Performative to Transformative? Why Rainbow Logos Won’t Fix Workplace Inequity
We’ve all seen it. A company changes its logo to rainbow colours in June, posts a generic statement about “valuing diversity,” and maybe hands out lanyards. And then? Business as usual.
Don’t get me wrong, I love a rainbow. Symbols of inclusion can create a sense of safety. But if the person wearing that rainbow lanyard at reception greets me with “Hello, lady,” the symbol quickly loses its power.
This is the challenge with performative DEI: it looks like inclusion, but it doesn’t feel like inclusion.
The Trap of “Style Without Substance”
My colleague Teresa Lombardo calls performative DEI “style without substance.” It’s the poster on the wall, the rainbow logo in June, or the social media post for Disability Pride Month, without any of the structural work that makes those statements meaningful.
I’ve seen organisations celebrate Disability Pride publicly, while internally, staff with disabilities are forced to jump through hoops to access basic workplace flexibility that other employees can access freely. The disconnect is jarring, and it sends a clear message: inclusion is for show, not for practice.
So why does this happen? Often, it’s not ill intent. Sometimes it’s lack of knowledge, sometimes it’s ticking the box. But either way, performative DEI leaves people feeling tokenised and undervalued.
Why Performative Efforts Can Backfire
Performative DEI doesn’t just fail, it can actively erode trust. When employees see leadership putting energy into appearances rather than action, cynicism grows. The very people DEI is meant to support can end up feeling further excluded.
And yet, here’s the paradox: performative acts can sometimes be the spark that ignites real change. Visibility matters. A rainbow lanyard can be a signal of safety, if the systems and people behind it are ready to back it up.
But without substance, the gesture is just that…..a gesture.
Moving from Performance to Transformation
So how do we shift from performative to transformative DEI?
Leadership buy-in and accountabilityGrassroots enthusiasm is powerful, but without leadership commitment and resources, change doesn’t stick. Leaders need to dedicate their time and money, not just sign off on the poster.
Embed DEI into everyday processesIt’s not enough to have a statement on your website. Ask yourself: is DEI embedded in recruitment, promotion, complaints processes, and decision-making? Does everyone, from HR to frontline staff understand their role in creating inclusion and do our systems and structures enable them to act on this knowledge?
Value lived experience properlyIf you’re asking people with lived experience to advise you, pay them. Their expertise is real work, not free labour. As Teresa puts it: “Nothing about us without us.”
Normalise mistakes and how you respond to themInclusion isn’t about never messing up. It’s about how you handle mistakes when they happen. Owning, apologising, and adjusting is far more powerful than pretending to have it all figured out. Employees are always asking for transparency, give it to them – be honest and vulnerable as you embark on this journey.
Inclusion Is a Verb
The organisations I see making the biggest strides treat inclusion as an action, not a brand campaign. They know that every policy, every conversation, every decision is a chance to either reinforce exclusion or build belonging.
So, let’s keep the rainbows. But let’s also make sure that behind every rainbow, there’s real work happening: systems being redesigned, leaders being held accountable, and people with lived experience being valued.
Because DEI done well isn’t about looking good. It’s about making work good for everyone.
Ready to move beyond performance and into transformation? Book a call with me to discuss how we can make your DEI efforts deeper, more impactful and more efficient. breegorman.com
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