Let’s face it, fellow marketing leaders—we’re living in interesting times. And by “interesting,” I mean the kind where phrases like DEI and ESG have morphed from corporate aspirations into political grenades that can explode in your brand’s face without warning.
In my conversations with CMOs across industries, I’m hearing the same concerns: “How do we stand by our values without becoming a political target?” or “Should we quietly remove those DEI statements from our website?” It’s enough to make you want to hide under your ergonomically designed, sustainably sourced desk.
But that’s not what CMOs do. We adapt. We strategize. We find the message that resonates. So let’s talk about how to navigate these choppy waters with both integrity and savvy.
The CMO’s Decision Matrix (or “How to Sleep at Night While Making Everyone Angry”)
Before advising your executive team on DEI/ESG approaches, consider these four dimensions—each with its own delightful tension:
1. Business Impact: Where Values Meet Valuations
- Will your stance (or conspicuous lack thereof) affect your relationship with customers who have their own public positions?
- Might you lose that government contract if your website suddenly scrubs all mention of supplier diversity?
- Are your investors pressuring for more ESG disclosure while certain lawmakers scrutinize those same reports?
The reality is that there’s rarely a risk-free position. The question is which risks your organization is most prepared to weather.
2. Employee Expectations: The Internal Jury Is Always Deliberating
Your employees are watching. They’re screenshots-ing. They’re discussing in Slack channels you’re not invited to.
- Have your DEI initiatives created meaningful engagement, or were they primarily window dressing?
- Would removing public commitments create a morale crisis among teams who took those commitments seriously?
- Do your employees expect corporate statements on social issues, or do they prefer the company stay in its lane?
Remember: Your most important audience often sits at the desk next to yours (or these days, in the Zoom square adjacent). Ignore them at your peril.
3. Brand Values & Consistency: The “Are We Who We Said We Were?” Test
- Has your brand historically led with values, or has it maintained strategic neutrality?
- Is there daylight between your internal practices and your external declarations?
- Will adjusting your language be seen as pragmatic agility or spineless flip-flopping?
Consistency builds trust. Abrupt changes—in either direction—raise eyebrows. The trick is evolution that feels authentic rather than reactionary.
4. Competitive Landscape: The “What’s Everyone Else Doing?” Factor
- Are your industry peers doubling down or backing away from DEI/ESG language?
- Is there an emerging “new normal” for communicating these concepts?
- Could your approach create a meaningful differentiation—positive or negative?
Sometimes being an outlier is brave leadership; other times it’s just stepping on a rake in full public view. Know which is which.
The Stakeholder Symphony: Conducting Without Cacophony
Before making any pivots, ensure you’re in harmony with:
- Your CEO & Board: They set the risk tolerance and ultimately own the decision.
- Your CHRO: They know if your recruiting pipeline depends on those diversity statements.
- Legal & Compliance: They understand if your ESG disclosures have regulatory implications.
- Investor Relations & PR: They’ll be fielding the calls when change happens.
Pro tip: Create a risk matrix that honestly evaluates each approach. Here’s a starter template:
| Approach | Potential Downside | Potential Upside |
| Stand firm on public DEI/ESG | Political targeting; regulatory scrutiny | Authentic brand image; employee pride |
| Go stealth mode (internal only) | Accusations of cowardice from both sides | Continued programs without the spotlight |
| Full retreat | Employee exodus; damaged partnerships | Avoiding certain political crosshairs |
| Strategic reframing | Perception of word games | Business-focused positioning |
Controlling the Narrative: From Political Football to Business Principle
Here’s where CMO magic happens. Instead of reacting, reshape:
- Shift the language: Move from “DEI initiatives” to “talent optimization” or from “environmental justice” to “resource efficiency.”
- Lead with outcomes: “Our approach to inclusive hiring has decreased turnover by 22% and expanded our talent pool by 40%.”
- Prepare for scenarios: Draft responses for the inevitable “Why did you change your website?” questions.
The Communication Balancing Act
Internal Alignment
Be straight with your people. If you’re adjusting external language, explain why. Create forums for discussion (but have HR present, because these conversations can get spicy). Most importantly, distinguish between changing words and changing commitments.
External Messaging
Consistency remains king. Ensure your investor relations, recruitment marketing, and brand communications align with whatever approach you’ve chosen. Monitor industry language trends and be prepared to evolve as the landscape shifts.
Stay Nimble, Stay Informed
This isn’t a “set it and forget it” situation. Create a monitoring system to track:
- Regulatory changes affecting corporate communications
- Sentiment shifts among key audiences
- Emerging vocabulary that accomplishes your goals with less baggage
And don’t go it alone! This is exactly why we created CMO Huddles—to share these challenges in a trusted environment. The collective wisdom of your peers can illuminate paths forward that might not be visible when you’re down in the trenches.
The Bottom Line
There’s no perfect solution to navigating today’s political minefields. The approach that works for a B2B software company may be disastrous for a consumer brand. What protects you in California might hurt you in Texas.
The CMO’s job isn’t to eliminate risk—it’s to make it strategic and intentional. By carefully assessing these dimensions, aligning with stakeholders, and controlling your narrative, you can help your organization find its balanced position on the tightrope.
And remember, the crazier it gets, the more you need your sense of humor. Because sometimes the most authentic response to absurdity is a knowing smile as you navigate through it with grace and wit.
Drew Neisser is the founder of CMO Huddles, a community where marketing leaders solve their biggest challenges together. His podcast “Renegade Marketers Unite” features conversations with CMOs who’ve successfully navigated complex brand challenges.