DEI Reversals a Reminder Companies Will Do What’s Convenient

DEI reversals are a reminder that companies will do what’s convenient. But companies who value equity will advocate for marginalized communities even it is inconvenient to do so.

A number of people are concerned about major corporations’ decision to roll back policies that advance diversity, equity and inclusion. In fact, a prominent Atlanta pastor, Rev. Jamal Bryant, announced a 40-day boycott of Target over its reversal of equity policies. Activist Nekima Levy Armstrong also called for a boycott of Target. Others have called for boycotts of Coca-Cola, Pepsi Co., Amazon, Wal-Mart and other retailers over their removal of equity references or programs.

I am not surprised by the boycotts. But Target’s stance also doesn’t surprise me. I understand that most companies – even those that profess respectable values – are not naturally benevolent. When given the opportunity, many will side with the interests of the powerful over those of marginalized communities. 

The truth is that having noble intentions wont safeguard against harm. It is often the glare of the media that encourages companies and elected officials to act in the best interest of the public. 

Corporations exist to make money and return profits to shareholders. They exist to protect their ability to make money. Anything that disrupts this goal will be uprooted and eliminated. Additionally, in a world where racism is capricious and entrenched, Black people will always struggle to be seen, valued, honored and fairly compensated.

Those with less power will always struggle to be treated with dignity and respect. It doesn’t matter the institution; it doesn’t matter the industry – capitalism demands money, and will do anything to achieve it.

Intention is Not Enough

Doing the right thing then is nice, but it is not a compulsory driver for many corporations or organizations. That is not to suggest that all companies and organizations are bad. I am suggesting that mere intention is useless without accountability.

An entity proclaiming to despise racism, sexism, homophobia, transphobia and classism is meaningless if there isn’t a system in place to ensure they and the people in their employ are treating all people with dignity and respect. And here’s the thing – dignity and respect are about more than just being nice or saying the right things in the presence of others. It’s about equity at every level of the organization.

I’m not surprised Target and other corporations are turning their backs on pledges for racial equity promised in the aftermath of George Floyd’s death. But this moment does offer a reminder. We should not be pacified by people and organizations who utter the rhetoric of justice without the history to back it up. We need to move beyond talk and focus on actions.

Jennifer R. Farmer, aka The PR Whisperer^®, is an author, lecturer and strategic communications expert. Check out our blog posts and subscribe for updates.