Nadja Bellan-White on why diversity isn’t a political gesture, it’s a business imperative

Ad Age is marking Black History Month 2025 with our fifth-annual Honoring Creative Excellence package. (Read the introduction and all the essays here.) Today, guest editor Damaune Journey turns the spotlight to Nadja Bellan-White, CEO of M&C Saatchi North America Group, who writes about why DEI is a fundamental driver of business success, legal equity and societal progress. In recent years, the conversation around diversity, equity and inclusion (DEI) has taken a troubling turn. What was once understood as a strategic advantage—rooted in the idea that we are stronger, smarter and more innovative together—is now being reframed by some as a dispensable “nice-to-have.” This shift is not just misguided, it’s dangerous. Inclusivity drives ROI—it does not detract from it. I am not alone in this belief. Leaders at some of the world’s most successful companies, from JPMorgan Chase to Costco to Goldman Sachs, understand that diversity isn’t just a moral good, it’s a business imperative. These companies invest in DEI not out of charity or political correctness, but because it yields results. Ignoring this reality is a recipe for stagnation. A diverse workforce ensures that businesses benefit from a range of perspectives, experiences and problem-solving approaches. Research has repeatedly shown that companies with diverse leadership outperform their less diverse peers in profitability, decision-making and resilience. Customers, employees and investors expect organizations to reflect the world they live in. Yet a dangerous narrative is emerging, suggesting that prioritizing DEI somehow means lowering the bar for excellence. But that assumes diversity and excellence are mutually exclusive. They are not. The best teams are built on diversity of thought, experience and background. Making diversity an important goal does not in any way prevent you from building teams with the most qualified and talented people. A legal and historical perspective on DEI We must also remember why these programs exist in the first place. DEI initiatives were never about exclusion; they were about ensuring that opportunity was accessible to everyone, regardless of race, gender or background. They were established in response to a history of systemic barriers that prevented equal participation in education, business and civic life. From the Civil Rights Act of 1964 to affirmative action policies that emerged in the 1970s, our legal framework has long recognized the importance of equity in business and education. Title VII of the Civil Rights Act prohibits discrimination in employment based on race, color, religion, sex or national origin—making DEI efforts not only ethical but, in many cases, legally necessary. Similarly, Executive Order 11246, signed by President Lyndon B. Johnson in 1965, mandated that federal contractors take affirmative steps to ensure equal employment opportunities. It was a recognition that passive policies were not enough to correct historical inequities. Proactive strategies were needed to create truly competitive and fair workplaces. DEI: a business strategy, not a political talking point These legal precedents reinforce what business leaders have long understood: Diversity isn’t about compliance, it’s a competitive advantage. It’s about ensuring that companies, institutions and economies reflect the dynamism of the real world. As humans, we are not a monolith. Our strength lies in our differences—our varied lived experiences, our unique viewpoints, our collective ingenuity. To turn away from DEI is to turn away from what makes us stronger, more competitive and more innovative. The path forward isn’t about choosing between diversity and excellence. It’s about recognizing that the two are inextricably linked. It’s time we stop treating DEI as an optional initiative—or simply a matter of holding a seminar or making an empty promise—and recognize it for what it is: a fundamental driver of business success, legal equity and societal progress. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Nadja Bellan-White on why diversity isn’t a political gesture, it’s a business imperative

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