Tracking the shift: How stakeholder thinking has diverged on DEI and sustainability
A Penta analysis of stakeholder attitudes to i.) diversity, equity and inclusion (DEI) and ii.) sustainability finds an emerging split in sentiment toward these connected social goals.
Perhaps surprisingly, positive support for sustainability amongst all stakeholder groups persisted over the period (November 2024 to April 2025); at the same time, sentiment toward DEI trended downwards amongst all stakeholder groups. Companies should consider this evolution in the public debate when making arguments on a broad set of societal issues.
Methodology
Penta analyzed1 the sentiment of English-language media reporting on sustainability and/or DEI between November 1, 2024 and April 30, 2025, including only those articles that reported on the views of a specific stakeholder group. Articles selected also had to report on at least one of the biggest ten companies2 in the automotive industry, in energy, financial services, retail or the technology sector. Stakeholder sentiment is measured on a scale of -100 to +100, with 0 representing neutral.
1 Penta undertook the analysis of more than 3 million items using its proprietary data analytics platform, Penta Live.
2Based on Global Fortune 500
Findings
Our analysis shows that stakeholder support for environmental progress and protection remains strong, while DEI is increasingly contested as a goal. Resistance to DEI is particularly marked in North America. Amongst the five industries, tech is the most visible in the media debate on sustainability.
In the reporting on each of the five sectors, stakeholder sentiment toward sustainability averaged out as positive. At its lowest point - around +44 in our -100 to +100 scales - stakeholder sentiment did not drop from positive into neutral territory.
Similarly, we found that sentiment toward sustainability was positive amongst each of the five groups studied (customers, employees, government and politicians, investors and NGOs). As illustrated in the chart below, positive sentiment was roughly comparable between consumers, employees and government figures, and lowest amongst investors and NGOs.
When we compare stakeholder sentiment toward DEI and sustainability, we find a very different picture. In the reporting on each of the five sectors, stakeholder sentiment toward DEI has trended downward in every sector in recent months. At its highest point - around +35 on our -100 to +100 scale - stakeholder sentiment is around ten points lower than in our equivalent analysis for sustainability.
In analyzing the visibility of DEI as a topic by stakeholder group, we see a dramatic increase driven by reporting on government / politicians' sentiment.
When we consider the individual stakeholder groups, we found that sentiment toward DEI was lower in comparison to sustainability, other than with investors. Sentiment is notably negative amongst government and politicians.
We find that sentiment declined toward DEI amongst every stakeholder group in the period examined.
These findings on sustainability and DEI emerge as new analysis shows a decline in the Penta-CivicScience Economic Sentiment Index over the course of 2025. The Index, a measure of US consumer confidence, is 7.3 points lower as of June 4th 2025 versus the beginning of the calendar year, taking the Index into negative territory3.
3The Index measures U.S. adults’ expectations for the economy, as well as their feelings about current conditions for major purchases using a 0 to 100 scale.
Implications for companies
Positive stakeholder attitudes toward sustainability suggests that companies will find a welcoming audience when discussing the set of topics included in this social goal. Business leaders should proceed with additional care when engaging in the debate relating to DEI.
For all companies, the study of stakeholder sentiment creates competitive advantage by allowing them to navigate complex societal issues more effectively.