Headlines are not the only indicators of DEI failure.
Target bled $25 billion in one quarter. Bud Light lost $27 billion in a similar timeframe. Both missteps boil down to a single core issue: fear-based DEI decisions that had zero alignment with real business objectives. If you think you’re safe simply because your company isn’t in the headlines yet, think again—especially if your DEI strategy predates October 2024 or was led by your HR department or PR team.
The DEI Liability Nobody Talks About
Most C-suites assume a quiet quarter means “everything is fine.” But with outdated DEI policies, you’re sitting on a ticking time bomb that can blow up your:
Legal Defense: Attorney fees and lawsuits can easily soar into seven figures.
Shareholder Confidence: A public fiasco will sink your stock value faster than you can say “mustard.”
Customer Base: Boycotts spread in days, taking billions in revenue and your positive reputation with them.
Employee Engagement: They’ll either walk or worse–stay and give you zero effort. Both are equally deadly.
Five Questions to Ask Yourself Now
Was our DEI policy created before October 2024? If yes, it’s outdated. Therefore a problem.
Who led our DEI strategy—HR, PR, or the C-Suite? Here’s a tip: box-ticking is not a business strategy.
Does our DEI tie to Revenue, Reputation, and Retention? Or does it just look and feel “good”?
What’s our plan if we become the next national headline?
Are we letting fear dictate our approach instead of taking a data-driven approach?
If the answers make you sweat, you’re not alone. Most corporations treat DEI like window dressing. But you can’t afford to turn a blind eye anymore.
The Real Cost of Fear-Based DEI: Meltdown
Outdated policies and reactionary decisions have already drained billions from household names. Don’t wait for the DOJ, media, or your own customers to call you out—once that avalanche starts, there’s no easy way to stop it from reaching meltdown. And PR--they have a way of making whatever DEI stance you take worse.
Time to Upgrade
The truth? When DEI is done right, it's a strategic lever for profit, loyalty, and a future-proof brand image. But you have to let go of outdated, fear-driven policies and design a DEI framework that impacts every critical business function—Revenue, Reputation, and Retention.
If you want to avoid billions in losses and a legacy defined by lawsuits or boycotts-- step it up. HR and PR are not equipped to save you from the storm that’s brewing. Align DEI with your bottom line, or be the next Target
Rewrite your DEI playbook. Grab your copy of Black is NOT a Credential.
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If you're ready to get to work, let’s talk so you don't become the next $25B headline.
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