focus on diversity risk losing touch with consumer needs. The case for diversity goes far beyond just being the right thing to do socially — it greatly impacts both the customer and employee experience, and has become a business imperative for success.
Related Article: 5 Ways Diversity and Inclusion Impact the Customer Experience
Diversity in Marketing and Advertising
DEI enhances and improves marketing and advertising in a number of ways. When marketing and advertising campaigns reflect the diversity of the population, they are more likely to reach and engage a wider range of people. This is because consumers are more likely to connect with brands that they see themselves reflected in.
A 2021 Deloitte report indicated that 57% of customers are more loyal to brands that commit to addressing social inequities in their actions. This is because DEI is about more than just checking boxes — it's about creating a culture where everyone feels welcome and valued. When consumers see that a brand is committed to DEI, they are more likely to believe that the brand is genuine and cares about its customers. This can lead to a stronger brand reputation and increased customer loyalty.
When marketing and advertising teams are diverse, they are more likely to come up with creative and innovative campaigns that appeal to a wider range of consumers. People from different backgrounds have different perspectives and experiences, which can lead to new and unique ideas. There is a growing body of evidence that shows that companies that are committed to DEI have better business performance.
Related Article: How Can Generative AI Improve DEI in the Customer Experience?
The Root Causes of Diversity Fatigue
Janifer Wheeler, certified diversity professional, educator & facilitator at the JOYFull BadAss, an e-learning academy, told CMSWire that there are several factors contributing to the growing issue of diversity fatigue. "One major aspect is the persistent presence of social injustice, which unfortunately seems to be regressing rather than progressing."
Seemingly emboldened by the public backlash against Anheuser-Busch's Bud Light marketing campaign featuring transgender activist Dylan Mulvaney, new legislation has been introduced across the nation prohibiting drag shows. Additionally, after the publicity about Florida Governor Ron Desantis’ notorious “don’t say gay” legislation and consequent battle against Disney, a brand that has been extremely supportive of the LGBTQ community, various anti-DEI initiatives have begun to be introduced and passed across the country.
In May 2023, Gov. DeSantis signed a bill into law banning the state's public colleges and universities from spending money on DEI programs. During a news conference at New College of Florida in Sarasota, DeSantis, well known for his ultra-conservative and anti-LGBTQ views, stated that "If you look at the way this has actually been implemented across the country, DEI is better viewed as standing for discrimination, exclusion and indoctrination. And that has no place in our public institutions."
Other states, such as Texas, have been introducing legislation that would ban DEI programs in its state university system. Texas’ governor, Greg Abbott, recently signed a bill that will ban DEI offices and initiatives in universities across the state. Additionally, the bill prohibits diversity statements for job applicants at Texas universities, as well as mandatory DEI training. According to the Chronicle of Higher Education, in the past year, two dozen anti-DEI bills have been introduced in 15 states, while in some states, institutions are scaling back their DEI programs in anticipation of impending legislation. Additionally, in June 2023, the United States Supreme Court struck down Affirmative Action, with Chief Justice John Roberts stating that the nation's colleges and universities must use colorblind criteria in admissions.
Unfortunately, the momentum to undermine DEI initiatives has also spread to businesses, many of whom are coming under attack from conservative legal activists who say that DEI policies and programs constitute racial discrimination. This has resulted in job losses by the DEI professionals who were only recently hired after the murder of George Floyd in Minneapolis and the public outcry and protests that followed.
Janeen Speer, chief people officer (CPO) of Benevity, a corporate purpose software provider, told CMSWire that it is unfortunate to see that company DEI initiatives have been faced with recent political backlash and criticism, and disappointing to hear about the increasing diversity fatigue being experienced by DEI professionals. “Adding to that the economic uncertainty that took hold in late 2022 — we are now seeing significant pressure on DEI budgets.”
According to Wheeler, another significant factor is the increasing workloads faced by employees, particularly those who are actively involved in DEI efforts. “This demanding workload combined with incessant crisis mode, where anti-’woke’ and anti-DEI rhetoric persists, can take a toll on their motivation and overall well-being,” said Wheeler.
An additional contributing element to diversity fatigue is company culture. “Company culture is a shared set of workplace beliefs, values, attitudes, standards, purposes and behaviors,” explained Wheeler. “It reflects both the written and unwritten rules that people in an organization follow. Your organization's culture is the sum of all that you and your colleagues think, say, and do as you work together.”
How to Keep the Momentum Going
Tawanda Johnson, head of DEI and learning & development at Heap, a digital analytics software platform provider, told CMSWire that diversity fatigue comes about in many ways. "Many DEI practitioners are frustrated with the lack of progress taking place in DEI. For example, DEI budgets are being cut, positions are being eliminated and DEI executives from underrepresented groups face additional challenges,” said Johnson, who reflected on the element of fatigue that has come to be associated with current world events that weigh heavily on people from underrepresented groups. “Coupling the two can be exhausting at times. This work is incredibly important and hard. Setting realistic expectations and celebrating every win can help with reducing DEI fatigue.”
Antoine Andrews, chief diversity and social impact officer at the survey software provider, SurveyMonkey, told CMSWire that one must understand that DEI work is an iterative process that is never completed. "Cultivating a workplace where employees from all backgrounds can do their best work is a goal that takes daily, incremental progress,” said Andrews. “Diversity, equity, and inclusion aren’t just words or a corporate initiative that comes and goes; they are a filter through which we can more fairly operate teams and conduct business to amplify diverse voices and deliver positive social impact — learning, growing, and changing all the while."
The Challenges of Diversity Initiatives
Implementing diversity in marketing isn’t always easy, and many businesses don't have much diversity to begin with. Even with the best intentions, some people don't really understand what inclusion looks like in practice. That can lead to campaigns that feel tone-deaf or miss the mark.
There's also plenty of fear about potential backlash from mainstream customers if marketers focus too much on diversity — the Bud Light debacle quickly comes to mind. That holds some businesses back from fully committing. Even if there's willingness, executing diverse campaigns takes time and money and may come with or cause uncomfortable conversations.
If a brand wants to feature a diverse cast of characters in an ad, it takes a significant effort and a hefty budget to do it right. Telling stories that resonate across cultures means challenging one’s own biases and stepping outside of the comfort zone. Brands must be particularly careful with language — one wrong word can ruin the whole campaign. Additionally, a brand’s voice must be consistent with the message and stories that are told in its marketing and advertising campaigns.
Partnering with diverse creators and organizations is powerful but can be tricky to navigate if the brand doesn't already have those connections. There are many potential pitfalls, especially if a brand’s C-suite doesn’t make diversity and inclusion a real priority with resources to match.
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Fortunately, there are many ways to overcome the hurdles that are presented. Diversity training helps, especially if it's continuous. Building an inclusive culture where everyone feels safe to contribute is an obvious advantage — walking the walk by investing in diverse teams, partners and communities is the easiest way to gain trust and make an impact.
A successful DEI initiative isn’t easy, but it's essential if a brand wants its marketing and advertising to connect with a diverse customer base. It takes commitment, humility and determining what works and what doesn’t. The more diversity you can bring to the room, the clearer the view will be on the other side of the window — i.e., if you have people with different backgrounds, experiences, and perspectives, you end up with a fuller picture of the truth.
Final Thoughts on Diversity Fatigue
Though diversity fatigue poses real challenges, brands committed to DEI must persist and maintain momentum, as inclusion remains essential. The key is setting realistic expectations for the pace of change, celebrating even small wins, embedding DEI in company culture, providing ample training and leadership support, and above all, practicing patience and persistence. With sustained effort, customers will reward a diverse and inclusive brand with trust, loyalty and increased sales.
