How the language of business is heading back to the 80s.
At a time when Donald Trump is back and leading an aggressive economic agenda, global corporations are retreating from DEI, and sustainability is being sidelined, business messaging is changing.
The softer, more inclusive messaging of just last year, is swiftly being phased out in today’s new geopolitical landscape. And while Europe’s commercial environments have their own distinct dynamics, global trends – particularly those from the US – tend to ripple through international business culture.
So while US companies are starting to sound like Wall Street’s Gordon Gekko (ask a Gen Xer) once more, European counterparts are also reframing their positioning.
Check the corporate press releases, executive statements and investor materials of recent weeks and it’s clear to see more emphasis on “the business case” for sustainable practices, talk about the “competitive advantages” of sustainable innovation and of “balancing environmental commitments with commercial realities”.
Major corporate shifts
Meta (formerly Facebook) has significantly toned down its previously prominent DEI messaging. The company now frames much of its workforce development language around “building high-performing teams” rather than explicitly diversity-focused initiatives.
JPMorgan Chase has also noticeably evolved its messaging. While maintaining some sustainability commitments, CEO Jamie Dimon has become more vocal about regulatory concerns and has emphasised economic growth priorities. The bank’s communications increasingly highlight American economic strength and have taken a more measured approach to environmental commitments.
Nike, previously known for taking bold political stances, has moderated its messaging. Recent campaigns focus more on athletic performance and individual achievement rather than social advocacy.
Coca-Cola has pulled back from more politicised communications. After previously emphasising diversity initiatives quite prominently, the company has shifted toward more traditional brand messaging focused on shared experiences and unity.
ExxonMobil has refined its communications strategy to emphasise energy security and technological innovation. Rather than positioning climate change as central to the company’s messaging, there is now a more prominent focus on reliable energy production and economic benefits.
Walmart has subtly shifted its public messaging to emphasise job creation and economic impact across American communities. While maintaining diversity commitments (more on DEI below), Walmart’s corporate comms are increasingly framing these initiatives in terms of developing talent and creating opportunities.
Evolving approaches to Diversity Equity and Inclusion comms
Until just last year, many organisations had placed DEI at the forefront of their communications strategies. Some are now taking a more measured approach:
– Shifting from identity-focused language toward broader terms like “belonging” and “respect”
– Emphasising merit and performance alongside diversity considerations.
– Integrating DEI elements into broader corporate culture messaging rather than as standalone initiatives
– Focusing on business case justifications for inclusive policies
It’s perhaps worth noting that this doesn’t necessarily mean companies in Europe are abandoning diversity commitments, but reframing how they talk about these topics to different stakeholders. Creatively, it comes down to the nuances of tone and brand voice.
As an agency, we’re finding that many clients are keen on messaging approaches that emphasise creating “respectful workplaces where talent can thrive, regardless of background”, for example – language that resonates across the political spectrum.
Strategic considerations for corporate communicators
If you’re managing communications for a business today, you’re probably feeling the messaging whiplash. Here’s what to keep in mind:
1. Geographic variations in stakeholder expectations. What works in Britain might bomb in Bahrain. Keep an ear out for local nuance.
2. Industry-specific considerations and competitive positioning. Your sector matters – tech companies face different pressures than energy producers.
3. Alignment between public messaging and internal policies. Keep your messaging consistent.
Balancing short-term adaptations with long-term brand consistency. Or to put it another way: don’t throw out your company’s actual values just to chase political winds.
The most effective communications strategies will involve careful listening to what specific stakeholders care about right now, staying true to core values, and finding messaging that works across increasingly divided audiences.
Bottom line? Corporate communication are business messaging are getting trickier, but also more interesting. Language always changes. And those who can adjust their navigate these changes authentically will endure in the long run.
SIM7 is an award-winning creative agency that uses language to empower design. We drive growth by creating brands, campaigns and strategy – for marketing teams around the world.