United Kingdom – Under intensifying political scrutiny, corporations in both the United Kingdom and the United States are strategically rebranding their diversity, equity, and inclusion (DEI) programs to avoid public and political backlash, according to senior figures in the corporate sector.
As political discourse around DEI becomes increasingly polarized, many companies—particularly those with global footprints—are adopting new terminology and restructuring roles to maintain core inclusion principles under less controversial labels such as “wellbeing,” “culture,” or “people strategy.”
Paul Sesay, CEO of the National Diversity Awards, noted a significant trend: “It’s rebranded to ‘wellbeing’, ‘belonging’ and ‘culture’. Even with roles, it’s no longer heads of DEI, it’s heads of culture, heads of people, heads of wellbeing. They’re embedding diversity while removing the word itself.”
For corporations, the shift reflects a tactical reframing rather than an abandonment of values. With the Reform Party in the UK pledging to cut DEI efforts in public institutions—and parallel rollback signals from the U.S., particularly under the Trump administration—many businesses are opting for quieter, internally focused integration.
This repositioning has strategic implications for stakeholder communications and employer branding. According to Noreen Biddle Shah, founder of financial sector initiative Reboot, “DEI has become a politically charged term. Not only do fewer organisations want to partner with us, but they’re also discouraging their own employees from speaking out.”
The challenge is particularly acute in U.S.-headquartered companies, which are reportedly removing the term “diversity” from all public-facing materials, while maintaining internal programs under redefined scopes.
Despite the sociopolitical pressure, legal frameworks in the UK—such as the Equalities Act—continue to provide a foundation for inclusion strategies. Still, many firms are choosing to future-proof their initiatives by embedding them into broader cultural transformation agendas.
As companies navigate the evolving landscape, DEI leaders are urged to focus on outcome-driven metrics and discreet, high-impact initiatives that resonate with long-term business values, without triggering politicized resistance.
For global organizations, the key lies in preserving substance while evolving language—ensuring inclusive practices remain core to talent strategy, risk management, and stakeholder engagement in a climate of heightened sensitivity.
