Corporate America is rapidly backing away from DEI-related language. What began as a shift from politicized terminology has become a broad retreat from nearly all public references to diversity, equity, and inclusion.
In our latest analysis, Gravity Research examined 1,378 public documents from Fortune 100 companies—including DEI, ESG, and sustainability reports, SEC filings, and earnings calls—published between January 2023 and May 2025. We tracked usage of both politicized DEI terms like “diversity” and “racial equity” and neutral alternatives like “belonging” and “inclusive,” calculating their frequency per 10,000 words to quantify changes over time.
Key Insights
DEI language is disappearing from public-facing documents. Diversity descriptors were once a central pillar in corporate communications. But in 2025, DEI language fell 72%, and the term “DEI” itself is down 98%.
Neutral alternatives are also fading. Less polarizing terms like “belonging” and “diverse perspectives” were seen as safer replacements for more controversial DEI terms in 2025. However, neutral DEI language also fell 34% in 2025.
Mentions of workforce demographics and goals fell dramatically. Terms like “representation,” “underrepresented,” and “supplier diversity” dropped by double digits, reflecting a broader reluctance to discuss employee identity or diversity goals.
Looking Ahead
These language shifts underscore the growing reputational, political, and legal risks of public DEI commitments. With new scrutiny from regulators and activists—especially in light of federal actions targeting DEI practices—many companies will likely remain quiet.
Gravity Research will continue to monitor how corporate messaging adapts under pressure—and what this evolving language landscape means for corporate risk and reputation.
Download the full report to explore the data behind the trend.
