Transformative Equity in Communications: Moving Beyond Performative DEI Efforts
In the current political and business landscape, the call for authentic diversity, equity, and inclusion (DEI) initiatives is more urgent than ever. Yet, many organizations still treat DEI as a compliance issue rather than an integral component of their messaging and culture (yes, even despite examples to the contrary. Target, I’m looking at you). This often results in performative DEI efforts, or actions that may seem progressive but lack substantive impact. With the recent attacks on DEI by the White House, which aim to eliminate DEI initiatives in both public and private sectors, the need for transformative equity is increasingly critical. Achieving this shift requires an overhaul in organizational systems, especially within communication strategies.
Understanding Performative DEI
Performative DEI refers to actions and communications that prioritize optics over substance. Common manifestations include token gestures, such as posting social media statements during awareness months or showcasing diverse individuals in marketing materials, without meaningful systemic changes. Although these actions may signal goodwill, they often fail to address the root causes of inequity and typically do not result in lasting change. A study by Kalev, Dobbin, and Kelly (2006) found that such superficial measures tend to have little impact on workplace diversity. These efforts, despite (usually) good intentions, may perpetuate existing power structures rather than challenge them.
Transformative equity, on the other hand, moves beyond surface-level actions and focuses on embedding DEI principles into every facet of an organization. It requires aligning organizational culture with DEI goals, ensuring that diversity and inclusion become central to the organization's mission and operations. Carolyn M. Shields (2013) emphasizes that transformative leadership is crucial for fostering equity, as it not only addresses diversity numbers but also challenges existing power structures, promoting social justice and systemic change. And, conversations, and even actions, about transformative equity have occurred at many organizations, and we have seen organizations make strides towards substantive change. But, we still need to do more work.
Key Components of Authentic DEI Communications
Leadership Commitment and Accountability
For DEI initiatives to be authentic, organizational leaders must demonstrate unwavering commitment. They must not only endorse DEI but also model inclusive behaviors and hold themselves accountable for progress. Research from the Society for Human Resource Management shows that organizations with visible leadership support are more likely to achieve successful DEI outcomes, as leadership sets the tone and culture for the entire organization. We have also seen what happens when leadership overtly rejects DEI goals and initiatives: lawsuits, sales drop, and employees quit.
Transparency and Open Communication
Transparency is critical for building trust and credibility. Organizations should openly communicate their DEI goals, strategies, and progress, creating an environment where feedback is welcomed and acted upon; we know this now. Bohnet and Chilazi (2025) highlight the importance of fairness and transparency in DEI efforts, which can ensure that employees and stakeholders see tangible steps toward meaningful change. Transparency helps avoid the pitfalls of performative actions and fosters an environment of trust and accountability. Now, unfortunately, we sometimes witness companies that engage in performative DEI actions under the guise of transparency.
Long-Term Commitment to Systemic Change
DEI should not be a short-term project, but an ongoing commitment; again, we know this now (but it doesn’t mean that everyone is doing it). Organizations must invest in long-term strategies such as mentorship programs, leadership development, and resources for underrepresented groups. Shields (2013) argues that transformative leadership, which challenges power structures and promotes social justice, is essential for sustaining systemic change. Long-term strategies help embed DEI into the organization’s DNA, influencing both culture and decision-making processes, and seeking to guarantee that these efforts are not just temporary or tokenistic. Right now, companies are deciding whether to keep progressing with their DEI goals or cut them altogether. Again, we’ve seen very public examples of this (way to stick with it, Costco; here’s my membership renewal money).
Inclusive Messaging and Representation
Representation matters in all forms of communication. Ensuring diverse voices are represented, from marketing materials to leadership profiles, helps marginalized groups feel seen and valued. Furthermore, inclusive messaging avoids reinforcing stereotypes and fosters a culture of belonging. Paula Gardner (2019) emphasizes the importance of diversifying communication practices to reflect a broader range of perspectives. By incorporating diverse voices in both internal and external communications, organizations can create an environment where all individuals feel included. But, once again, we do see companies that engage in performative DEI actions under the guise of inclusivity. Their marketing materials do not reflect their “team” page on their site or their LinkedIn employees section, in other words.
The Role of Communication in Transformative Equity
Communication is a crucial tool for advancing transformative equity. For PR professionals, this means adopting an active role in shaping how organizations communicate their commitment to DEI. Authentic messaging involves consistent, transparent dialogue that demonstrates a genuine commitment to equity and inclusion. PR professionals must ensure that DEI messaging aligns with the organization's internal culture and values, reflecting real progress rather than token gestures.
Organizations must also embed DEI into their culture and ensure that all communications reflect this deep commitment. This involves revising organizational narratives to accurately represent the experiences and contributions of marginalized groups rather than simply symbolizing diversity in promotional materials. Transparent communication strategies, such as public DEI reports, regular progress updates, and acknowledgment of areas that need improvement, offer tangible evidence of progress and reinforce trust.
Gallup’s 2023 research found that organizations that are transparent about their DEI goals and actions experience higher employee engagement, retention, and trust, which can lead to improved organizational performance. (Again, we know this now but are still seeing companies with getting to this true transparency.) These efforts help combat skepticism surrounding performative DEI campaigns and show that DEI is a long-term commitment, not a short-term fix.
Implications for PR Practitioners and Organizations
The implications of moving beyond performative DEI are significant for both PR practitioners and organizations. PR professionals, who often act as the bridge between an organization and the public, must ensure that DEI messaging aligns with the organization’s actions. If there is a disconnect between the message and reality, organizations risk being labeled as inauthentic, which can harm their reputation and erode trust. (We see this disconnect sometimes during June when companies engage in “rainbow washing,” for example.)
The Harvard Business Review (2023) asserts that DEI must be integrated into the organization’s strategic framework, not treated as a standalone initiative. Companies that incorporate DEI into their long-term strategy improve internal culture and position themselves as leaders in social responsibility. This strategic integration can lead to increased market share and consumer loyalty, as customers are increasingly drawn to companies that reflect their values of inclusivity.
PR practitioners must also navigate the challenges of political scrutiny, especially given the increasing skepticism toward corporate DEI initiatives. In our early 2025 political climate, shaped by the new U.S. administration’s attacks on DEI initiatives, organizations must demonstrate genuine commitment to diversity, equity, and inclusion through tangible actions rather than symbolic gestures. PR professionals play a pivotal role in helping organizations navigate this contentious landscape by crafting messages that advocate for meaningful change while acknowledging areas where growth is still required. This approach, marked by transparency and authenticity, ensures that public communications remain credible and resonate with a public that is highly attuned to the political climate and its influence on corporate values.
Measuring Success in DEI Communications
Shifting toward transformative equity requires redefining how the success of DEI communications is measured. Traditional PR metrics like SOV may no longer suffice. Instead, organizations should evaluate the impact of their DEI communications through qualitative feedback, employee sentiment surveys, and engagement on platforms addressing DEI issues. These insights help organizations understand how their DEI efforts are perceived by both internal and external audiences.
Research by Bernstein et al. (2019) emphasizes that fostering generative interactions, where diverse groups engage meaningfully, is more impactful than simply showcasing diversity. PR practitioners can apply this principle by crafting communication strategies that create spaces for marginalized voices to contribute to decision-making processes. This ensures that DEI efforts are not only communicated but also translated into impactful, systemic change.
As companies face increased scrutiny from policymakers, their messaging must reflect a genuine commitment to change. The PRSA (2023) advises that PR professionals resist reducing DEI to a marketing tactic and instead advocate for measurable, long-term commitments. Organizations that fail to do so risk being accused of “diversity-washing” or tokenizing DEI efforts for profit without creating meaningful change. By focusing on authentic DEI strategies, PR professionals can help organizations make lasting impacts on both their internal culture and the wider community.
PR professionals play a critical role in guiding organizations through the complexities of DEI initiatives, particularly during times when such efforts are considered politically contentious by some or face some public scrutiny. By ensuring authenticity and transparency in their messaging, PR practitioners and organizations can move beyond performative DEI efforts and make lasting strides toward transformative equity. This shift is an opportunity to improve organizational culture and to position DEI as an integral part of an organization’s identity, which, we hope, can contribute to a more equitable and just society.