DEI (Diversity, Equity, and Inclusion) Evolved into a Political Spectacle. However, Politicking Eternally Diverged from the Core Objective
2023 NHL's Shift in Pride Jersey Policy Amid Player Protests
In the dynamic world of professional sports, the NHL recently reassessed its stance on Pride jerseys, all thanks to a small group – less than 1% – of players refusing to wear them. This isn't an accurate depiction of public opinion. A survey revealed that more than double the number of people (approximately 39%) view a brand favorably due to Pride participation, versus the 17% who hold a negative opinion.
Brand endorsements like those of Colin Kaepernick and Nike, or Pattie Gonia and North Face, illustrate the power of a brand that stands firm on its declared values. Post-election, the advertising industry finds itself contemplating the future of Diversity, Equity, and Inclusion (DEI) initiatives, aimed at catering to a wider audience and fostering equity.
The DEI Journey: Where We Stand and Where We Are Heading
Diversity, Equity, and Inclusion (DEI) practices in advertising continue to gain momentum, despite occasional hiccups and legal battlegrounds. Companies are increasingly recognizing the advantages of an inclusive approach, which not only squares with social responsibility but also boosts brand value and consumer loyalty.
Key Developments
- Profitable Inclusion: Research by the Unstereotype Alliance and the Oxford Future of Marketing Initiative (FOMI) shows that inclusive advertising enhances profits, sales, and brand perception.[1][5] This debunks the myth that DEI initiatives adversely affect business.
- Power of Consumers: Consumers, more than ever, back inclusive brands, with 62% being more likely to purchase from such brands and a 15% increase in loyal shoppers.[1] Brands that abandon DEI efforts may face customer backlash.
- Legal and Regulatory Landscape: The Equal Employment Opportunity Commission (EEOC) issued guidelines in 2025 to help employers dodge unlawful discrimination during DEI initiatives.[2] A recent Executive Order hints that some DEI policies may contravene federal civil rights laws, potentially influencing how companies implement DEI strategies.[4]
- Marketing Trends: Leading brands are attending summits to underscore the value of inclusive advertising, viewing it as both a moral responsibility and a strategic business move.[5] This indicates that DEI remains a strategic priority in the advertising industry.
Looking Ahead
DEI in advertising is projected to persist and become more mainstream. While legal obstacles and controversies may persist, the business case for inclusivity strengthens. As consumers favor inclusive brands, companies are likely to prioritize DEI practices to maintain market advantage and uphold brand reputation.
The NHL Pride jersey controversy and the 2022 election serve as reminders of the complexities and challenges in tackling DEI initiatives. However, these events do not appear to have shaken the industry's commitment to inclusive practices. As the regulatory landscape evolves, companies may need to modify their DEI approaches to meet legal expectations.
- The NHL's controversy over Pride jerseys underscores the importance of public opinion, as a survey shows that more than double the number of people view a brand favorably due to Pride participation, compared to those who hold a negative opinion.
- In the realm of sports, the influence of a brand standing firm on its declared values is evident, much like how Pattie Gonia and North Face have shown through their endorsements, and the NHL, despite the Pride jersey controversy, could potentially benefit from such solidarity.
- General-news and politics have impacts beyond their immediate spheres, as demonstrated by the post-election contemplation of DEI initiatives in the advertising industry. Companies are engaged in shaping a more inclusive future, which not only promotes social responsibility but also boosts brand value and consumer loyalty.
- Sports, advertising, and politics all intersect in the dialogue on DEI, with the industry taking strides towards profitable inclusion, consumer support for inclusive brands, and navigating legal and regulatory landscapes to uphold inclusivity as a strategic priority.
