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DEI communication in Germany and the USA
Project description
Title: Challenges of employee communication: DEI communication in Germany and the USA in comparison
Team: Prof. Dr. Sabine Einwiller and Dr. Ingrid Wahl (University of Vienna)
Project duration: 2025
The US government took measures against diversity, equity and inclusion (DEI) programs at the beginning of 2025 with several presidential decrees. Organizations that work with government agencies are to cease such activities, and internationally active companies are also affected. The first major corporations have already reacted and scaled back their DEI programs.
However, DEI remains central to sustainable organizations. Diversity, equality and inclusion contribute significantly to a working environment that promotes psychological safety and ensures long-term competitiveness.
For companies, this means DEI work needs clear strategic anchoring and communication in order to sustainably strengthen trust, belonging and equal opportunities.
DEI is defined and implemented differently internationally.
In the USA, the focus is on eight core dimensions:
Age, gender, ethnicity and ability, while Europe emphasizes seven main categories, including religion, sexual orientation and social background.
In addition, specific characteristics play a role in individual countries – such as language affiliation in Canada. It is therefore essential for internationally active companies to take country-specific differences into account in their DEI strategy.
The University of Vienna study examines:
- How are U.S. and German organizations currently changing their programs and processes regarding DEI?
- How are potential changes in DEI programs and processes communicated to the U.S. and German workforces?
- What is the impact of changes in DEI programs and processes on U.S. and German workforces (e.g., satisfaction with DEI programs, job satisfaction, engagement)?
Methodology
Using a standardized survey in companies with 50 or more employees in the USA and Germany, organizational changes due to DEI regulations and their communication are examined.
At an individual level, the focus is on the perception of climate, trust, satisfaction and commitment. In addition, relevant socio- and psychographic characteristics are surveyed.