The Erasure of Progress: A Warning Sign for Marketers Too

Recent backlash against diversity, equity, and inclusion initiatives, as well as the rise of social purity tests, has left many wondering if progress made in recent years can be reversed. For marketers, this phenomenon raises important questions about the sustainability of social justice efforts and their impact on brand reputation.

Claudia Rankine’s new book, Triage, captures a somber mood, lamenting the failure of the dream of true equality for Black Americans. However, upon closer inspection, it becomes clear that this is not just about Black Lives Matter or social justice movements; it’s also about the power dynamics at play in our society.

The trajectory of progress was promising in 2014, when Rankine’s landmark work, Citizen, seemed to capture the mood of millions of Americans after the unrest in Ferguson, Missouri. However, as institutions struggled to adapt, a backlash against these efforts emerged. This backlash has affected not only social justice movements but also the very fabric of our society.

The 2024 presidential campaign and its aftermath have seen a deliberate attempt to undo progress made on diversity, equity, and inclusion initiatives. Public monuments condemning slavery were removed, Confederate names were restored to Army bases, and Black and female military officers were purged from their positions. Even research grants are being revoked if they mention concepts like “gender” or “DEI,” further eroding the gains made in recent years.

Marketers have a crucial role to play in promoting diversity, equity, and inclusion, but they must do so authentically and sustainably. Simply paying lip service to social causes without actual commitment will only exacerbate the problem. Marketers need to understand that these efforts are not just about social justice; they’re also about brand reputation and consumer trust.

French philosopher Jacques Derrida’s concept of a power imbalance following a shift in dominance is relevant here. When a suppressed group gains power over a previously dominant group, it creates a new power imbalance that can take years to rectify. Marketers must recognize this shift and adapt their strategies accordingly.

Rankine’s book highlights the need for marketers to focus on long-term sustainability rather than short-term gains. We’ve seen too many social justice initiatives come and go, only to be replaced by newer ones when attention wanes. This creates unrealistic expectations and ultimately undermines trust in the very causes we’re trying to promote.

True equilibrium can only be achieved through time and effort, as French philosopher Emmanuel Levinas noted. Marketers must recognize that this process will take longer than expected. We cannot expect overnight successes or quick fixes; instead, we must commit to ongoing efforts to create lasting change.

Marketers have a unique opportunity to play a key role in promoting diversity, equity, and inclusion. By doing so authentically and sustainably, they can build trust with consumers and contribute to creating a more equitable society. However, the recent backlash against these efforts should serve as a warning sign: we cannot take progress for granted.

The stakes are high, and marketers must be willing to adapt and evolve their strategies in response to changing power dynamics. As Rankine so eloquently puts it, “No one can be fully perceived in a nightmare’s low visibility.” We owe it to ourselves, our consumers, and the very causes we’re trying to promote to create a more just and equitable society – one that is built on lasting change rather than fleeting trends.

The future of marketing will depend on our ability to navigate these complex power dynamics. Will we seize this opportunity to drive lasting change, or will we let it slip through our fingers? The choice is ours.