Now Is Not the Time for Brands to Be Silent

Why the “quiet exit” from DEI is tempting — and why we must resist it

At Brand by Me, we recently made the decision to quietly pull back from a programme we had been planning and had launched with great enthusiasm. It was something we believed in deeply — and judging by the 60 people who attended the virtual launch, we weren’t alone.

But after the initial excitement, momentum faded. People we expected to engage didn’t follow up. Interest stalled. The energy we’d poured in didn’t result in action. We sent out a survey to understand why… and got zero responses.

Eventually, we made the call: we took down the landing page, quietly notified the handful who were still engaged, and moved on.

No announcement. No post-mortem. Just a quiet exit.

And that’s when we realised — this is exactly how many organisations are treating their DEI work.

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From public commitments to quiet withdrawals

Over the last few years, we’ve seen businesses make loud, proud commitments to equity, inclusion, and anti-racism. There were statements of solidarity, new initiatives, bold strategies, and even bolder language.

But as time passed and pressure to show "business value" increased, many of those commitments began to fade. Interest from internal stakeholders waned. Programmes became harder to justify. Teams were disbanded. Budgets reallocated. Words like “equity” and “inclusion” started disappearing from websites and comms.

And just like that, the quiet exits began.

No transparency. No accountability. Just the quiet, calculated retreat into the safety of business as usual.

Here’s the key difference

At Brand by Me, stepping back from one programme didn’t mean stepping back from the work. Our commitment to anti-racism, anti-oppression, and equity remains central to everything we do.

We adjusted our approach, yes. But our values haven’t changed. Because we’re not in this for the optics or the trend cycles. We’re in it for lasting, structural change — even when it's hard, unpopular, or really, really challenging.

But not every brand can say the same.

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What can your brand do to stop the quiet exit — or reverse one?

We work with organisations who want to turn good intentions into lasting action. And here’s what we know: it’s not too late to re-engage. Here’s how:

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1. Keep doing the work — even if the label changes

Many corporate DEI efforts were never about systemic change; they were about making equity work palatable. Don’t get caught up in the language. Whether you call it inclusion, justice, belonging, or something else — stay focused on the impact.

2. Use your power intentionally

You don’t need a dedicated DEI team to drive change. Every business decision — who you hire, who you buy from, who you partner with — is an opportunity to act in service of equity. Own that power.

3. Find your people — and stay accountable

This work can’t be done in isolation. Surround yourself with others who share your values and are just as committed to change. Share your progress. Learn together. Hold each other to account — with no excuses.

Here’s how we support brands

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What’s next for us?

We’ve shifted focus to build the next phase of our Anti-Racist Brand platform — a space for brands that want to do this work meaningfully and sustainably. If you're a paid subscriber, you’ll get access to the beta version later this year.

We’re not going quiet. And we hope you won’t either.

Because when it comes to equity, justice, and building better brands, silence is complicity — and we all have a role to play.

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It’s time for brands to be bold - are you ready?

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