B2B No Bull

The State of DEIB: From Backlash to Business Alignment

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The State of DEIB: From Backlash to Business Alignment

In this episode of B2B No Bull, hosts Liz and Mark Brohan tackle the evolving—and increasingly messy—state of Diversity, Equity, Inclusion, and Belonging (DEIB). Joined by transformational growth advisor Sarah Alter, former CEO of NextUp, the conversation reframes DEIB from a political flashpoint to a business imperative.

Alter explains how legal challenges—first in higher education, then in corporate America—have pushed some companies to scale back, go “stealth,” or rebrand DEIB efforts around performance metrics. But she argues the core objective hasn’t changed: organizational alignment.

Using examples from companies like Target, Costco, Johnson & Johnson, Coca-Cola, Delta Air Lines, Best Buy, and Nestlé, she highlights how leaders who stay focused on mission alignment, employee engagement, and innovation often see stronger business outcomes.

Alter outlines two key leadership actions:

  1. Tie cultural initiatives directly to measurable KPIs (retention, productivity, innovation).
  2. Drive alignment from the CEO down through structured tools like BlueSpark’s Organizational Performance Survey (OPS).

    3. She also shares insights from the “Beyond Allies” program, built on the 70-20-10 learning model and emotional intelligence principles, emphasizing that culture change requires practice—not just policy.

    The takeaway? Alignment—not acronyms—drives results. And companies that treat employees as whole people, investing in mental health, affinity groups, and resilience, are positioning themselves for sustainable success.

    Resources & References Mentioned

    1. NextUp – Leadership development and the “Beyond Allies” program
    2. BlueSpark – Organizational Performance Survey (OPS)
    3. Breakthrough T1D (formerly JDRF)
    4. Orphans of the Storm – Capital campaign initiative
    5. University of Chicago Booth School of Business – Mentioned in discussion of employee benefits trends

      6.  

      Highlight Quotes

      1. “Alignment—not acronyms—is what drives business results.”
      2. “If DEIB isn’t connected to KPIs like retention, productivity, and innovation, it won’t stick.”
      3. “Culture change isn’t a webinar—it’s a muscle. You build it through practice, partnership, and leadership from the top.”

        4. Produced by: Flint Rock

        Art by: Brohan Productions

        Music licensed through: Flint Rock

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        B2B No BullBy Liz Brohan