In a time of cultural tension and amplified scrutiny, brands are rethinking how they communicate their values—especially around inclusion and belonging. The conversation around Diversity, Equity, and Inclusion (DEI) is evolving rapidly. And while the public discourse may feel louder or more polarized, the underlying expectations from employees, customers, and stakeholders have not gone away.
In fact, they’ve sharpened.
Today, some companies are pulling back from DEI language due to fear of missteps or controversy. Others are pushing forward—but doing so with more clarity, intentionality, and alignment. The brands navigating this moment successfully are not abandoning their values and inclusive workplace practices. They’re refining the narrative, re-centering the human experience, and leaning into trust-building as a strategic asset.
“The smartest brands aren’t backing away from their values—they’re learning to communicate them more clearly and credibly. That’s what trust demands.”
Why This Moment Matters
We’re living in a time of high sensitivity and heightened expectations. One misstep—or even a poorly worded statement—can become a reputational risk. But doing nothing can be just as damaging.
The expectations haven’t changed:
- Employees want to feel like they belong and are cared for.
- Customers care about character and how companies treat people.
- Investors are looking for long-term reputation resilience.
What has changed is the urgency for clarity. Where once DEI messaging was celebrated, now it’s scrutinized. Where brands once could rely on boilerplate language, today’s audiences want real action and honest progress.
Why Some Brands Are Pulling Back—and Others Are Stepping Up
Recent months have brought increased public pushback against DEI programs—especially when messaging feels performative, overly political, or disconnected from real outcomes. Some companies are scaling back their public language, rewording their values statements, or de-emphasizing programs they once highlighted.
But the brands emerging stronger are doing the opposite. They’re not backing down; they’re leveling up.
“Silence is not neutrality—it’s ambiguity. And ambiguity erodes trust. In times like these, brands don’t need to say more—they need to say what matters.”
What Leading Brands Are Doing Right
Top-performing companies like Microsoft and Salesforce are reshaping their DEI communication to focus on human stories, authentic leadership, and measurable progress. These companies are aligning their inclusion efforts with business outcomes—employee experience, culture health, innovation, and retention.
They’re doing things like:
- Refining their language to sound more human and less jargon-heavy
- Elevating leaders and employee stories over corporate statements
- Sharing progress transparently—not pretending to have all the answers
- Linking inclusion to performance, not politics
The result? Stronger internal alignment, greater external trust, and more durable brand equity.
Five Ways to Lead with Purpose in 2025
If your brand wants to evolve its inclusion narrative while minimizing risk and maximizing relevance, here’s where to focus:
- Rethink the Language
Replace acronym-heavy, abstract language with clear, values-driven messaging. Words like belonging, respect, inclusive culture, and opportunity resonate more deeply than corporate catchphrases. - Ground the Narrative in People
Focus on employee and stakeholder experiences over policy checklists. Share authentic stories, spotlight team members, and connect initiatives to real outcomes. - Equip Leaders to Communicate Confidently
Ensure your C-suite and people leaders have the tools and messaging frameworks they need to speak authentically and consistently about company values. - Audit and Evolve Your Messaging
Now is the time to refresh outdated language, align internal and external voice, and update brand materials to reflect today’s climate—without abandoning your commitments. - Anchor Inclusion to Performance
Talk about inclusive workplace practices the way you’d talk about innovation, growth, or strategy—because it’s all connected. Inclusion supports engagement, retention, innovation, and resilience.
Why Baker?
At Baker, we help brands clarify their voice, elevate leadership communications, and shape messages that are bold, credible, and human. Our expertise spans employer branding, corporate reputation, leadership visibility, and culture transformation—and inclusion is a common thread across them all.
“We’re not advising clients to avoid the conversation. We’re helping them own it—with clarity, empathy, and strategic alignment. That’s what modern leadership looks like.”
Let’s Talk About Where Your Message Stands
Is your brand’s inclusion narrative aligned with your values, clear, credible, and propelling your 2025 expectations?
Let’s find out—together.
Schedule a discovery session to explore how your brand can lead with purpose, earn trust, and grow stronger through change. Use our form, below.