Starting today, thousands of changemakers and leaders will descend upon Austin for one of the biggest festivals and conferences of the year: South by Southwest (SXSW). Its the “level playing field” event where startups and Fortune 500 companies share the same stage to discuss the hottest topics and trends in film, tech, sustainability and travel, social good, and health and wellness. Its where brands unveil new products, relationships are formed, and celebrities premiere their films.
However, despite its popularity as a must-attend event, you wont find SXSW in your Google Calendar app. You also wont find two other cultural events in March: Womens History Month or International Womens Day (March 8), which ironically the start of SXSW often falls on or around. This omission isnt due to a tech issue, either. Its part of the Big Tech companys attempt to get distance from what is now considered a dirty acronym: DEI.
Last month, Google Calendar users noticed that cultural events and observances like Black History Month, Pride Month, and Jewish Heritage were no longer displayed on the app. And while the company claims that the changes were made in 2024, the recent response from users comes at a time when any and all changesquiet or loudtied to DEI are heavily scrutinized.
In 2025, we have officially entered a DEI paradox where everyonefrom consumers to employees to global brandsare navigating major backlash and uncertainty of how exactly we can and should use words like diversity, equity, and inclusion. In 2020, hundreds of brands were proud to share their commitments and promises to do better. In 2025, many of the same brands not only removed these promises from their websites but some have even gone so far as to completely distance themselves from any mention of DEI. What a difference five years makes.
Googles decision to remove cultural events like Black History Month and Womens History Month from its calendar app is just the latest example a major company failing to understand the true value of DEI. As we kick off SXSW, lets look back at where weve been but more importantly, where we still need to go.
A Revolving Door of Diversity Officers and Changing Language
In 2020, Google made the following commitments: improve representation of underrepresented groups in leadership by 30% and more than double the number of Black workers at non-senior levels by 2025. The next year, Google released its year-over-year hiring data with the following statement: “were expanding access to hiring opportunities for underrepresented groups in many parts of the world by centering racial equity across every part of our hiring processfor leaders, hiring managers, and all Googlers.”
The Big Tech company didnt even make it to 2023 before it cut dedicated staff and downsized its DEI programs. Easy promises to make, easy promises to break. And Google is not alone. Just look at the “revolving door” of diversity officers that have clocked in and out of major businesses since 2020: Pinterest, Apple, Zoom, Airbnb, Netflix, and Disney. All of these companies hired dedicated leaders attached to big announcements and pledges and all these companies saw high rates of turnover and DEI departures.
Now in 2025, its become even easier to dismantle the work and efforts. Google recently announced its plans to end hiring goals for representation and its former Chief Diversity Officer, Melonie Parker, is now VP, Googler Engagement. Google’s Belonging website now includes phrases like “innovative hiring” and “reflecting our users.”
The shift in language is reflective of a greater issue that has surfaced in recent months: the “urgent” need to comply with federal policies and executive orders that have reversed previous efforts from the past 50 years to address discrimination and increase diversity and inclusion. This has set a dangerous tone and precedent for 2025 that the great work and efforts from the past 50 years should be seen as a setback instead of a success. This is untrue and unacceptable.
What we need from DEI in 2025
According to the World Economic Forum, at the current rate of progress, it will take until 2158 to reach full gender parity. This years theme for International Womens Day is “accelerate action,” which is a call for urgency, inclusion, and transformative change. Imagine a world where instead of shining a spotlight on the critics, we shine a spotlight on the efforts and achievements that uplift and inspire women to strive for success without the restrictions of bias and discrimination.
For companies, brands and leaders who are still committed to the work, here is how we accelerate action in 2025:
Less Flash, More Substance: The foundation of DEI initiatives and programs goes beyond flashy titles, heritage months, and impressive speeches. Companies need to scale back and focus on important components like standardized hiring practices, recruitment from a wider talent pool, and regular pay-gap reviews for all employees.
Learn from Mistakes, Dont Dwell On Them: Women are underrepresented at every level in technology according to data from recruitment company Anderson Frank. Women still only make up 25% of the tech workforce. DEI plays a big role here. Companies need to provide and prioritize inclusive training opportunities, address gender diversity policies, and bring in more female leaders to act as mentors.
Make Room for a New DEI Framewrk: Its clear that an acronym has become too problematic. Lily Zheng, author, strategist, and outspoken advocate for DEI, recently shared that they hold DEI programs to the “highest standard of effectiveness” using a framework called FAIR, which stands for fairness, access, inclusion, and representation. Companies should consider this new framework as an opportunity for real change and progress.
How can companies move beyond performative gestures to make a genuine impact? First lets answer the question and then lets get to work.
