However, DEI has morphed into a political football, subject to the whims of cultural and political polarisation. Corporate America, once a flag-bearer for these initiatives, appears to be retreating. Companies such as Boeing, McDonald’s, Meta, and Walmart are dismantling their DEI departments, a move that signals a broader shift in corporate priorities.

For communicators, this creates a state of limbo. Teams that have worked tirelessly to embed DEI into their organisations now face a dilemma: how do they navigate a landscape where DEI initiatives risk inviting the disdain of the incoming US administration and its allies, such as Elon Musk? His rhetoric of ‘DEI must DIE’ on social media platform X transcends US borders, influencing cultural norms globally. American companies dismantling DEI domestically may well replicate these changes across their international operations.

This leaves communicators grappling with existential questions: Do we continue to champion DEI in public-facing communications, or do we take a step back to avoid political backlash? Either way, we risk being damned if we do and damned if we don’t.

To complicate matters, there’s now the looming threat of litigation, spurred by the Supreme Court’s recent ruling against affirmative action. This forces communications professionals to adopt an approach akin to those in regulated industries, such as financial services and health, where every word must be carefully chosen to avoid legal pitfalls. Language that was once a tool for inclusion has now become a potential liability.

In this increasingly fraught environment, brands like Apple stand out for their consistency and courage. While others retreat, Apple has reaffirmed its commitment to diversity and inclusion. The company’s board recently urged shareholders to reject a proposal to eliminate its DEI programmes, emphasising that these initiatives are core to its corporate philosophy.

Apple’s approach demonstrates that integrity is not just about adhering to values in good times but standing by them amid adversity. This clarity of purpose, coupled with a strategic communications approach, is why Apple remains one of the world’s most admired brands.

Integrity is demonstrated when a company upholds its values amid adversity. As corporate America faces anti-DEI legal activism—fuelled by the Trump-Elon Musk bromance and the Supreme Court’s stance against affirmative action—Apple’s unwavering commitment to its principles is why it’s one of the world’s most admired brands. After all, as we all know, admiration is earned.

Article first published on PR Week

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