Recently, we’ve seen a quiet trend of companies scrubbing DEI language and other related content from their websites. Some are responding to political pressure. Some fear losing business. Some are just trying to avoid controversy.
It’s a sign of the times, but it raises an important question: Are you shaping your company’s identity based on external pressure, or on what you stand for?
Let’s dive into what’s happening, why it’s happening, and how you might think about your own approach.
Be True to Yourself, Whatever You Believe
A few years ago, companies were scrambling to show their commitment to DEI. Websites featured diversity statements, inclusive hiring policies, and messages of solidarity. Now, many of those pages are being removed.
Some have renamed diversity departments, dropped references to equity, or erased entire sections that once highlighted their "beliefs." Many are making these changes quietly.
For some, the decision is about public perception. DEI has become a political battleground, and businesses fear backlash from clients and employees.
And it's not just corporations having to make these decisions. Some shops likes yours are being asked to do the same. Some have government clients or those that are funded by government initiatives, asking them to remove that language or lose work. Often it's not the client's fault. They dislike it too.
At the core, this isn't about DEI. It is about whether companies are willing to stand by their actual beliefs. If diversity, equity, and inclusion are part of what you believe, then own it. And if you don't, then own that! The problem is not in having a stance, but in changing it out of fear of how others might react.
What Would You Tell Your Clients?
Imagine a client comes to you and says:
“We’re thinking about removing our DEI content from our website. We don’t want to alienate anyone or get caught in the culture wars. What should we do?”
How would you coach them?
If they only included DEI content a few years back because they felt pressured, then removing it makes sense. But if you put it there because it reflects your core values, then stand by it.
Why would you erase what you believe in? Remind them that their best clients, employees, and partners need to see who they really are so they know who they're hiring. I'm not talking about putting inflammatory content on your homepage, I'm talking about highlighting the type of people you employee and the type of work that matters to your agency.
Your website is more than just a marketing tool. It is a reflection of who you are and what you stand for. If your values shift based on fear then clients and employees will notice and be more inclined to find another firm.
The clients you want to work with, the employees you want to attract, and the culture you want to build all depend on being clear about what you believe.
If your company believes in something, say it with confidence. If you are changing your messaging out of fear, ask yourself why.
Now is not the time to hide. It's the time to lead.