Transforming DEI to Thrive in Trump’s America

When Barack Obama became the first person of color elected President of the United States, it was predictable that a major backlash would ensue from those benefitting from the racial and cultural caste system that has been deeply entrenched in the U.S. for hundreds of years.  Similarly, it was inevitable that the DEI (Diversity, Equity & Inclusion) Movement that has exploded since George Floyd’s murder would eventually face a similar backlash.

Now that President Trump has launched a full scale assault on DEI, that backlash has arrived in full force.  DEI is clearly under attack and it’s very survival is at stake.  

Is this the beginning of the end of DEI with the “Old Guard” successfully defending the privilege that White men have enjoyed throughout our country’s history?  Or is this a crisis driven inflection point that requires growth and evolution to a broader, more pragmatic, more impactful “next generation” of DEI?

Given that the 2020 census revealed that heterosexual White men currently make up approximately 25% of the U.S. population (and shrinking rapidly)…our country and our economy can’t afford the demise of DEI.  The odds of a country or a large organization being able to achieve and sustain a leadership position by continuing to underutilize and under serve 75% of the population are long indeed.  The days of dominating with a management team, work force and markets heavily dominated by White heterosexual males are rapidly drawing to a close.

As a nation, we can’t afford for DEI to fail and we need to quickly redefine and reframe it to be dramatically more impactful economically while simultaneously becoming exponentially more resilient in the face of political and cultural attacks.

To date, DEI has been very effective at creating much needed awareness of the inequities inherent in our core systems, policies, processes and norms while also providing much needed education.  It is largely (and admirably) driven by attempting to level the playfield for underrepresented races and cultures as a moral imperative.  It views hate and ignorance as the primary causes of our systemic inequities with awareness building and education as the central remedies.  Today’s DEI initiatives are often ancillary bolt-on staff programs led by PR or HR professionals or academics…and success is often measured by upticks in PR and HR metrics.

Unfortunately, this approach can easily be misrepresented to create a zero sum mentality that fosters divisiveness and accusations of reverse discrimination leading to potential litigation.  And because conventional DEI efforts are often viewed as corporate responsibility related expenses that only deliver “soft” benefits, they are highly vulnerable to being cut when belts are tightened or the political climate gets too uncomfortable.

To survive as a powerful movement of positive change, DEI needs to be reframed as a much more pragmatic, bottom line driven movement that is driven by profit motive (albeit much more equitably shared) and the self-interest of the controlling class…as well as moral and/or ethical motives.  

“DEI.NEXT.GEN” launches the next generation of the movement by literally redefining DEI to become a more impactful and sustainable force.  DEI.NEXT.GEN recognizes that the strategic deployment of differences are incredibly valuable assets that are the lifeblood of operational excellence and innovation.  Instead of building diversity, equity and inclusion as an end game,  DEI.NEXT.GEN leverages the power of differences to drive bottom line impact that lifts the tide of all boats.  When supported by tightly aligned core values, deep appreciation of the value of disparate points of view and “rules of engagement” that facilitate passionate, frank, respectful discourse…DEI.NEXT.GEN profoundly transforms culture to deliver compelling sustainable impact by deeply embedding the power of differences into the DNA of an organization.

DEI.NEXT.GEN redefines DEI as “Differences Drive Excellence & Innovation” shifting the central focus away from race, gender, sexual identity, sexual preference, and culture to strategically leverage differences as a potent source of sustainable competitive advantage.  DEI.NEXT.GEN explicitly ties diversity, equity and inclusion efforts to tangible, bottom line, business goals that largely transcend the politically and culturally charged discord that threatens conventional DEI.  

The vigorous drive to strategically deploy differences delivers a substantial, sustainable, difficult to replicate “hard” ROI by increasing revenues (by boosting productivity, expanding markets, delivering more tailored and compelling value propositions, raising employee and customer satisfaction, etc.) and reducing expenses (by reducing turnover, medical claims, sick leave, etc.).  While also expanding opportunities and the distribution of the wealth created across a much broader range of stakeholders.  DEI.NEXT.GEN aligns the interests of disparate stakeholder groups to create opportunity, meritocracy and financial gain for all expanding the size of the pie and creating a rising tide that lifts the boats of a wide variety of demographics…including those that have traditionally been underrepresented and underserved.

Similar to the lessons learned during the innovation wave of the 90’s, DEI needs to be a foundational core value and business strategy that is reflected in everything an organization does…not an afterthought bolted on staff program led by staff personnel.  It needs to be seamlessly integrated into the Mission, Vision and Core Values of an organization, its “Rules of Engagement”, policies, procedures and recruiting, performance appraisal, compensation and promotion criteria, and organizational norms.  It needs to be driven (and lived) on a daily basis by deeply committed C Suite and senior line executives with P&L responsibility.

By focusing on strategically deploying differences and targeting and rewarding talent for the capabilities, insights, experiences, values and networks that they bring to the table (instead of focusing on their race, religion, gender, etc.), DEI.NEXT.GEN can deliver tremendous sustainable bottom line impact while creating value for all stakeholder groups (including those of underrepresented and underserved populations) while effectively blunting the attacks of those desperately trying to protect the old guard of male dominated White Supremacy.

The Diversity, Equity & Inclusion Movement (DEI) has served us well.  But it’s time to hand the baton off to the “Differences Drive Excellence & Innovation” Movement (DEI.NEXT.GEN) to lift us to the next level of growth and evolution as a society that recognizes, values and rewards the strategic deployment of differences to create and share opportunity and prosperity for all.