Navigating DEI during a period of high polarization

Diversity, Equity, and Inclusion (DEI) and Environmental, Societal, and Governance (ESG) are tricky subjects for most companies. Political polarization seems to seep into topics that might not seem political.

For companies aiming to boost their DEI and ESG profiles, how should they navigate these waters? Long-term public opinion trends show that America has become far more tolerant on a wide range of social issues, even over the last few decades. Even so, DEI and ESG still remain dirty words for many Americans.

Below are five charts on how Americans have become more tolerant, but polarized and how brands can navigate these waters.

1. A different America. Though it sometimes may not seem like, given the turn anti-LGBTQ+ and restrictions on abortion have taken in the past few years, broadly speaking, the U.S. public has become a far more tolerant nation over the past few decades. For example, tolerance of women in politics, LGBTQ+ rights, and abortion access has dramatically increased compared to the 1970s and 1980s. The times they are a changin’.
2. New generations are more tolerant. America as a whole has become much more receptive to things like abortion access, even as abortion access in some states has declined. But notably, older generations, particularly the Silent generation and older, have seen little movement, while younger generations have driven much of the change.
3. Partisanship increasingly divides. While growing tolerance of abortion is mostly a trend across most demographics, partisanship is largest driver of changes (or a lack of change) in opinion. In particular, Republicans and Democrats have moved in opposite directions when it comes to abortion from 1977 to now.
4. Polarization on the rise. When it comes to abortion, the divide between Democrats and Republicans is getting higher. But this isn’t isolated to this issue alone. We find similar polarization trends across most a wide range of social issues. Another sign of the times: A divided America.
5. What does this growing tolerance mean for brands? In spite of these changes, most Americans actually want companies to remain neutral on political issues.

America is growing increasingly tolerant, but increasingly polarized. Where does this leave ESG and DEI initiatives? It’s important to remember that while politics are a no-go for most Americans in today’s highly polarized political environment, many feel brands and companies should bear some of the burden when it comes to solving various social problems.

That leaves companies caught in between many conflicting headwinds. Given that, it is essential for companies to understand their business, consumers, and employees to navigate the choppy, changing waters. But tread lightly.  Today’s polarized world is semantically fraught.