Can I ask you a question?
What is your first reaction when you spot companies putting out DEI statements on their socials expressing solidarity with marginalised groups?
You know the type of statement. There’s usually a flurry of them when there’s public outcry over high-profile incidents affecting individuals from those groups.
Maybe it’s just me, but when I see this I can’t help but wonder whether the company in question will show the same full-throated solidarity in the future.
While I’m sure these incidents spur many companies on to progress their commitment to DEI behind the scenes away from the public gaze – and I have been exposed to a fair number of them while taking part in the Xec – there are too many examples of companies coming out strong on DEI and then going missing, as was the case recently when two of the world’s biggest companies backslid on this topic in a major way.
Around the time of George Floyd’s murder, Meta publicly condemned the killing and expressed solidarity with the black community, committing to addressing racial inequality both within the company and in broader society. Amazon publicly condemned the “inequitable and brutal treatment of Black people” in the United States and expressed solidarity with the black community, including its employees, customers, and partners.
Fast forward to 2025 and Meta has now announced the end of several internal DEI programs. Amazon has quietly removed several DEI-related policies from its public websites, including pledges of solidarity with Black employees and health care benefits for transgender workers.
In the UK, many companies responded with public statements and pledges to support the Black Lives Matter (BLM) movement, although the sustainability of these efforts has varied. A report by Business in the Community highlights that while many companies made initial commitments, the longevity of these efforts has been inconsistent.
I’m not naïve and I suspect to a greater or lesser extent these decisions are driven by political pressure or a fear of being caught in the cross hairs of so called ‘culture wars’. Not only is this deeply frustrating it raises questions about the true commitment of these companies in the first place. If a company publicly commits to its stakeholders to standing shoulder to shoulder with marginalised groups and say they believe it’s the right thing to do, then surely they should be doubling down on that belief in the face of political pressure and be prepared to speak truth to power?
DEI should be driven by moral values rather than commercial gains and marginalised groups should not have to bear the burden of change alone. It requires collective effort to dismantle structural barriers and companies must support that effort even when it’s not commercially expedient to do so. Public statements are well and good if they’re genuine, but without long-term dedication they risk being seen for what they are – mere performative gestures rather than catalysts for real change.
Connect with Garry Campbell on LinkedIn.
Garry was awarded a place on The Xec. leadership scheme for UK-based Black, Asian, Mixed Race and Ethnic Minority PR and comms pros. He is being mentored by Armand David, Corporate Affairs Director, Digital, BT Group.
