In recent years, diversity, equity, and inclusion (DEI) have become buzzwords in the retail industry. Brands have released public statements, launched inclusion campaigns, and pledged to hire more diverse talent. But for many customers and employees, these promises have started to feel more like marketing than meaningful action. The question is: Are companies truly committed to DEI, or are they simply trying to protect their image? Here’s how to spot the difference.
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Public Statements Without Substance
One of the first signs of performative DEI is a highly publicized pledge with little follow-through. It’s easy for a brand to release a statement after a controversy or social movement, but not all back it up with real initiatives. Companies may say they stand for justice and inclusion, yet fail to release progress reports or allocate meaningful budgets for change. Without transparency and accountability, these efforts are often just symbolic. Customers have grown wise to empty statements and are demanding more.
Diverse Marketing, But Not Leadership
Retailers frequently highlight diversity in their advertisements, but many fail to reflect that same diversity behind the scenes. A company may feature multicultural models in its campaigns while its executive board remains overwhelmingly homogeneous. This gap between image and reality raises questions about a brand’s true values. Real DEI means elevating underrepresented voices at every level, not just using them for visual appeal. Shoppers increasingly want to see leadership reflect the communities they serve.
Inconsistent Workplace Culture
Even companies with diversity programs can fall short if they don’t create a truly inclusive environment. Employees may report microaggressions, unequal opportunities for advancement, or a lack of support despite the company’s public DEI claims. Reviews on job boards often paint a clearer picture of a company’s internal culture. Without active listening and structural change, a brand’s diversity initiatives can quickly lose credibility. For DEI to work, it must go beyond training sessions and into the core of company values.
Hiring Trends That Don’t Match the Message
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Another red flag is when hiring data doesn’t reflect a commitment to diversity. Some brands announce inclusion efforts but fail to recruit and retain people from marginalized backgrounds. Hiring one or two individuals in junior roles isn’t the same as building a diverse and equitable workforce. Companies that are serious about DEI set clear goals and track their progress over time. Transparency in these numbers shows whether the company is putting in the work.
When a retailer is genuinely committed to DEI, it becomes visible in every part of the business—from hiring and promotions to supplier partnerships and customer engagement. Shoppers are no longer satisfied with lip service; they expect brands to show up in meaningful ways. The brands that lead in DEI are the ones willing to be held accountable, share their growth, and create space for everyone. Anything less is just PR.
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