How brands can protect DEI narratives as social media policies change

Social media’s role in our lives is bigger than ever, but so too is its unreliability. It was Meta's recent decision to scale back fact-checking of political content in favor of community notes that sparked the latest concerns over the integrity of public discourse on social media. And it came hard on the heels of Elon Musk’s X setting the tone with the same casual approach to fact-checking. Google is also facing criticism for removing Black History Month and Pride from its online and mobile Google calendars, as well as abandoning its DEI hiring goals. By failing to uphold these values, Google risks compromising its public trust and reputation as an industry leader. It remains crucial for brands to prioritize initiatives that ensure their messaging remains credible and authentic, even when social media channels grow ever more untrustworthy. Maintaining the commitment to DEI in both internal practices and external communication builds meaningful connections with audiences. Data-Driven Marketing Playbook Join us May 22 in NYC to explore how data powers marketing Learn more here Social media has been a vital conduit of information in pivotal moments such as the Black Lives Matter movement and the COVID-19 pandemic, giving marginalized voices a global stage and providing people with access to credible resources and expert opinions. But with Meta's policy shift, the reliability can no longer be assumed. For brands committed to DEI, the risk of misinformation is now greater than ever. The challenge lies in how they can maintain a credible and honest DEI narrative in an environment where the accuracy of content is in question. African American history has a deep tradition of storytelling, where knowledge has been passed down through families and communities. Due to slavery and systemic barriers, much of this history was not formally documented, so it was preserved and shared orally across generations. When we come out of crucial moments such as Black History Month and public discourse around diversity, equity and inclusion is questioned, it’s imperative that we find ways of ensuring our history and communication are protected. In today’s polarized climate, DEI topics are highly divisive, and brands must navigate this delicate balance—maintaining their stance without alienating audiences or compromising their core values. Here are four ways they can do this: Partner with trusted DEI experts and media outlets Brands should ensure they build or strengthen partnerships with trusted DEI experts and media outlets. Whether that’s partnering with verified DEI voices (experts, educators and advocacy groups) or collaborating with trusted publishers, these credible reference points provide authoritative perspectives to consumers. Trusted voices provide authoritative, verified perspectives that counteract misinformation and establish a more reliable narrative. Create clear and consistent messaging Brands must proactively explain their DEI stance in clear, shareable formats across all official channels to help narratives remain visible. Consistency is key to keeping accurate DEI narratives front and center, even amid confusion. Nike and e.l.f. are examples of brands that keep their DEI messaging direct and understandable across multiple platforms. Shift to different media channels With unreliable social media companies, brands should not be afraid to shift to more controllable media communication tools such as email marketing and newsletters for DEI messaging. Even investing in branded content or long-form formats can allow for more comprehensive conversations. These tools allow for deeper, more nuanced conversations about DEI, giving brands greater control over their narrative.ch to safeguard their DEI efforts. See all of Ad Age’s 2025 Agency A-List winners here Ben & Jerry’s, for instance, uses email newsletters to engage audiences in thoughtful, in-depth DEI discussions, rather than relying solely on social media. There is also the wave of new social platforms that prioritize principles and ethics where brands can explore new avenues to share their messaging, such as WeAre8. Its platform, confidently called, “the People’s Platform,” is a democratic social platform that does away with the traditional algorithms in an attempt to ensure all voices become equitable. Build credible influencer partnerships Brands should invest in credible influencer partnerships that will allow for advocacy, engaging diverse content creators or employee voices to authentically champion DEI messages. These influencers add organic credibility, making the brand’s message more authentic. Dove’s “Real Beauty” campaign, which used diverse influencers to reinforce body positivity, is a prime example. Additionally, data from studies such as Nielsen’s Black consumers’ media habits can help brands fine-tune their DEI messaging to better connect with diverse audiences. Maintaining a robust and consistent DEI narrative is more crucial than ever and brands that are serious about DEI must adapt by ensuring their messages remain accurate and well-protected. Protecting and defending the integrity of DEI narratives is key in shaping public awareness. Brands should take responsibility by forming strategic partnerships, leveraging controlled media channels, and prioritizing authenticity in their outreach outreach to safeguard their DEI efforts. Ad Age Small Agency Awards Showcase your agency’s creativity, business success and commitment to a thriving workplace. Enter today

How brands can protect DEI narratives as social media policies change

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