D iversity, equity and inclusion are three simple words, each of which expresses a positive principle. But abbreviated and strung together as DEI, they have become a flashpoint in modern day politics, with the Trump Administration on the forefront to eliminate what it calls “illegal and immoral” DEI policies by issuing executive orders scrubbing DEI efforts in federal government agencies— with a trickle-down effect on private companies, educational institutions and nonprofit organizations. This has prompted many to declare that DEI is dead. But here in the North Bay, to paraphrase author Mark Twain, that “death” has been grossly exaggerated.
organization, Persike explains. “It’s an evolution, like so many things. We may not want to use those letters, but the commitment, because California is the most diverse state in the union, is to ensure that we are creating opportunity for everyone. That’s really the focus.” Media hype While media reports might create the impression that DEI is on its way out, data tells a different story. According to a study by Resume.org earlier this year, 87% of companies are either maintaining or increasing DEI budgets, despite political pressure. This is because companies understand that younger generations of consumers—their future, in short—are drawn to companies that have inclusive and equitable values. Persike also serves as vice chair of the Association of California Water Agencies (ACWA), “which was created to increase diversity and inclusion in the water industry because historically it’s been
very engineering focused and very white-male focused for decades,” she says. “But the fact of the matter is that the next generations that are coming into the workforce—more than 30% from Gen Z—are demographically distinct and ethnically diverse.” They are also socially aware, she adds. “These new generations coming up don’t see color, they don’t see ethnicity; they want diversity in an organization that they are going to work for.” As a result, as organizations build cultures, “they are still looking at ways to be as inclusive as possible because the diversity is what brings creative solutions. If we’re all the same, we’re not going to come up with the best new idea.”
Incorporating DEI For decades after passage of the Civil Rights Act in
Diverse, equitable workplaces seek to ensure equal access and support to employees of all experiences and abilities.
After 60-plus years of anti-discrimination programs that have been a part of the tapestry of American life, DEI is nowhere near the grave. A pivot, not abandonment “I am not seeing an abandonment of DEI,” says Jennifer Persike, president and founder of Sacramento-based JP & Co., an organizational consulting firm that works with nonprofit organizations and public water agencies, including Sonoma Water. “The situation that folks are in right now is they’re pivoting, like we always have to do on various things once they get politicized,” Persike says. “While the three letters DEI are sort of persona non grata right now, it does not mean that folks are abandoning the goals around what that really represents.” DEI creates a more inclusive workforce, looks at the leadership of organizations and makes sure if they are elected or appointed that they represent the constituency that’s being served by that
1964, American companies, organizations and institutions have systematically incorporated diversity, equity and inclusion into their strategic plans, recruitment efforts and external positioning. “If you go on websites, you see a lot of focus on organizational priorities of inclusion and creating a positive culture,” Persike says. “These are all the things I think have been the outgrowth of the DEI movement. Folks are not really looking at this as a kind of ‘check the box’ exercise or ‘gee, we’re going to pick this person because of their ethnicity.’ They’re still looking for the best candidate, but increasingly that picture is a much more diverse number of candidates. That’s what we’ve evolved to.” Persike concedes there is a “rebranding” of DEI taking place “because of the climate that we’re seeing now in terms of how the federal government is operating in this space.” “But again, in California, the goal is really around increasing opportunity and making sure that these up-and-coming folks that are going to be in our workforce see all these different
24 NorthBaybiz
November 2025
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