Every month we share insights and knowledge from the online employer sessions with our partners. Recently, guest speaker Joep Hofhuis spoke about the fascinating theme “Colorwashing or diversity champion?” Below we share the key points from his session.

Please note: this article was translated using a translator app

Joep Hofhuis, associate professor and researcher, specializes in intercultural communication and diversity in the workplace. His research and teaching focus on understanding how people communicate across cultures, how intercultural competencies can be improved through training and education, and how to best manage diversity in organizations.

 During this online session, Hofhuis told us more about diversity communication: what does it mean, and is the diversity communication of Dutch companies authentic? Although many applaud the growing attention to cultural diversity in the workplace, there remains skepticism about the actual intentions behind this communication. This can give the impression of 'colorwashing': organizations communicate nice words without these being consistent with their policy.

Diversity perspectives

 To determine whether colorwashing occurs, we look at the perspectives from which organizations act. Hofhuis mentions different perspectives of diversity communication. Research shows that organizations act from three perspectives:

1. Moral perspective : Organizations take social responsibility by embracing diversity, simply because it is right to provide equal opportunities and combat discrimination. For example: "We strive to eliminate discrimination and provide equal opportunities to all groups in society."
2. Market perspective : Organizations see diversity as a strategy to achieve financial benefits and better connect with society and the market. This can help improve products and services. For example: “With a diverse workforce, we are better able to adapt to a complex market.”
3. Innovation perspective : Focus on diversity within the organization as a source of innovation. Diverse teams appear to generate better ideas and have greater learning capacity and more flexibility. For example: “Diversity drives innovation because it leads to a wider range of ideas and creative solutions.”

Research “Colorwashing or diversity champion?”

 The research ' Colorwashing of diversity champion ' shows that the market perspective is most strongly associated with successful D&I policies, while the moral perspective is not associated with better outcomes, which may be an indication of 'colorwashing'. With colorwashing, nice words are not supported by actual policy. On the other hand, the market and innovation perspective show a positive relationship with concrete diversity initiatives, such as higher D&I Ratings and more diversity in boards of directors. Organizations that embrace these perspectives are often better able to achieve their goals, which reduces the risk of colorwashing.

Tips from Hofhuis

•  Develop a clear goal for diversity management, aimed at creating an inclusive work environment where everyone feels valued.
•  Leverage the talents of diverse employees by embracing different perspectives and skills.
•  Communicate consistently and transparently about your commitment to diversity and inclusion, both internally and externally.

 The session ended with a best practice from colleague Houda Zaït, who, based on the perspectives mentioned, outlined how ANWB Roadside Assistance has implemented its diversity policy in the organization. This led to the sharing of insights between those present. The session provided a great opportunity to think and talk together about the different challenges and opportunities that DEI can bring to our partners.

Knowing more?

 → About the research of Joep Hofhuis et al., read more here .

 → About our employer sessions and/or becoming a partner