This article explores how organizations understand and practice DEI (Diversity, Equity, and Inclusion), specifically by examining the internal and external communication that supports DEI efforts. It addresses the lack of knowledge about the role that communication plays in the development of a DEI strategy and its effectiveness towards stakeholders. After an overview of the few available studies on internal and external DEI communication, the article presents empirical results of a mixed-methods study conducted in Italy, based on focus groups, interviews and a survey of 75 Italian managers responsible for DEI in their companies. The results illustrate the variety of objectives with which organizations are currently approaching DEI communication, and in particular the relevance of informing internally about concrete initiatives and driving societal change externally. Accordingly, official declarations and internal events, together with external partnerships and sustainability reports, are the most frequently used instruments. The approaches to DEI strategies and their communication seem to be influenced by the pressures of competition, internal coercion, external coercion and internationalization. Overall, the effort for internal DEI communication is greater than for external DEI communication, which is probably due to the fear of diversity washing accusations.
Making DEI communication work inside and out: A study of experiences and challenges among Italian companies, 2025.
Making DEI communication work inside and out: A study of experiences and challenges among Italian companies
Silvia Ravazzani
;Alessandra Mazzei;Chiara Fisichella;Alfonsa Butera
2025-01-01
Abstract
This article explores how organizations understand and practice DEI (Diversity, Equity, and Inclusion), specifically by examining the internal and external communication that supports DEI efforts. It addresses the lack of knowledge about the role that communication plays in the development of a DEI strategy and its effectiveness towards stakeholders. After an overview of the few available studies on internal and external DEI communication, the article presents empirical results of a mixed-methods study conducted in Italy, based on focus groups, interviews and a survey of 75 Italian managers responsible for DEI in their companies. The results illustrate the variety of objectives with which organizations are currently approaching DEI communication, and in particular the relevance of informing internally about concrete initiatives and driving societal change externally. Accordingly, official declarations and internal events, together with external partnerships and sustainability reports, are the most frequently used instruments. The approaches to DEI strategies and their communication seem to be influenced by the pressures of competition, internal coercion, external coercion and internationalization. Overall, the effort for internal DEI communication is greater than for external DEI communication, which is probably due to the fear of diversity washing accusations.File | Dimensione | Formato | |
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