When DEI meets Backlash – Employee Perspectives in the USA and Germany

Diversity, Equity & Inclusion (DEI) has become a challenging issue for many organizations. While diverse and inclusive workplaces are widely regarded as a key driver of organizational success, companies are increasingly facing social and political backlash against DEI initiatives. In particular, the debate around DEI has intensified in the United States in recent years.

A research project conducted by the University of Vienna examines how employees in Germany and the United States perceive organizational communication about DEI. The study focuses on the impact of such communication on employees’ perceptions of management integrity and their sense of belonging in the workplace.

The findings show that credible and supportive DEI communication strengthens trust in management and fosters an inclusive workplace climate. At the same time, the study highlights the need for organizations to communicate carefully and thoughtfully in order to engage different stakeholder groups.

Further details and insights from the study can be found in the full report.

Citation: Wahl, I. & Einwiller, S. (2026). When DEI meets Backlash. Employee Perspectives in the USA and Germany (Communication Insights | Essentials). Academic Society for Management & Communication.