DEI: Understanding the Why

I try to stay away from politics at Blue 2 Media, although anyone who works with our company knows where I stand—and I do so proudly. DEI has become a political football, but what makes me shake my head in surprise is that it’s working. Many companies are dropping their DEI policies, which, in my mind, is nothing more than bad business. I lay it out here and ask you, at the end of reading it, to put pen to paper (yes, data says that is the best way to think smart) and lay out how your business has changed due to shifting American demographics—and how it will continue to change moving forward.

The Trump administration has embarked on a concerted effort to dismantle Diversity, Equity, and Inclusion (DEI) programs across federal agencies, educational institutions, and private corporations. This initiative is driven by a belief that DEI programs foster division and discrimination, undermining a merit-based society. President Trump has labeled these initiatives as "discriminatory" and "anti-American," asserting that they contribute to government inefficiency and propagate a far-left agenda. In a series of executive orders, he has mandated the elimination of all federal DEI programs, placed related staff on administrative leave, and revoked affirmative action policies established since the 1960s. The administration has also threatened to withdraw federal funding from states and institutions that fail to comply with these directives, emphasizing a return to traditional hiring and operational practices.

Critics argue that the administration's actions are rooted in a fear of changing demographics and a desire to maintain existing power structures. By targeting DEI programs, the administration appears to be responding to concerns that such initiatives may disadvantage certain groups or challenge long-standing societal norms. I would say they want a white America, and fortunately for my political leanings, that ship has sailed. Their approach has led to significant disruptions, including delays in military promotional exams and the rescission of federal grants for educational programs aimed at supporting underrepresented communities. While the administration contends that these measures will enhance efficiency and unity, opponents warn that dismantling DEI efforts could reverse decades of progress toward inclusivity and equal opportunity in American society.

Let's make sure we understand what it is, where it comes from, how it has worked, and how trying to dismantle it does nothing more than weaken business success.

Understanding DEI: It’s Not What You Think

Diversity, Equity, and Inclusion (DEI) is one of the most misunderstood concepts in business today. To some, it has been reduced to a political buzzword, an initiative meant to give “a leg up” to people of color at the expense of qualified white candidates. But that’s not what DEI is. In fact, it’s the opposite.

DEI exists because, for generations, business was built on an unspoken rule: If you were white, well-connected, and reasonably competent, you had an open door. If you were equally (or more) qualified but Black, Latino, Asian, Indigenous, or part of any marginalized group, you had to be extraordinary just to get a foot in the door. DEI isn’t about lowering the bar—it’s about ensuring that the bar isn’t being raised arbitrarily for some while others waltz over it unchecked.

Where DEI Comes From

While diversity efforts have been around for decades, the modern concept of DEI gained traction in the 1960s with the Civil Rights Act, which outlawed discrimination based on race, color, religion, sex, or national origin. Affirmative action policies followed, aimed at leveling a playing field that had been tilted for centuries. But DEI, as we discuss it today, really took off in the corporate world in the 1990s and 2000s, as businesses realized that diverse teams weren’t just about fairness—they were about results.

Why DEI Works

Here’s what the data tells us:

• Companies with diverse leadership teams are 36% more likely to outperform their industry peers in profitability. (McKinsey & Co.)

• Firms in the top quartile for racial and ethnic diversity are 33% more likely to outperform on profitability. (Harvard Business Review)

• Diverse teams make better decisions 87% of the time compared to non-diverse teams. (Cloverpop)

  
  

And yet, the real proof isn’t in the statistics—it’s in the companies we know and the leaders who have transformed industries by bringing in perspectives beyond the usual echo chamber.

The Companies That Prove the Point

1. Netflix

Netflix isn’t just a streaming service; it’s a masterclass in knowing its audience. When the company made DEI a strategic priority—hiring Black, Asian, and Latino executives and investing in diverse content—it didn’t just check a box. It created global hits like Squid Game, Bridgerton, and When They See Us. Each of these shows resonated deeply with different audiences and generated billions in revenue.

2. Nike

When Nike stood behind Colin Kaepernick, many saw it as a political risk. But Nike knew its market: young, diverse, and socially conscious consumers. Not only did its DEI-driven marketing strategy strengthen brand loyalty, but its Dream Crazy campaign boosted sales by 31% in just a few weeks.

3. Apple

Apple’s executive team is still predominantly white and male, but the company has embraced DEI in key ways, particularly through inclusive hiring and product design. The accessibility features built into iPhones—voice control, real-time text, customizable display settings—were designed with a diverse range of users in mind, making Apple’s products essential for millions who might otherwise have been excluded.

The People Who Get It—And Lived It

• Bozoma Saint John – The Brand Visionary Who Made Marketing More Inclusive

  

  As the former CMO of Netflix and Chief Brand Officer at Uber, Saint John turned marketing into a cultural statement, making brands more human, more relevant, and more profitable.

  
  

• Robert F. Smith – The Investor Who Built a Fortune on Inclusive Business

  

  The billionaire investor and founder of Vista Equity Partners has built his fortune by investing in companies that prioritize inclusion—not just because it’s right, but because it works.

  
  

• Rosalind Brewer – From DEI Hire to CEO

  

  Brewer grew up in Detroit, the youngest of five kids in a working-class family. She was hired into a DEI pipeline program at Kimberly-Clark, a company that saw potential in young Black professionals at a time when corporate leadership was overwhelmingly white. That program set her on a path that led to executive roles at Walmart, Starbucks, and ultimately, the CEO position at Walgreens. She has said, “I never saw myself at the top until someone else did. That’s the power of access.”

  
  

• Omar Johnson – The DEI Hire Who Made Beats a Billion-Dollar Brand

  

  Johnson didn’t have the Ivy League pedigree of most CMOs, but what he had was a deep understanding of culture and storytelling. When Beats by Dre was looking to expand, they took a chance on Johnson, an under-the-radar marketing talent. That chance paid off—he built campaigns that turned Beats into a cultural phenomenon and helped Apple acquire the company for $3 billion. Johnson credits DEI with giving him a shot he might not have gotten otherwise. “Diversity isn’t about charity—it’s about talent. And when you ignore talent, you lose.”

• Cynthia Marshall – The DEI Leader Who Changed the Mavericks

  

  As CEO of the Dallas Mavericks, Marshall transformed a toxic workplace culture by embedding DEI into every aspect of the organization. Billionaire owner Mark Cuban specifically sought her out, knowing the team needed a radical change. Marshall’s leadership didn’t just clean up the culture—it turned the Mavericks into one of the most inclusive organizations in sports, proving that DEI isn’t just about good PR; it’s good business.

The Future of DEI

DEI isn’t just about opening doors; it’s about what happens once those doors are opened. Brewer, Johnson, and Marshall didn’t just succeed—they made the companies they worked for more innovative, profitable, and respected.

The bottom line? The market isn’t what it used to be. The U.S. is on track to be majority nonwhite by 2045. If your business strategy still assumes that success means selling to white people with white leadership making the decisions, you’re already behind. DEI isn’t just a moral imperative—it’s a competitive advantage.

This isn’t about charity. It’s about making sure the best people—regardless of their background—get the opportunities they deserve. And when they do, companies don’t just survive. They thrive.

— Christine Merser

Christine Merser has been a leading marketing strategist for over thirty years, working with companies, politicians, and individuals to achieve groundbreaking success. Her innovative strategies and forward-thinking approaches have inspired others to redefine how they reach their marketing goals. Known for her curiosity, creativity, and ability to adapt to ever-changing landscapes, Christine continues to shape the future of marketing with fresh perspectives and actionable insights.