What: Amidst heightened political scrutiny, organisations are considering renaming their Diversity, Equity, and Inclusion (DEI) programs to ensure sustainability while continuing to foster inclusive workplaces.

Why it is important: As the current US administration targets DEI initiatives, renaming or reframing these programs could help organisations maintain their commitments to fairness and inclusion while mitigating legal risks and avoiding political backlash.

DEI programs have come under intense scrutiny in the United States following new executive orders from President Trump’s administration, which aim to dismantle federal diversity initiatives and discourage private-sector DEI efforts. Many organisations are contemplating renaming their DEI programs to avoid political and legal challenges while preserving their core objectives. The article highlights that renaming DEI—adopting terms like "Culture and Belonging" or "Opportunity and Access"—may offer a strategic way to embed inclusion within broader business strategies, ensuring these efforts continue to thrive under less controversial branding. However, the risks of perception and trust erosion among employees and stakeholders remain, and transparency in communication is vital. The shift to more integrated or rebranded DEI initiatives—what the article terms "Quiet DEI"—reflects a strategic evolution to sustain inclusive progress in a challenging environment.

IADS Notes: The retail industry's response to DEI challenges has evolved significantly since late 2024. In November, Walmart pioneered a strategic approach by maintaining inclusion practices while modifying terminology, achieving strong market performance. By January 2025, Amazon had rebranded its initiatives as "Inclusive eXperiences and Technology", while luxury brands maintained explicit DEI commitments. The emergence of the FAIR framework (Fairness, Access, Inclusion, and Representation)demonstrates how retailers adapt to maintain inclusive practices while navigating complex political landscapes.

Is it time to rename our DEI programs?