The Conservative Case for DEI

I used to call myself a Conservative. Then I studied political history, and I realized that I’m a Classical Liberal. A John Locke-style Liberal. A Liberal that celebrates and prioritizes the freedom of the individual to choose his own way in life. A Liberal in the truest definition of the word. I still find affinity with many of the ideals exemplified by today’s self-titled Conservatives, and until recently, that included a suspicion and distrust of Diversity, Equity, and Inclusion (DEI) initiatives.

Conservatives tend to dismiss DEI efforts as a form of reverse discrimination, and, taken to extremes, they could be. Conservatives argue that making diversity a priority may lead to preferential treatment based on race, gender, or other factors, and this, they say, contradicts the principle of equal opportunity. Other claims include sentiments opposing “wokeness” or political correctness. It has been argued that DEI programs actually foster division by emphasizing divisive identity over shared values.

Over my podcast-listening experience, my consumption has shifted from almost exclusively Conservative political commentary to include science, technology, philosophy, finance, religion, general interest, and business, pushing out all political commentary completely. As a result, I have come to a much broader understanding of DEI, and I have come to a completely different opinion: DEI is good for business, which means it’s going to be good for most of the country. DEI is not about meeting racial quotas. There may be racial quotas enforced in some organizations, but that is exactly the opposite of DEI. DEI can unlock market potential, foster innovation, improve vendor and materials acquisition, and enrich the workplace experience.

The Business Case for DEI

We are a global society now. Markets are global. That means customers are global. There are several ways that DEI contributes to reaching a broader customer base and understanding diverse markets. First, DEI efforts can foster cultural competence in an organization, enabling the organization, and the individuals within it, to engage effectively with people from diverse backgrounds. That effective engagement is important to mutual understanding and collaboration. By valuing diverse perspectives and experiences, companies are better able to understand the nuances of different markets. They can tailor products and marketing strategies to resonate with many different audiences.

Another benefit of DEI initiatives is access to more varied insights and knowledge about consumer behavior. Employees from different backgrounds can identify market gaps, shopping and consumption preferences, and emerging trends that might be missed in a homogenous environment. A food and beverage company seeking to expand its market might benefit from employees sharing the flavor blends unique to their own cultures. A skincare company can provide products that address concerns outside of the current population segment it serves.

Finally, although it may not resonate with hardcore Conservatives, companies that prioritize DEI are able to build a more positive brand reputation. As consumers, we vote with our dollars; when you choose a company that demonstrates a commitment to DEI practices over a very similar company that doesn’t, you send a message to both companies.

Bringing together diverse perspectives can drive innovation and allow a company to create products that cater to a wider audience. Diverse teams bring together a variety of viewpoints, experiences, and problem-solving approaches. When people from different backgrounds collaborate, they spark creative synergy, and fresh ideas emerge. Additionally, diverse perspectives can enhance user-centric design. Different user groups have different needs, preferences, and pain points. By understanding the differences, companies can create completely different lines in their current products, or even introduce different products to enhance the current offerings. Finally, we are a global marketplace now. It’s more important than ever to understand diverse consumer segments. One of the best ways to do that is with a diverse team, whether or the company is considering markets in the team members’ populations.

CASE STUDIES

Even if you don’t wear Spanx products, you probably know someone who does. (They’re terrific, by the way.) Sara Blakely was seeking to solve a dilemma well-understood by many women. We like to wear pantyhose under our pants, because it smooths the lines and makes it easier to get in and out of the pants. However, when we wear sandals, we’d prefer not to have the pantyhose going all the way to our feet. Ms. Blakely cut a pair of pantyhose to the ankle and pitched the idea to several clothing brands. There couldn’t have been any women among those decision makers. There just couldn’t have been. None of the brands took the idea seriously, so Sara developed and launched the products herself, and the rest, as they say, is history. Several clothing brands are now regretting their decision.

Rihanna, best known as a performer, has created a line of makeup that covers a very wide range of skin tones. Many makeup lines offer a “somewhat” diverse line of tones, but her line offers 40 shades. Her listening audience includes fans from many backgrounds, so offering so many shades was a smart move.

In another example that may not completely resonate with deep-seeded Conservatives, we have Bubba Wallace, the first full-time African-American NASCAR driver in our time. NASCAR has been the motorsport of the south, and the Confederate flag has been part of its culture. Wallace’s activism lead to the removal of the Confederate flag, which ruffled some feathers, but that removal also brought in more diverse viewers, sponsors, and advertisers.

Overcoming Misconceptions

It’s important to understand that DEI initiatives are not quotas and they don’t eliminate meritocracy – at least, they don’t have to. It’s possible that a badly managed program may do exactly that, but a well-formed plan will still allow room for the advancement of the highest performers. DEI is about recognizing and leveraging untapped potential, not lowering standards. When a company is considering two candidates for a position, the overall benefit to the company is what matters. Two similarly-qualified candidates may advance in the interview and selection process to a point at which a decision must be made. If one candidate brings a diverse point of view to the company in an area in which the company is seeking to expand or improve its posture, it is not inappropriate to select that candidate for the position. It’s not discriminating against the “non-diverse” candidate – it’s a matter of seeking the best candidate for the aims of the company.

I’m willing to hear you out if you disagree – as long as you’re respectful. (This is my blog, I pay the bills for it, and I get to moderate all the comments before anyone else sees them – so be respectful.) I’d also like to hear of any examples you have in support of DEI. I’ve made a new decision based on new information I received.