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Rebranding DEI

By George Waggott, founder, and Roberto Fonseca-Velazquez, summer law student,

George Waggott Law



The pendulum is swinging away from Diversity, Equity and Inclusion (DEI) programs. In a sign of the times, the U.S.-based Society for Human Resource Management (SHRM), a prominent trade group for HR professionals, has sparked significant controversy with its recent decision to rebrand its diversity, equity, and inclusion (DEI) initiatives.


In a July 2024 announcement, the SHRM announced it would drop the “E” for “Equity” from its DEI labeling. In explaining the move, the group has cited the need to emphasize inclusion first in order to address the perceived shortcomings of current DEI programs. This move, almost certainly intended to combat societal backlash and polarization in response to DEI initiatives, has been widely reported, receiving mixed reactions.


In a statement, the SHRM said that its commitment to advancing equity remains steadfast and continues to be a priority. However, this assurance has not quelled the concerns of many in the HR community. Critics argue that removing “Equity” from the name sends the wrong message. Sarah Reynolds, Chief Marketing Officer for HR tech firm HiBob, has been reported as being critical of the move, saying it is important to continue emphasizing equity as part of DEI efforts. She noted that HR organizations should lead the charge in celebrating and investing in diversity and inclusion without sidelining equity.


The backlash has been considerable, with comments in various reports describing SHRM’s decision as “cowardly,” “reactionary,” and a “travesty of logic.” Some have speculated that the name change is politically motivated, occurring amid a U.S. election season that has seen increasing opposition to DEI programs from right-leaning groups. One commentator expressed disappointment, stating, “We are in a time where we need more organizations fighting for diversity, equity, and inclusion instead of kowtowing to political adversity.”


SHRM President and CEO Johnny C. Taylor Jr. responded to these criticisms in an interview reported on by Forbes, asserting that the decision was not politically influenced. He argued that if politics were a factor, SHRM would abandon discussions on diversity, inclusion, and equity altogether. Taylor said that he was “surprised” by the negative feedback, noting that about 44% of the 900-plus comments received by his organization were positive, reflecting the divisive nature of DEI conversations. (This appears to downplay the objective fact that more than 50% of the feedback must have been negative.)


Explaining the rationale behind the change, Taylor highlighted confusion surrounding the term “equity.” He stated that equity means different things to different people, making it challenging to define and build programs around. This lack of clarity, Taylor suggested, can lead to divisiveness and distract from the goals of DEI initiatives. He argued that debating the meaning of equity detracts from efforts to address diversity and inclusion effectively.


Despite the controversy, Taylor reported no significant defections from the organization. However, the explanation that equity is confusing and divisive has not satisfied all HR professionals. A petition opposing the change has garnered support, with many emphasizing the distinct and essential roles of diversity, equity, and inclusion. One commenter eloquently summed up this perspective: “Diversity acknowledges differences, Equity ensures fairness, and Inclusion promotes an environment where diverse individuals can thrive. All three are essential and, ultimately, symbiotic; and each deserves more, not less, attention and focus.”


The decision by SHRM to rebrand its DEI efforts by removing the emphasis on equity has ignited a robust debate within the HR and business community. As the organization navigates this controversial shift, it must balance the varied and passionate perspectives of its members while maintaining its commitment to fostering diverse, inclusive, and equitable workplaces.


For more information about George Waggott Law, please see: www.georgewaggott.com, or contact: george@georgewaggott.com


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