Part 1 - Rainbow Hushing: When Diversity Efforts Go Quiet

A troubling trend is emerging across corporate America. Organizations that once championed diversity, equity, and inclusion (DEI) are now pulling back—some quietly, others with a dramatic reversal. This phenomenon, which are referred to as "Rainbow Hushing," demands attention and accountability.

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What is Rainbow Hushing?

Rainbow Hushing is the latest evolution of corporate retreat from meaningful DEI commitments. It follows in the footsteps of "Rainbow Washing," where companies splashed Pride colors across their branding each June without making substantive changes to support the LGBTQ+ community. Now, as political and social pressures shift, many organizations are abruptly quieting or even abandoning their DEI efforts altogether.

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Rainbow Hushing takes two distinct forms:

• Complete Backpedaling: Some organizations, like McDonald's and Walmart, have scaled back DEI initiatives in response to claims that such efforts are discriminatory or even illegal. This reaction exposes a fundamental truth that these companies likely never embedded DEI into their core operations. One has to wonder if their commitments were surface-level, driven by public pressure rather than a genuine belief in the principles of diversity, equity, and inclusion.
• Strategic Reframing: Other organizations remain committed to DEI but are adapting their language and approach to sidestep controversy. These companies recognize that diversity is a reality, inclusion is a performance driver, and equity is about fairness and not favoritism. Rather than engaging in terminology battles, they continue the work under different branding, ensuring their initiatives remain intact even as external pressures mount.

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The Meaning of DEI

Let’s be clear on what DEI actually stands for:

• Diversity acknowledges the varied backgrounds and perspectives already present in our communities and workplaces. Our country is diverse. The issue is who holds power and access to opportunity.
• Equity ensures that everyone, regardless of background, has a fair shot at success. This is not about lowering standards. It is about removing systemic barriers that have historically kept certain groups from advancing.
• Inclusion means fostering environments where diverse voices are not only present but valued. Companies like JPMorgan, Costco and Apple, which have all doubled down on DEI, have seen stronger business results when all employees are fully engaged and valued.

When implemented correctly, DEI is about merit and fairness, not quotas or box-checking. However, many organizations failed at execution from the start. After George Floyd’s murder, we saw a flood of corporate statements and newly hired Chief Diversity Officers with no real power or resources. Many DEI initiatives were performative, leading to backlash from those who saw them as empty gestures and those who felt targeted by heavy-handed trainings that pointed to bias without support.

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The Shift in Language, Not Commitment

For organizations truly committed to DEI, the work is not stopping but instead it is evolving. Some are shifting their language to avoid political landmines while continuing their mission. 

Public health provides a useful parallel: to advance health equity, professionals get more specific and technical, grounding their work in data. Rather than solely invoking “health equity,” they highlight disparities that emerge when data is disaggregated by race, neighborhood, or gender and address the social conditions driving those disparities—what are known as the Social Determinants of Health. The commitment remains the same, but the framing becomes more precise and actionable for broader audiences.

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‍Staying the Course

Some argue that all forms of Rainbow Hushing are wrong and that organizations should resist, push back, and refuse to soften their stance. There is validity to that argument. But what matters most is that the work continues, ensuring that the principles behind DEI remain embedded in practice, regardless of the terminology used.

If an organization has seen firsthand the benefits of diverse teams, inclusive environments, and equitable policies, then getting caught up in debates over the term "DEI" is a distraction. As Toni Morrison put it, “The function, the very serious function of racism is distraction. It keeps you from doing your work. It keeps you explaining, over and over again, your reason for being.” Sometimes, the best thing to do is to stay out of the debate, put your head down and keep doing what you know is right.

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At the end of the day, Rainbow Hushing reveals who truly values DEI and who was merely following the trend. Those who believe in the power of diversity, equity, and inclusion, regardless of what they call it, will keep their foot on the gas. And those that abandon ship? They were never really on board to begin with.

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