Don’t Claim the Title of “DEI Champion” Unless You’re Winning

Let’s clarify some confusion: not everyone discussing Diversity, Equity, and Inclusion (DEI) is a champion. Saying you “support” DEI doesn’t make you a champion; it makes you an advocate. And while advocates are important, champions are the ones who actually win the fight. If you’re not moving the needle, creating measurable impact, and breaking down systemic barriers, then sorry, but you’re not a DEI champion. You’re just cheering from the sidelines.

Advocate vs. Champion: What’s the Difference?

A DEI advocate talks the talk. They might share a few thoughtful LinkedIn posts, attend diversity panels, or push for DEI initiatives in their workplace. Advocates are supporters, often well-meaning, but their impact can stop at intention.

A DEI champion, on the other hand, walks the walk and wins. Champions create real, measurable change. They use their influence, resources, and power to ensure DEI isn’t just a buzzword but a driving force behind policy, culture, and outcomes. Champions don’t just support DEI, they live, breathe, and make it unignorable.

Champions Who Are Winning

• Tim Ryan, U.S. Chair of PwC
  When PwC faced internal inequities, Ryan launched a firm-wide transparency report detailing workforce demographics, pay gaps, and promotion disparities. PwC didn’t stop at acknowledgment; they implemented actionable goals, held leaders accountable, and improved representation across leadership roles. Transparency? Action? Accountability? That’s championship-level DEI.
• Melissa Thomas-Hunt, Former Head of Global Diversity at Airbnb
  Thomas-Hunt didn’t just talk about inclusion; she implemented policies that transformed Airbnb’s hiring practices, pipeline programs, and inclusive leadership training. The result? A global workforce that began to reflect its community of users. Real change, real results; champion behavior.
• Rosalind Brewer, CEO of Walgreens Boots Alliance
  Brewer has unapologetically prioritized DEI in every leadership role she’s held. At Walgreens, she spearheaded efforts to diversify suppliers, elevate women and minorities into leadership, and create equitable health outcomes for underserved communities. That’s winning with purpose.
• James D. White, former CEO of Jamba Juice, is an excellent example of a DEI champion. White is not just a leader in the corporate space but also a staunch advocate for embedding diversity, equity, and inclusion into the core strategy of organizations. While at Jamba Juice, he transformed the company’s culture to prioritize inclusivity, implementing leadership development programs that increased representation at every level.
• Amelia Ransom, Former Senior Director of Diversity, Equity, and Inclusion at Smartsheet (retired), exemplifies what it means to be a DEI champion. With over 20 years of experience in driving equity initiatives, Ransom has made it her mission to embed DEI into the DNA of Smartsheet’s culture. She was not just about creating awareness; she was about delivering measurable impact by designing programs that address systemic inequities and foster belonging. Ransom’s leadership at Smartsheet has included the development of scalable DEI frameworks, ensuring inclusivity is integrated into hiring practices, talent development, and leadership accountability. She also prioritized transparency, regularly sharing Smartsheet’s DEI progress and challenges, setting a benchmark for companies that claim to value equity but fall short on action. She’s also one of my favorite people in the world and our industry.
• Effenus Henderson, Founder of HenderWorks, is a true trailblazer in the field of Diversity, Equity, and Inclusion (DEI), recognized globally for his transformative work in creating equitable workplaces. As the former Chief Diversity Officer at Weyerhaeuser Company, Henderson didn’t just talk about DEI, he implemented groundbreaking strategies that reshaped the organization’s culture, making it a benchmark for others in the industry. He successfully integrated diversity into the company’s core business practices, from recruitment to supplier diversity, ensuring that equity wasn’t just an add-on but a business imperative. Henderson’s influence extends far beyond his corporate role. As the founder of HenderWorks, Inc., he has consulted with organizations worldwide to build sustainable DEI strategies. His initiatives focus on measurable outcomes, such as diversifying leadership pipelines and creating inclusive environments where employees feel valued and empowered.

It’s easy to be a DEI advocate and still miss the mark. Why? Advocacy without strategy, resources, or accountability is just noise.

• The Performative Ally: Sharing an Instagram post about Black Lives Matter isn’t a DEI strategy. If your company still has all-white leadership and no equity goals, you’re not winning.
• The Budget Slasher: Companies that tout DEI during PR campaigns but cut DEI budgets during financial downturns aren’t champions. They’re advocating for optics, not outcomes.
• The Passive Observer: Leaders who sit on diversity councils but don’t use their influence to push for structural changes in pay equity, hiring, or retention policies aren’t winning , they’re stalling.

How to Become a DEI Champion (Not Just an Advocate)

1. Commit to Metrics That Matter
   Champions track DEI progress with clear goals: workforce demographics, pay equity, promotion rates, and retention metrics. If you’re not measuring, you’re not improving.
2. Fund the Work
   DEI champions don’t treat equity as an afterthought. They allocate real budgets to DEI initiatives, hiring, and programming. No funds? No championship title.
3. Own Your Power
   Use your influence to demand change. Whether you’re a CEO or a middle manager, champions push for policies and practices that level the playing field.
4. Be Transparent
   Champions share the good, the bad, and the ugly about their progress. Transparency builds trust and keeps everyone accountable.
5. Build Equity Into Everything
   Champions embed DEI into the DNA of their organization. It’s not just an HR initiative; it’s a business strategy.

The Bottom Line

DEI champions deliver. They create cultures where marginalized voices aren’t just heard; they’re centered. They make data-backed decisions, disrupt systemic inequities, and win by driving measurable change.

Advocates, we see you. But if you want the championship belt, it’s time to level up. DEI isn’t just a conversation; it’s a battle. And only champions fight to win.