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Brands will certainly suffer, but I wouldn't say it's a result of pointless political nonsense. The people behind the anti-DEI movement have a very deliberate strategy and they know exactly what they're doing. The new US attorney general has openly threatened to prosecute businesses that support DEI initiatives, so this could not be more deliberate. I would hope that business people will still support worthwhile brands, but that remains to be seen.
“Great products” is an over -simplification. There are OK products as well as great products, but the shelf space and visibility they get is a function of who’s doing the buying (at a store level), gravitating towards the product owners and creators on a personal level. That’s where every single sale starts.
Presumably, it will put a greater onus on the products themselves to be great. There is obviously still a segment of consumers who want to support minority-owned businesses/brands, but if DEI is going away from the distribution layer, retailers will look at products more objectively in terms of choosing what to stock.
Ok, so that too
Marketers working for these brands are going to have to rethink what channels they rely on to reach their customers, and what kind of messaging is going to connect them to the right people. We have gotten overly reliant on systems that have made clear statements that they dont intend to continue going out of their way to uplift brands built by marginalized people.