How to talk internally about DEI changes

Since President Donald Trump was reelected in November, significant players in the private sector have taken steps to either significantly scale back or outright cancel these initiatives as the incoming administration took a hostile stance against DEI in general. For instance, social media giant Meta disbanded its DEI programs and ended its “Diverse Slate” approach to hiring qualified candidates from diverse backgrounds. Other organizations, like McDonald’s, have taken a slightly different path in its reduction of DEI aims, focusing on a more business-first approach that is somewhat agnostic to creating a deliberately diverse atmosphere.

As more and more companies cut back on their DEI efforts, they’re relying on communicators to share the changes being made with internal audiences. As a comms pro, it’s your job to function as a mouthpiece for the decisions the company makes. But there’s also an element of humanity that needs to come with the role, which makes discussing DEI cutbacks so difficult.

Tactics for talking about DEI rollbacks

For many communicators, sharing news of a DEI program cut is a difficult prospect. Having to look your colleagues in the eye and tell them the company is ending something they’ve poured so much of themselves into isn’t going to be fun for any normal person. But the communicator’s job isn’t always an easy one, and getting the message across clearly and in a timely fashion is imperative.

Danielle Veira, communications leader and CEO of Minerva’s Legacy Coaching and Consulting, told Ragan that communicators should seek to cut right to the heart of the message. In her capacity as a comms consultant in Washington D.C., she’s been a first-hand witness to how organizations and government entities are handling DEI cuts.

“You have to be crystal clear about what’s changing and why it’s changing,” Veira said. “How it will impact employees. People aren’t just looking for a statement; they need to understand the real impact on their day-to-day work.”

Veira provided some other guidelines for comms pros faced with breaking news of DEI cuts:

• Get leaders directly involved Veira recommends that communicators sit down with leaders when these decisions are made to refine how they’re talked about both internally and externally. “If you’re making a major change, your executives should be the ones delivering the message,” she said. “It shouldn’t just take the form of an HR memo.” Veira added that leaders across functions, including team managers, need to work with communicators to get their talking points in order. “If leadership isn’t aligned on how to talk about DEI rollbacks, employees will notice the inconsistencies—and that damages trust even more.”
• Empathy and framing matter. Even when handing down controversial or unpopular news, communicators don’t need to lose their sense of empathy. They need to be clear and firm, sure, but the human experience should still take precedence at work. “If your organization is making changes to DEI efforts, the way you communicate them should still reflect your core values,” Veira said. She also recommended that communicators frame the changes as an adjustment in priorities rather than a deletion of resources. These reframes can take the form of new messaging that emphasizes what the company does have, not what it’s eliminating. “The best way to approach this is by framing it as a shift, not a loss,” she said “Even if resources are being scaled back, what remains? What values and commitments are still intact?” For instance, in its internal memo about its own DEI rollbacks, McDonald’s said: “’Inclusion’ is one of our core values and in 2024 ‘we opened our doors’ to hundreds of millions of customers and two million crew people from all walks of life. Everyone is welcome under our Golden Arches, and this broad-based appeal is why McDonald’s is one of the world’s most beloved brands. We’re proud of our culture at McDonald’s, and we want to thank all of you for living our values.” That’s a great example of how you can simultaneously roll back on DEI efforts while keeping culture and values strong.
• You don’t have to sacrifice culture in a rollback. Although it may seem counterintuitive, DEI rollbacks can serve as an opportunity for communicators to reaffirm a company’s culture. Veira suggested that communicators should make space for dialogue about the changes by giving employees resources and channels to speak about them, such as a town halls. “There’s a difference between shifting strategy and abandoning values, she said “If your company is rolling back DEI efforts, be explicit about what your values still are and how they will show up in new ways.”
• Trust is the cornerstone. Amira Barger, professor of communications and change management at Cal State East Bay, told Ragan that communicators should take tangible steps to underpin trust. These include creating FAQ guides for the leaders and managers who will bear the brunt of the questions in a rollback. In addition, Barger suggested that communicators work with employee resource groups (ERGs) to monitor how changes affect employees on a more granular level and use that information to inform messaging.

Taking the next step forward

To keep positive relationships going with employees after a major cut, trust needs to be robust and ever-present. Communicators should be sure to show that they’re still an open ear for employees, no matter the decisions made on higher levels.

“Show employees that their leaders are still listening,” Veira said. “Show your people what support systems you do have in place for them, and create messaging around those.”

Barger said no matter the programs or initiatives that are subject to rollbacks, communicators need to be open and honest with the implications of it to keep trust levels steady.

“Employees turn to their company for reliable information more than they do the media, government, or nonprofits,” Barger said. “Silence creates space for speculation and distrust—so even in difficult moments, keep the lines of communication open.”

Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports and hosting trivia.