Opportunity Without Equity? Why Corporate Diversity Messaging Is at a Crossroads
Opportunity Without Equity? Why Corporate Diversity Messaging Is at a Crossroads
Last week, JPMorgan Chase quietly made a move that speaks volumes: they replaced the “E” in DEI (Diversity, Equity, and Inclusion) with an “O,” reframing their program as Diversity, Opportunity, and Inclusion (DOI). According to COO Jenn Piepszak, the shift reflects what the company has always believed — equal opportunity, not equal outcomes.
At first glance, this may seem like a simple language adjustment. But for anyone watching the evolution of corporate inclusion efforts, it signals a much larger question: Are companies evolving their strategies to be more effective — or retreating from the bold commitments they made when diversity and equity were business imperatives, not political liabilities?
The Shift from Systemic to Individual Solutions
JPMorgan’s move isn’t happening in a vacuum. Political and legislative pressures are mounting, with states like Texas and Florida restricting DEI spending and programming. In response, corporate America is recalibrating. Words like “equity” — once a proud pillar of organizational missions — are now being replaced with “opportunity,” a word that feels safer, less charged, and more meritocratic.
There’s logic to this. Opportunity signals access. But without equity, opportunity risks being performative. It assumes the playing field is level when, in reality, it isn’t. Reframing DEI as DOI shifts the focus from systemic correction to individual effort — a subtle but meaningful pivot that risks sidelining the harder work of dismantling barriers.
Cost, Politics, and Optics
Corporate shifts away from equity aren’t just about language; they’re also about money. Companies are scaling back DEI budgets, consolidating councils, and deprioritizing bias training in favor of upskilling and economic empowerment initiatives. While this sounds reasonable, it also raises questions: Are these moves strategic adjustments or retreats under pressure? Are companies prioritizing shareholder comfort over systemic progress?
The Risk of Losing Trust
If this trend continues, brands that once took pride in leading inclusivity efforts could risk alienating employees, customers, and partners who demand more than lip service. Equity work has always been uncomfortable, complex, and at times, polarizing. But it’s necessary. Without it, the promise of opportunity remains unevenly distributed.
As Anna Dewar Gully put it: “If equality is the goal, equity is the way.”
What Forward-Thinking Companies Should Do Now
Instead of retreating, companies should double down on:
Transparency: Share where they’re succeeding and where they’re falling short.
Systemic Solutions: Pair opportunity with intentional barrier removal.
Strategic Storytelling: Frame DEI/DOI efforts as both smart business and societal leadership.
Accountability: Move beyond performative programs to real metrics and measurable change.
In Conclusion
Language matters, AND… there is no validation without action . The shift from equity to opportunity may buy companies short-term breathing room, but long-term trust is built by those who lean into discomfort and do the hard work of creating systems where opportunity is real — for everyone.
Organizations today need more than language shifts — they need strategic clarity and actionable plans that align inclusion efforts with business outcomes. If your team is ready to rethink its approach and craft messaging that drives both impact and credibility, let’s connect. I specialize in helping organizations navigate this complexity with confidence and purpose.