The Illusion of Commitment
In recent years, we’ve seen corporations loudly declare their commitments to sustainability, diversity, equity, and inclusion (DEI). These efforts are often showcased in splashy marketing campaigns, corporate responsibility reports, and social media posts that signal to consumers that these companies are on the right side of history.
Examples include Patagonia’s “Don’t Buy This Jacket” campaign, IKEA’s sustainable product range announcement, Target's "Target Forward" initiative, Coca-Cola’s “Recycle Me” campaign, and Google's "All In" tools for inclusive marketing.
But as seen in recent rollbacks by companies like Google, Target, and Goldman Sachs, it's unfortunately rare to find these commitments truly embedded into the structure of the business. Instead, they're often treated as marketing strategies—efforts to generate goodwill rather than substantive changes to how these businesses operate.
The Problem with Marketing-Led Mission Work
One of the clearest signs that a company views its sustainability and social missions as a branding tool rather than a core business function is the placement of these initiatives within the organization. In many companies, DEI, sustainability, and corporate social responsibility (CSR) efforts are led by the marketing or communications department.
While marketing plays an essential role in sharing these efforts with the world, it should not be where mission-driven work originates or is managed. When sustainability and DEI are siloed in marketing, they are inherently vulnerable to shifts in public sentiment, economic downturns, and political pressure.
By contrast, when these missions are deeply integrated into a company’s operations—woven into decision-making at the highest levels, influencing supply chain choices, and incorporated into hiring, retention, and leadership development—they become far more resilient.
A company that truly prioritizes sustainability will have it reflected in its procurement policies, product development, and executive compensation structures.
A business that genuinely values DEI will see it in leadership demographics, hiring policies, pay equity, and career advancement opportunities—not just in a well-produced diversity statement.
A Commitment That Can Be Undone in Days Was Never a Real Commitment
Recent DEI rollbacks by companies like Google, Target, and Goldman Sachs illustrate how performative many corporate commitments have been. In a matter of days, policies, initiatives, and even entire departments dedicated to DEI have been scaled back or eliminated entirely.
If these commitments were deeply embedded in corporate DNA—affecting business strategy, hiring, and culture—rolling them back wouldn't be as simple as sending an email or shifting a budget line. The ease with which these efforts have been reversed highlights the uncomfortable reality that many of these programs were only ever skin-deep.
The same applies to corporate sustainability efforts. Companies that promote their carbon-neutral pledges, ethical sourcing claims, or waste-reduction goals often spend more resources on marketing these efforts than on the efforts themselves. Without accountability mechanisms, third-party verification, and a true internal investment in operational change, these promises are little more than PR exercises.
Examples of Companies Staying the Course
While some businesses have retreated from their commitments, others remain steadfast in their sustainability and DEI efforts:
Apple has reaffirmed its dedication to DEI, integrating these principles into its corporate culture and operations.
IKEA continues to push climate action as a core priority, as reiterated by CEO Jesper Brodin at the World Economic Forum.
Costco has chosen to rebrand rather than eliminate its DEI programs, signaling a continued commitment to diversity.
e.l.f. Beauty has doubled down on its DEI efforts, emphasizing the importance of inclusivity in its brand ethos and operations.
How Brands Must Do Better
Businesses must stop treating sustainability and DEI as just another marketing checkbox. Here’s how they can lead with genuine impact:
Put money where their mouth is. Stop spending more on commercials about sustainability than on actual sustainability programs.
Make DEI and sustainability inescapable. If these initiatives can be scrapped overnight, they were never truly embedded. DEI should influence hiring, leadership development, and procurement. Sustainability should dictate supply chain choices, not just PR statements.
Tie corporate incentives to impact. If executives only get bonuses for quarterly profits but not for meeting sustainability or DEI goals, what do you think will happen?
Eliminate PR-driven "impact" reports. Reports filled with vague commitments and cherry-picked success stories do nothing. Real impact is measured in hard data: emissions reduced, wages increased, opportunities created.
Treat these commitments as existential. The companies that thrive in the next decade will be the ones that future-proof their operations. Those that continue to chase short-term optics over real change will be left behind.
The Future of Corporate Social Responsibility
True sustainability and DEI work require a structural, long-term commitment—not just a catchy tagline or a branded initiative. Until businesses integrate these principles into their core operations rather than their marketing strategies, they remain vulnerable to political whims and economic shifts.
Companies that truly commit to these missions will be the ones that endure because their values won’t be dictated by fleeting trends but by foundational, business-wide priorities.
The real question for corporations isn’t "How do we talk about our values?" but "How do we build them into our DNA so they can’t be erased?"
How Marcus Carson Design Can Help
It may seem counterintuitive for a brand strategist and designer to argue that brands should focus less on marketing. But here’s the reality: branding isn’t just about the story you tell—it’s about the integrity of what you build. Strong brands are built on truth, action, and consistency.
When sustainability and DEI are woven into the very DNA of a business, marketing becomes effortless because the work speaks for itself. My role isn’t to create a façade—it’s to help businesses clarify and amplify commitments that are already deeply embedded.
If your business is serious about embedding sustainability and DEI into its core operations—not just its marketing—Marcus Carson Design can help. With expertise in brand strategy, sustainability, and mission-driven marketing, we work with organizations to create authentic, lasting impact. Let’s build something that can’t be rolled back. Get in touch today to start the conversation.