How corporate DEI language is changing in 2025

In brief

Stratton Craig has released Never Say DEI?, a new analysis of how 50 major companies across the US, UK and EU are approaching diversity, equity and inclusion in their 2025 sustainability and responsibility reports. By comparing this year’s disclosures with those published in 2024, the study highlights clear shifts in tone, terminology and emphasis - influenced by political, legal and cultural dynamics that are especially heightened in the US.

Almost all companies continue to report on inclusion- and people-related topics, though the language now reflects a different communication environment. The findings offer a clear snapshot of how the DEI narrative is evolving across markets, industries and reporting styles.

Four emerging trends shaping the DEI narrative

1. Strategic simplification: DEI coverage is shrinking
Across the reports reviewed, DEI appears less frequently as a named standalone topic. Many companies have integrated it into broader sections covering culture, people, talent or inclusion. This shift is especially visible in the US.

The analysis shows:

This consolidation reflects a change in how organisations present people-related priorities and the placement of DEI within broader workforce reporting.

2. Diversity hushing: the terminology is fading
The word ‘diversity’ appears far less often in 2025 reports. It is used less frequently in headings, subheadings and body copy, particularly among US companies, where references have declined sharply.

Key findings include:

Terms such as inclusion, belonging, fairness and opportunity appear more frequently, signalling a shift in vocabulary and tone.

3. Rise of meritocracy: growing focus on process and compliance
The study highlights a noticeable increase in merit-based and compliance-led language. Many companies place stronger emphasis on skills, qualifications and fair processes, and on the regulatory frameworks that inform recruitment and advancement.

The data shows:

Companies are placing clearer attention on workforce systems, legal parameters and structured hiring processes as part of their reporting narrative.

4. Doubling down: some companies are holding their course
A smaller group of organisations maintained or expanded their DEI disclosure this year. These companies span a range of profiles, including those that view inclusion as a core part of their culture, those early in their DEI journey, and those whose reporting approach remains stable regardless of wider dynamics.

The study found:

Across these organisations, DEI-related messaging remains more explicit and values-driven.

A changing landscape for DEI communication

Almost all companies - 49 out of 50 - continue to report on DEI in some form. What has shifted is the framing, placement and language used to describe people- and inclusion-related efforts.

Regulation is expected to play a significant role in shaping the next phase of DEI communication. Developments such as CSRD, the EU Pay Transparency Directive, and the UK Employment Rights Bill 2025 will influence how companies disclose workforce data and equality-related metrics over the coming years.

Stratton Craig’s findings show a corporate reporting landscape responding to multiple pressures while continuing to communicate workforce priorities. The DEI narrative remains active - but its tone is evolving quickly.

Want to go deeper?

If you’d like to explore how your organisation’s wider tone or narrative strategy can evolve in your corporate reporting, we’d be happy to connect you to the team.