The Woke-Washing Epidemic: When DEEI Becomes a Marketing Ploy

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Hey, Changemakers!

Welcome back to The Intersection, where we explore authentic DEEI and mental health solutions that go beyond the buzzwords.

Last week, we discussed how AI can reshape the workplace and build mental health equity. This week, we’re taking that conversation further by examining how to prevent AI from becoming another 'woke-washing' tool.

Let’s get real for a moment—diversity has become the corporate world’s favourite shiny toy. And while it’s great that everyone wants to jump on the inclusion bandwagon, we must ask: Is it genuine, or are we witnessing the rise of ‘woke-washing’?

What You Missed Last Week

If you missed last week’s article, Inclusion Revolution: Shattering Barriers and Redefining Belonging in the Workplace, we explored how AI is reshaping workplaces to build mental health equity. Spoiler alert: DEEI is so much more than an optics game—it’s about creating real, systemic change.

You can read or listen to last week's article here, and don't forget you can read or listen to this newsletter too.

But how do we avoid falling into the woke-washing trap? How do we keep DEEI efforts authentic and rooted in real action rather than superficial gestures?

The Woke-Washing Epidemic: A Real Talk Moment

Let’s face it—every organisation loves to show off their shiny new diversity initiatives, but how many are doing it for the right reasons? There’s a difference between crafting authentic inclusion and doing just enough to avoid a PR disaster.

“I’ve read more DEI handbooks than I care to admit, and trust me—getting it right is as tricky as it sounds… but hey, that’s what I’m here for!”

Some companies treat DEEI like a Netflix documentary waiting to happen… It's one of those “what not to do” sagas. So, how do you avoid the trap? By fostering a culture of belonging, not just slapping a diversity sticker on your latest campaign.

How to Tell If Your Organisation Has Caught the Woke-Washing Bug

1. Performative Optics

You know it’s woke-washing when diversity is only visible on social media and glossy brochures. Meanwhile, the office culture? Business as usual.

2. One-Off Events Instead of Long-Term Strategy

If your organisation’s DEEI strategy mainly consists of celebrating diversity on International Women’s Day and Black History Month, we have a problem. Real DEEI requires consistent effort and strategic planning.

3. Tokenism and Stereotyping

A diverse workforce doesn’t mean hiring people from different backgrounds for optics. It means ensuring those individuals have the space to bring their authentic selves to work without being reduced to stereotypes.

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Personal Story: Overcoming Unconscious Bias in Therapy

During my psychotherapy and counselling training, I encountered firsthand the subtle yet pervasive ways in which intersectional cultural unconsciousness can manifest in therapeutic settings. From therapists making assumptions based on my appearance or cultural background to the use of outdated language, I experienced unconscious bias in a profoundly personal way.

One particularly striking incident occurred when a therapist, despite being well-intentioned, made generalisations about my culture based on stereotypes. Their assumptions, while unintentional, reduced me to a caricature. It was a stark reminder of how even the best-intentioned can fall into the trap of unconscious bias.

Personal Reflection: How I’ve Seen Woke-Washing Affect Organisations

Witnessing how often well-meaning organisations fall into the trap of woke-washing is disheartening. They believe they are making great strides in DEEI, only to discover that their efforts are all surface-level, missing the mark on actual impact. I’ve worked with companies genuinely committed to change but unknowingly perpetuated performative actions that did more harm than good.

For instance, one company I worked with proudly promoted inclusion through marketing campaigns, yet its hiring practices were riddled with unconscious bias. The leadership team wasn’t aware of the stark disconnect between its external message and internal reality. Real change began when we introduced unconscious bias training and updated its recruitment processes using my ICC™ Framework.

This experience reinforced something crucial: Woke-washing can happen to even the most well-intentioned companies. The key lies in moving beyond optics and committing to profound, systemic change. Through my work with the ICC™ Framework, I’ve guided companies from surface-level diversity efforts to true inclusion, where their actions align with their messaging and employees genuinely feel valued and included.

Expert Insights on DEEI and Mental Health

“Intersectionality is not just a buzzword; it's a critical framework for understanding how different aspects of a person's identity combine to create unique modes of discrimination and privilege. Organisations must recognise this to create truly inclusive environments.” Source: Kimberlé Crenshaw, legal scholar and civil rights advocate

“Belonging is the key to unlocking innovation and productivity. When employees feel they belong, they are more engaged and contribute more fully to the organisation's mission.”
Source: Dr Lisa Coleman, Chief Diversity Officer at New York University

Real-world Case Studies and Key Takeaways

1. Barclays' Journey to Inclusive Leadership

Source: Barclays Inclusion Annual Report

• Inclusive Leadership Training: Barclays implemented a long-term leadership development program to build inclusive leadership at every level.

  Over three years, this has led to a 25% increase in diverse representation within management roles.  

• Employee Resource Groups (ERGs): Strong ERGs have increased retention rates by 40%, especially among women and ethnic minority employees.

• Data-Driven DEEI: By leveraging AI tools to analyze recruitment, retention, and progression data, Barclays achieved a 20% improvement in diversity hiring and has been able to spot unconscious bias in performance reviews.

Key Takeaways:

• Long-term investment: Inclusive leadership is a long-term investment that requires consistent effort and commitment.  

• Data-driven approach: Using data to analyze DEEI efforts can help identify areas for improvement and measure progress.  

• Employee Resource Groups: ERGs are essential for fostering a sense of belonging and providing support for underrepresented employees.

2. Vodafone’s Commitment to Gender Equality in the Workplace

Source: Vodafone Diversity and Inclusion Report

• Maternity and Parental Leave Policy: Vodafone introduced a global policy offering 16 weeks of fully paid maternity leave. This groundbreaking policy, implemented in 2019, led to a 30% increase in the retention rate of women returning to work after having children.  

• Leadership Pipelines for Women: Vodafone saw a 15% increase in female leaders across technical departments in just two years through a leadership program specifically designed for women in STEM.

• Internal DEEI Audits: Vodafone conducts annual DEEI audits across all global regions to ensure accountability. In the UK alone, this has led to a 35% improvement in gender pay gap metrics.

Key Takeaways:

• Family-friendly policies: Offering generous parental leave benefits is crucial for retaining female talent.

• Targeted leadership development: Creating specific programs for underrepresented groups can help break down barriers to leadership.  

• Accountability through audits: Regular audits ensure that DEEI initiatives are being implemented effectively.

3. UK Civil Service: Tackling Unconscious Bias

Source: Civil Service Diversity and Inclusion Strategy

• Unconscious Bias Training: Since 2018, the UK Civil Service has rolled out unconscious bias training across all departments. This training has contributed to a 10% increase in diverse hiring within senior leadership roles, particularly among ethnic minority employees.

• Blind Recruitment: Implementing blind recruitment practices helped remove identifiers such as name and educational background from CVs, leading to a 12% increase in diverse candidate pools across various government departments.

• Inclusive Leadership Programs: Senior Civil Service leadership programs now incorporate intersectional training, resulting in more equitable promotion and pay structures. A recent survey showed a 50% increase in employee trust in the organisation’s diversity initiatives.

Key Takeaways:

• Unconscious bias training: Addressing unconscious bias is essential for creating a truly inclusive workplace.

• Blind recruitment: Removing identifiers from application materials can help reduce bias in the hiring process.

• Inclusive leadership programs: Ensuring that leadership programs incorporate intersectional training can promote equitable promotion and pay structures.

These case studies demonstrate the importance of a comprehensive and sustained approach to DEEI, incorporating various strategies to address specific challenges and achieve measurable results.

The Business Case for Belonging: A Recipe for Success

Fostering a culture of belonging is not just a moral imperative—it’s a strategic decision that significantly impacts your organisation’s bottom line. Research consistently shows that inclusive workplaces outperform their less inclusive counterparts:

• Enhanced Innovation: Diverse teams are more likely to generate innovative ideas. Organisations tap into a wider pool of creativity and problem-solving skills by bringing together individuals with different perspectives.

• Increased Employee Engagement: When employees feel valued and included, they are more productive, more committed, and more likely to go above and beyond in their roles.

• Improved Customer Satisfaction: Inclusive organisations are better equipped to understand and serve diverse customers, resulting in stronger relationships and increased customer loyalty.

• Enhanced Reputation: A reputation for inclusivity can help attract top talent, improve brand image, and strengthen relationships with stakeholders.

Source: McKinsey Report on Diversity Wins

Final Thoughts and Action Steps

Here’s your challenge for the week: take a close look at your organisation’s DEEI initiatives. Are you fostering real inclusion, or have you unknowingly slipped into the woke-washing trap? Genuine inclusion starts with honest reflection, systemic action, and a commitment to continuous learning.

• Take Action: It’s not too late to turn things around. Start by auditing your existing DEEI efforts and identifying gaps. From there, invest in long-term strategies like leadership development, inclusive hiring practices, and tailored mental health support for underrepresented groups.

• Reach Out for Support: Need help building authentic DEEI strategies? Let’s have a conversation. Click here to book your Clarity Call and explore how my ICC™ Framework can transform your organisation.

Challenge of the Week:

After taking the poll below, identify one area of your DEEI strategy where your organisation can improve. Share your thoughts with a colleague or leadership team and brainstorm one way to make meaningful progress.

Exclusive Resource for Loyal Readers:

As a loyal reader of The Intersection, I’m offering exclusive access to a guide on avoiding common DEEI pitfalls. Download the guide here and take your next step toward authentic inclusion.

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A Call to Action

Ready to create a workplace where everyone enjoys Monday mornings? (Okay, maybe that’s a stretch, but at least everyone feels included!).

Until next time—stay inclusive, stay conscious, and for the love of all things good, let’s stop the woke-washing epidemic in its tracks!

About Me

I’m Jarell Bempong, a renowned psychotherapist, coach, trainer, and best-selling author. I use my ICC™ Framework to help organisations turn their DEEI vision into reality, combining cutting-edge AI with deep cultural intelligence. Ready to join the movement? Book your Clarity Call today.