A lot has happened since our first study on British attitudes towards equality, diversity and inclusion in March 2024. The Trump administration’s rollback of diversity, equity and inclusion has reset how many US institutions are approaching DEI. And it has had an effect on how the rest of the world is approaching these matters. Or has it?

This research finds there remains a distinctive British response to EDI. If US-style DEI has been defined by a focus on remaking systems to remove oppression, British-style EDI has been anchored in something else: namely, in respect and equal opportunity. For advocates of EDI, there is much to play for – and an urgent need to refocus efforts on explaining why work on EDI is done, and how it benefits people and institutions.

Movement in Public Opinion

Though support has softened slightly (from 62 per cent to 52 per cent viewing EDI positively), a majority continues to back EDI principles. Moreover, 48 per cent believe EDI is a very good use of money, and 48 per cent believe EDI leads to fairer outcomes. These findings suggest the need to refine rather than abandon current approaches. Fewer Britons now express uncertainty about EDI, indicating opinions have crystallised into a qualified but sustained support.

Following in America’s Footsteps

Britons don’t support calls to follow America’s sweeping rollback of EDI initiatives. Only 37 per cent support cutting back EDI in public bodies, with even less appetite (23 per cent) for private sector roll backs. This reflects a British preference for bottom-up, context-dependent approaches over top-down mandates.

Defining EDI

The public’s primary understanding of EDI as “respecting people from different backgrounds” and ensuring “equal opportunity” provides a foundation for broader coalition-building. Left of centre Progressive Activists’ focus on “removing systemic barriers” resonates less widely, suggesting those who seek to preserve support for EDI would do well to emphasise shared values of respect and fairness.

Does EDI Help or Harm?

A growing perception that EDI creates winners and losers rather than mutual benefit poses the greatest challenge to EDI’s future. While most see EDI as benefiting ethnic minorities, LGBT+ people, and women, critics increasingly view it as harmful to white people, men, and the working class. Advocates must demonstrate genuine benefits for all groups perceived as disadvantaged.

Refining EDI

Public support varies dramatically across different initiatives. A brand of EDI that emphasises workplace culture measures, that favours voluntary over mandatory approaches, and that does not stray into the realm of the personal is likely to enjoy continued public support.

Workplaces

Strong public support for workplace EDI reflects an understanding of its role in creating fairer, more professional environments. A plurality believe EDI initiatives make workplaces better with overwhelming support for core protections like anti-discrimination measures, shared parental leave, and accessibility improvements. However, Britons distinguish sharply between professional and personal spheres: while majorities support workplace language guidelines and behavioral standards, opposition grows when rules extend to work social events or personal social media.

Universities

University EDI policies face particular scrutiny, but elite debates may not reflect broader public sentiment about institutional EDI approaches. Strong support exists for broadening the curriculum, but targeted recruitment measures remain contested. There is greater acceptance for interventions that target socioeconomic disadvantage than for those that are seen to favour particular ethnic groups.

A way forward

• Building on foundations of respect and equality: For most Britons, EDI is about respect for other people and equal opportunity. Grounding EDI work in values of fairness and decency may resonate more strongly with Britons.
• Refine don’t abandon: Britons remain fundamentally supportive of EDI in principle but such support depends on careful implementation. Rather than abandoning or rigidly maintaining current approaches, advocates should build on what works while addressing legitimate concerns. Reforms should prioritise:
  • A focus on workplace culture
  • Voluntary approaches over mandatory approaches
  • Greater attention to socioeconomic disadvantage

• Context-dependent decisions: The public wants bottom-up rather than top-down EDI approaches. Different organisations face different challenges, and EDI approaches that adapt to local contexts rather than conforming to one-size-fits-all models are likely to gain wider support.
• Addressing zero-sum critiques: The growing perception that EDI creates winners and losers threatens current support. This requires honest engagement with fairness concerns and ensuring EDI genuinely works for everyone.