The phrase “rebranding DEI” has emerged as a defining shift in the corporate approach to diversity, equity, and inclusion. Under increasing political, cultural, and legal pressures, organizations are moving away from the explicit “DEI” label in favor of softer, more neutral terms like “inclusive culture,” “inclusion and belonging,” “belonging, respect and fairness,” or “opportunity strategy.” While the language may change, the core question remains: Does a rebrand protect inclusion work or dilute it?
Recent moves by companies such as Constellation Brands, Kohl’s, Nationwide, and UPS illustrate how this shift is unfolding. As The Wall Street Journal reports, many organizations are reframing DEI under broader cultural umbrellas to avoid backlash, but while framing matters, it’s only impactful if the mission remains intact.
Recent Examples of Rebranding DEI in Action
Constellation Brands → “Inclusive Culture Team”
In April 2025, Constellation Brands rebranded its Diversity & Inclusion Team as the Inclusive Culture Team, changed Supplier Diversity to Supplier Inclusion, and scaled back certain external DEI programs, including venture funding for underrepresented founders. The company pointed to a “polarized environment” and “legal uncertainty” as drivers of the change. While this is a clear example of rebranding DEI, the organization emphasized continuity of core values.
Kohl’s → “Inclusion and Belonging”
In March 2025, Kohl’s retitled its Chief DEI Officer to Chief Inclusion and Belonging Officer, removed explicit DEI language from its website, and expanded supplier diversity to include small businesses. Kohl’s described this as an evolution not a retreat underscoring how rebranding DEI can reshape perception while preserving commitment.
Nationwide → “Belonging, Respect and Fairness”
Nationwide replaced DEI terminology with Belonging, Respect and Fairness, presenting the shift as a reflection of long-standing culture goals. This illustrates how reframing DEI efforts can make them more politically neutral while aiming to maintain the substance.
UPS → “Inclusion and Belonging”
UPS adopted the phrase Inclusion and Belonging, signaling that core inclusion programs would continue under a friendlier public-facing label a move aligned with broader DEI rebranding trends.
What Rebranding DEI Signals for Companies
Internal Alignment
For many organizations, rebranding DEI serves as a strategic adaptation. By using alternative language, companies can protect inclusion programs from political backlash while keeping them active internally. According to The Wall Street Journal, this shift often involves moving DEI initiatives into “employee engagement” or “inclusive workplace” frameworks, ensuring they remain sustainable even under external scrutiny.
External Trust
Rebranding can make initiatives more palatable to audiences skeptical of the DEI label. However, if not paired with transparent communication, it risks creating suspicion. Reframing without explaining the “why” can erode trust, underscoring the need for openness when changing terminology.
Why Language Still Matters When Rebranding DEI
Language is more than optics it shapes understanding and expectations:
- It directs focus: “Equity” draws attention to systemic fairness, while “belonging” emphasizes interpersonal connection and workplace climate.
- It anchors accountability: Explicit DEI language sets clear benchmarks for representation, equity audits, and leadership accountability.
- It signals values: Words, whether “DEI” or rebranded alternatives, communicate priorities to employees, stakeholders, and the public
Guidance for Leaders and Communicators on Rebranding DEI
1. Maintain clarity and commitment while adapting language
- Define rebranded terms like “inclusive culture” internally, so teams understand exactly what they mean.
- Link new language to measurable outcomes such as retention rates, promotion equity, and supplier inclusion
2. Avoid using rebranding as a cover for reduced action
- Keep budgets, timelines, and goals visible changing the label should not mean less work
- Publish progress reports under any name to reinforce trust.
3. Communicate the “why” behind the language shift
- Be transparent about whether the change is driven by politics, market perception, or strategic focus
- Use the rebrand as an opportunity to restate the business and cultural value of inclusion
It’s clear that rebranding DEI can be a powerful tool when applied with transparency, consistency, and measurable action. The challenge for leaders is ensuring that changing the name doesn’t change the mission.
Whether the term is “inclusive culture,” “belonging strategy,” or “opportunity framework,” the measure of success lies in whether people inside the organization experience meaningful fairness, opportunity, and connection because that, not the label, is the real work of DEI.