Companies facing the backlash

Understand backlash dynamics to renew commitment to DE&I policies.

Diversity, equity & inclusion · Social innovation

In 2016, Mark Zuckerberg posted a photograph of himself bottle-feeding his baby, captioned “The most important meeting of the day”. In 2025, he called for more “masculine energy” and fewer diversity policies in his company. Could this reversal illustrate what we call a backlash? Understanding it requires more than accusing an individual of changing views with the political and social climate. We need to examine that changing climate itself: its causes, consequences and indirect impacts. Above all, how can companies respond to the risk of inclusion moving backwards?

Part 1 · What is a backlash?

A recurring, well-documented phenomenon
A disruption that thrives during crises
The two sides of “fatigue”

Part 2 · The logic and paradoxes at work

The feeling of losing social status
The defensive retreat to familiar reference points, real or imagined
From marginal expression to influence on collective attitudes

Part 3 · Addressing backlash in companies

Seemingly good ideas that do not work
Renew the conversation on societal issues
Help diverse audiences take ownership of the discussion

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