The concepts of Diversity, Equity, and Inclusion (DEI) have been heralded as transformative tools for modern business success. Yet, beneath the glossy presentations and corporate press releases, DEI initiatives often fail to deliver measurable improvements in performance, consumer value, or shareholder returns. For food and beverage brands, where competition is fierce and success hinges on quality, innovation, and consumer trust, the implementation of DEI principles frequently creates inefficiencies that hinder growth and long-term profitability.

I read this article from @adweek and I have some thoughts: https://www.adweek.com/agencies/dei-has-been-politicized-but-politics-was-never-the-point/

DEI: An Unproven Strategy

Proponents of DEI often claim that diversity leads to innovation, better decision-making, and improved business performance. However, these claims frequently lack rigorous empirical support:

1. Performance Impact: Studies attempting to link diversity with profitability often fail to establish causation, relying instead on surface-level correlations. A deeper look reveals that successful companies often attract diverse talent—not that diversity itself creates success.

2. Internal Strain: Prioritizing DEI over performance metrics fosters resentment among high-performing employees, diluting morale and teamwork.

Business Success Hinges on Merit, Not Ideology

In competitive industries like food and beverage, the metrics that matter are innovation, customer loyalty, and operational efficiency. From my work with leading brands, it’s clear that thriving companies focus on quantifiable results, not ideological conformity. I’ve seen this face to face and some of the poor hiring/promotion decisions are happening right in front of us, today.

Key practices for success include:

• Merit-Based Hiring: Evaluate candidates based on demonstrated performance and measurable results.

• Consumer-Driven Strategies: Invest in understanding and responding to consumer needs, not political trends.

• Efficiency in Operations: Streamline production and reduce costs, ensuring resources are directed toward delivering superior products.

The Trojan Horse of “Equity”

At the heart of DEI lies an insidious concept: equity. Unlike equality, which guarantees everyone a fair chance to succeed, equity demands equal outcomes regardless of effort, talent, or achievement. This ideology is a Trojan horse for communist principles, designed to redistribute resources from those who earn them to those who do not.

1. Equality vs. Equity:

• Equality ensures a level playing field where opportunities are accessible to all. It rewards hard work, innovation, and determination.

• Equity, by contrast, undermines personal responsibility by redistributing property, wealth, and positions to achieve sameness of outcome.

2. The Cost of Equity:

Equity denies the core principle of meritocracy: if you don’t earn it, you don’t deserve it. By prioritizing equal outcomes, businesses risk rewarding mediocrity and punishing excellence. This approach inevitably leads to lower performance and erodes the work ethic that drives innovation and growth.

3. Historical Parallels:

Equity mirrors the failed communist experiments of the 20th century, which decimated economies and crushed individual freedoms under the guise of fairness. Business leaders must recognize equity for what it is: a dangerous ideology that prioritizes politics over performance.

Why DEI Fails Businesses

DEI policies often lead to counterproductive outcomes for businesses and consumers alike:

1. Lower Standards: Hiring or promoting based on identity markers rather than merit often results in unqualified candidates filling critical roles, which diminishes overall performance.

2. Consumer Alienation: Misguided DEI campaigns, like Bud Light’s 2023 advertising debacle, show how pandering to social agendas can alienate core customers and tank sales.

3. Legal and Financial Risks: Companies have faced lawsuits for reverse discrimination, tarnishing their reputations and draining financial resources.

Real-World Failures of DEI

Consider these cautionary examples:

• Retail Struggles: Target faced significant financial losses after introducing polarizing DEI-themed campaigns, losing the trust of key customer segments.

• Tech Industry Woes: Google’s DEI-driven policies led to internal tensions and resignations, disrupting productivity and damaging its brand.

• Higher Education Decline: Universities that prioritize equity over academic rigor face declining enrollment and waning alumni donations, illustrating how misplaced priorities alienate stakeholders.

Implications for Food and Beverage Brands

For food and beverage brands, where quality and consumer trust are paramount, the pitfalls of DEI are particularly severe:

• Disrupted Supply Chains: Applying equity principles in procurement can derail operations by prioritizing political considerations over performance metrics.

• Brand Reputation: Performative DEI messaging risks appearing inauthentic, undermining consumer trust.

• Talent Drain: A focus on quotas can drive away top performers who value merit-based recognition.

A Better Path Forward: Equality of Opportunity

Instead of succumbing to the hollow promises of equity, businesses must reaffirm their commitment to equality of opportunity. This approach ensures that:

• Talent Wins: The best-qualified individuals—regardless of background—fill critical roles.

• Innovation Thrives: High-performing teams can focus on solving problems, not meeting quotas.

• Consumers Benefit: Resources are directed toward creating superior products and services, rather than appeasing political agendas.

Building Better Businesses

For food and beverage brands to thrive, they must focus on strategies proven to drive success:

• Data-Driven Decisions: Use performance metrics to guide hiring, promotions, and investments.

• Accountability: Reward employees based on measurable contributions to business goals.

• Customer-Centric Approaches: Align branding and operations with the needs and values of your target audience.

Conclusion

DEI initiatives, particularly those rooted in equity, distract from the core principles that make businesses successful. Equity undermines merit, promotes mediocrity, and risks transforming thriving companies into vehicles for ideological experimentation.

For food and beverage brands, the stakes are clear: prioritizing equality of opportunity over equity ensures a future built on innovation, performance, quality, and trust. By rejecting the dangerous ideologies embedded in DEI and recommitting to proven, performance-based strategies, we can safeguard the principles that drive true success for businesses, consumers, and for everyone in society at large.

I am an Ad-Age, Emmy, Shorty, Telly, and Webby Award-Winning Social Media Strategist and Content Creator for outdoor lifestyle, adventure, travel, and recreation brands. Over two decades, I’ve honed my skills in digital storytelling and brand strategy, working with top-tier food & beverage brands like Topo Chico, Frito Lay, Costa Coffee, and more. My expertise lies in creating engaging digital content and crafting compelling narratives that resonate with audiences, elevate brand presence, and foster strong online communities.