Don’t’ Back Down; Double Down on DEI Investments

Starbuck's attacks on companies that embrace inclusion reinforce an unfortunate tendency in capitalism: the pursuit of short-term profits and individual self-interest at the expense of long-term success and sustainability. These efforts stoke fear, encouraging companies to abandon their DEI commitments to avoid controversy, boycotts, or negative media attention. The reality is, however, that yielding to this pressure risks far greater damage -- not just to corporate reputations, but to the competitiveness of American businesses in the global marketplace.

The Moral and Economic Imperative of Inclusion

The growing Gen Z workforce -- more diverse than any generation before -- is driving this country’s economic and cultural future. The U.S. Census Bureau projects that by 2045, America will become a majority-minority nation. These demographic shifts require businesses to invest now in talent acquisition and development that reflect this diversity. Without addressing the inequities embedded in 250 years of American history, we risk alienating the next generation of talent and consumers who are demanding meaningful progress toward fairness and opportunity.

Research conducted by the MediaVillage Education Foundation, which I founded in 2009 with the launch of AdvancingDiversity.org, underscores the value of sustained investment in DEI. Companies that have prioritized inclusive cultures consistently report higher levels of employee engagement, retention, and performance, and there is abundant data linking diverse workforces to greater innovation and profitability. Investing in diverse talent is not charity -- it’s a competitive advantage, essential for business success in a globalized economy where companies from Europe to Asia are committed to nurturing their workforces.

I remain steadfast in this commitment. But in response to evolving challenges, we’ve rebranded the Advancing Diversity Hall of Honors as the MediaVillage Leadership Honors. This shift reflects a broader focus on leadership excellence, but the core mission remains the same: ensuring the media and advertising industries recognize that sustainable growth and innovation are impossible without a deep commitment to diversity, equity, and belonging.

The Consequences of Corporate Retreat

Recent actions by companies like Tractor Supply, John Deere, and Harley-Davidson, who have scaled back DEI efforts after being targeted by Starbuck, reveal a disturbing pattern. Capitulating to social media attacks sends a signal that fear and division will dictate corporate priorities. This retreat threatens not just the social progress DEI programs were designed to foster but also the competitive position of American businesses in a global marketplace where diversity is celebrated and strategically harnessed.

I am also concerned by the scaling back of investments in non-profit initiatives like those led by MediaVillage, which have long been underfunded. This shift threatens reductions across the industry, including efforts by the Association of National Advertisers (ANA) with its AEF and AIMM programs, and the 4A’s DEI initiatives. Even major investors like Meta, Google, and others are scaling back their commitments, putting decades of progress at risk.

The Danger of Corporate Complacency

The economic vitality of American corporations depends on their ability to adapt to demographic and cultural shifts. Companies that fear Starbuck’s offensive or anticipate backlash must resist the temptation to retreat. Instead, they should double down on their DEI efforts. Preparing for a Starbuck-style “attack” should not mean abandoning principles but standing firm in the belief that an inclusive workforce is key to long-term prosperity.

Yes, there are risks in DEI investment -- just as there are risks in any business decision. But history shows that those who stand on the right side of progress are the ones who ultimately succeed. American businesses must recognize that shrinking from DEI initiatives in the face of short-term pressures will only open the door to future vulnerabilities. The companies that flourish will be those that embrace diversity and inclusion as essential to their DNA, rejecting the fear-based rhetoric of figures like Starbuck in favor of building workplaces -- and brands -- that reflect the future.

A Call to Action for Corporate Leaders

I urge corporate leaders to stay the course. Embrace inclusion and belonging not just as buzzwords but as core business strategies. Recognize that pulling back from DEI is not a neutral act -- it actively undermines both social progress and economic competitiveness. Now is the time to lead with vision and courage, not retreat in fear. As we look to the future, the companies that thrive will be those that invest in human capital, foster belonging, and prepare their workforce for the challenges and opportunities of tomorrow.

Robby Starbuck may think he’s winning by stirring up controversy and pressuring companies to abandon DEI. But in reality, these efforts only serve to weaken America’s long-term economic position. Leaders in media, advertising, and beyond must not only reject this divisive agenda but reaffirm their commitment to a future in which equity, belonging, and opportunity are cornerstones of business success.

The path forward is clear: Invest boldly in the workforce of tomorrow, embrace diversity as a strategic imperative, and lead with courage in the face of fear. American companies have the potential to build a more equitable, innovative, and prosperous future -- but only if they stay the course. As someone who has witnessed and advanced these efforts for decades, I remain committed to this vision -- and I urge my colleagues to do the same.

This commentary was originally published at The Media Ecologist Substack columnhttps://open.substack.com/pub/themediaecologist/