Brand loyalty, reputation, and trust are among the most valuable assets a company can build. But in today’s climate —where corporate values face intense public scrutiny and DEI initiatives are increasingly politicized — leaders must navigate carefully.
Our goal was twofold: first, to assess whether employees clearly understand the purpose of DEI within their organizations; and second, to explore their beliefs about its impact on brand sentiment, innovation, financial performance, and career advancement.
Our survey results reveal that consumers increasingly expect companies to demonstrate sustained, authentic support for DEI. More than 80% of respondents believe a diverse, equitable, and inclusive culture helps expand professional growth opportunities for all employees.
Many also see DEI as a catalyst for innovation, with diverse leadership teams viewed as more likely to deliver breakthrough ideas and stronger financial results — a belief backed by research from McKinsey & Company¹ and Boston Consulting Group². Companies that retreat from DEI risk more than reputational harm — they jeopardize brand trust, customer loyalty, and long-term business success.
Methodology
We surveyed 500 US employees in diverse companies. These companies ranged in size from startups to Fortune 1000 companies and spanned various industries.
¹ McKinsey & Company, “Diversity Wins: How Inclusion Matters,” 2020.
² Boston Consulting Group, “How Diverse Leadership Teams Boost Innovation,” 2018