Sustainable, effective DEI strategy takes persistence, not speed. In other words, we’re running a marathon, not a sprint — and we’re doing it together.
By Brie Adderley
DH Associate Vice President
and Paj Nandi
DH Vice President of Equity & Multicultural Communications
Less than a year into a wave of federal and institutional rollbacks, the national conversation about diversity, equity and inclusion has sown confusion about the meaning of these words and villainized language meant to inspire belonging. DEI strategy for organizations feels more complicated.
The tactic is deliberate: to flood the zone with confusion and distraction, and exhaust those pushing for equity. By inundating public space with conflicting messages and rapid policy shifts, opponents of DEI make thoughtful engagement feel impossible. For those of us in strategic communications, this moment requires clarity, courage and consistency.
How to defend DEI initiatives and values? We recalibrate, model endurance, deepen relationships — and share ideas for how organizations can stay steady and strategic amid the noise. Here are some practices we’ve undertaken at DH and principles to help sustain your work.
Showing up for community and connection.
DH is a social impact agency that supports clients working for positive change. That includes supporting and implementing DEI strategies for organizations.
Within our own agency, we’re staying steady and connecting with others who believe this work is necessary. Connection is an antidote to confusion and uncertainty. By sharing what we’ve learned and creating space for one another, we restore perspective and power.
In public dialogue. Earlier this year, Paj joined the Seattle Metropolitan Chamber of Commerce and WE’RE for a “Recalibrate” program discussion about how businesses can create and sustain equitable workplaces in today’s climate. As he and others said, narratives and policy shape reality as much as direct action — and only a just society is a peaceful one.
In our own workplace. We hold protected spaces for our team to pause, reflect and be human together. These aren’t agenda-driven meetings. They’re opportunities to ask questions and acknowledge how national events and actions affect us and those we serve.
In our networks. DH recently convened a circle of business, civic and community leaders at our Seattle office to share how we’re each navigating the moment. This conversation reminded us that collaboration, not competition, builds resilience — and that connection multiplies capacity. We’re continuing to host and join conversations that illuminate the path forward.
In our partnerships. In support of our clients, we continue to engage and partner with community-based organizations to address public health, economic and environmental challenges. Investing in these partnerships strengthens local capacity, builds trust and yields long-term impact.
A marathon, not a sprint.
Business and community leaders across the country are refusing to give up and choosing instead to listen, adapt and lead with integrity as they learn more about how to defend DEI initiatives. Sustainable, effective DEI strategy for organizations requires persistence and intention, not speed.
Consistent practices, rather than any “quick fix,” sustain a meaningful response to the current climate.
Engage when and where you can. Every organization’s ability to speak or act will vary. What matters most is consistency, not volume.
Take breaks. Burnout is real and counterproductive. Strategic breaks preserve energy and ensure communications remain intentional, not reactive.
Be a trusted source of accurate information. Reliable, clear and consistent communication builds trust with partners, communities, clients and customers in uncertain times.
Share the work. Leadership in equity is collective. Take turns carrying the load. This ensures that no one voice dominates and that the work reflects multiple perspectives and lived experiences.
Invest in resistance. Resistance can be quiet. It doesn’t always require confrontation. It can mean holding the line on values, choosing not to amplify harmful narratives or refusing to normalize divisive language.
Stand for the truth. In a landscape clouded by misinformation and fear, clarity is courage. Tell powerful stories rooted in evidence and empathy and centered on facts.
Leading together with strength.
The backlash to DEI work and principles is real, but so is the collective strength of those committed to these values. Together, we can resist divisive and harmful narratives, lift authentic voices, and tell stories that move us toward a more just and inclusive future.
Because meeting the moment means standing firm in our values, even when the ground beneath us shifts.