Trumped: Will the new presidency create enough ‘anti-woke’ sentiment to threaten DEI?

Donald Trump is President Elect and there are many reasons he won so substantially. High inflation, low wages, immigration, war in the Middle East – and of course many other factors given Kamala Harris lost people that previously voted Democrats – so her lack of appeal was complex. 

However, commentators are suggesting Trump’s ‘Anti-Woke’ conservative stance greatly appealed to many voters – and especially White male voters. The support of Elon Musk who speaks at length on the “the woke mind virus” may too have played a role. Musk has even targeted other tech-bros and previously accused both OpenAI and Google of being “infected” with the woke mind virus. 

What might Anti-Woke mean for the future of DEI strategy 

Keeping sentimentality aside, the term ‘woke’ is was originally used as a call to be alert to societal injustices. And woke has been around for a long time. According to the Cambridge Dictionary, it’s a decades-old term and originated from African Americans to urge people to be ‘aware of social problems’ like racism and inequality. However, over time, the term gained cultural and political DEI significance, with varying interpretations. In contemporary usage, being ‘woke’ extends beyond the initial focus on racial discrimination to encompass broader social justice issues such as gender equality, LGBTQ+ and trans rights, environmental concerns, and more.

Yet here we are in anti-wokeness. ‘Woke’ has now become a negatively charged political buzzword, often criticised for its performative use to appear bland liberalism. When I look at my social media feed I see people getting very cross watching adverts, or Disney cartoons and live-action films, where for example, classic “princesses” are reimagined with diverse ethnicities to promote diverse representation in media.

We can all see how the concept of ‘woke’ has become almost a lightning rod for controversy, particularly in the realm of diversity, equity, and inclusion (DEI) initiatives. Woke is now co-opted and weaponised by critics who view it as synonymous with excessive political correctness and identity politics in the UK as well. 

This backlash against ‘wokeness’ might now have a significant impact on the development and implementation of DEI strategies, raising concerns about their effectiveness and even their legitimacy. We might see many organisations hesitant to invest in DEI programs for fear of attracting criticism and alienating customers or employees. 

One of the primary concerns is that the anti-woke movement has created a hostile environment for DEI initiatives. Critics often conflate genuine efforts to promote diversity and inclusion with divisive and harmful ideologies. This worry is that this conflation could lead to the marginalisation of DEI and the silencing of important conversations about systemic inequality. 

The DEI strategy should be about effective end-goals for the whole organisation such as growth and prosperity 

However, it is important to note that not all criticism of DEI initiatives is unfounded. My observations on some DEI initiatives are run from HR and do not create harmony – rather the opposite. Some well-intentioned efforts may have inadvertently created a culture of performative allyship or tokenism, rather than addressing the root causes of inequality and address how inequality in organisations impacts each other. Additionally, the focus on individual responsibility rather than systemic organisational issues can hinder progress towards genuine equity and inclusion. The new leader of the UK Conservative party, Kemi Badenoch also appears to push against wokeness and DEI. It is crucial to distinguish between legitimate concerns about the implementation of DEI strategies and outright hostility towards the concept of diversity and inclusion itself. 

To navigate this complex landscape, organisations must strike a balance between addressing legitimate concerns and remaining committed to their DEI goals. This requires a nuanced approach that acknowledges the challenges while also emphasising the importance of creating a more equitable and inclusive workplace. By fostering open dialogue, engaging with diverse perspectives, and focusing on concrete actions, organisations can develop DEI strategies that are both effective and sustainable. Effective means aligning to the values and goals of an organisation – including market growth, engagement, value and profit. 

A new Trump presidency may make DEI an even more complex landscape. We might see a potential anti-woke backlash which could foster a climate of suspicion and mistrust. This will make it difficult to build the trust and collaboration necessary for successful DEI initiatives. Employees from marginalised groups may feel less safe and supported – leading to decreased morale and productivity. 

Moving ahead, I think we all do need to acknowledge and understand that DEI & wokeness can appear woolly and ineffective to employers and employees equally. My own experience in DEI showed me that it needs to core strategy to strengthen the whole organisation and sometimes HR teams often take it into a niche zone that alienates. To strike an optimistic note, I think we stay committed to DEI but we need to make it more straightforward and business aligned – while keeping to its truth. So ahead of us I feel that with both nuance and determination (and good data) organisations can create workplaces that are truly inclusive and equitable for all that improves the lives of all in an organisation.