The Bridge
In the face of DEI backlash, belonging plays a key role to future success
Diversity, equity, and inclusion (DEI) efforts in workplaces soared, but now they’re waning. The author’s research touts “belonging” as crucial, yet contested.
Last Updated on September 21, 2024 by Daily News Staff
Andrea Carter, Adler University
Diversity, equity and inclusion efforts have become increasingly visible in U.S. workplaces, especially over the past five years. However, DEI has recently come under attack, with companies scaling back their DEI plans.
As a professor of organizational psychology, I believe businesses should refine rather than abandon these efforts. Introducing a powerful concept, “belonging,” could hold the key.
Although people mistakenly use “belonging” and “inclusion” interchangeably, their differences matter a lot – and can have a significant impact on employee satisfaction and organizational success.
What DEI is and why it’s struggling
Diversity initiatives have a long history in American workplaces, but it’s only recently that “DEI” has become a buzzword. DEI refers to policies and initiatives implemented by organizations to ensure fair treatment of and full participation by all people.
Adoption of formal DEI programs has seen significant growth. In 2019, around 64% of organizations had some form of DEI initiative. By 2023, this rose to 89%, demonstrating a clear upward trend.
Research shows that companies with diverse teams are 70% more likely to capture new markets and are 87% better at making decisions. Additionally, 85% of CEOs report diverse workforces improving profitability. Despite this, a trend of businesses and schools significantly or completely eradicating their DEI initiatives has become prevalent in 2024.
What happened? While external factors contributed to the backlash, including political pressure and a changed legal environment, research suggests that problems with how DEI is conceptualized and practiced also bear a fair share of the blame.
Misunderstanding DEI
While diversity and inclusion are often well-intentioned, many organizations that approached change initiatives solely through diversity metrics have failed. Effective DEI strategy focuses on learning and development, mentorship, and allyship, extending beyond race and gender. The challenge comes from narrow views of DEI, driving oversimplifications and zero-sum thinking.
For example, people have multiple intersecting identities, with complex traits that often depend on social context. But some DEI efforts ignore that complexity, reducing employees to a single category, such as gender, race, age or disability status. That leaves people, regardless of whether they feel included in “ingroups” or “outgroups,” feeling diminished.
Similarly, research shows that people’s actions and opportunities are strongly influenced by their environment. But too often, DEI efforts place the responsibility for growth entirely on individuals. That actually reinforces people’s biases because group dynamics and social structures shape collective behaviors.
When models fail to distribute accountability and responsibility effectively, collective behavior will uphold toxic environments.
To be fair, not all organizations have fallen into these traps. Those with leaders that adopted a more contemporary understanding of power and bias have developed more effective strategies for employees to thrive.
My research suggests that for DEI initiatives to succeed, respect and fairness must be present. These requirements are rooted in the foundations of belonging.
DEI’s evolution: Integrating belonging for lasting impact
While belonging is related to inclusion, research shows it’s much more than just a synonym.
Inclusion may focus on being seen, accepted and valued within a team or community. Belonging goes deeper, involving a genuine sense of connection and identity within a group.
To truly experience belonging, it’s not enough to feel included; my research shows that five critical indicators must also be present.
These elements ensure that individuals feel a deep, meaningful attachment to the group, which inclusion alone cannot fully achieve. This distinction underscores that belonging is a unique and essential experience, distinct from inclusion, and critical for fostering a truly cohesive and supportive environment.
So what are the five indicators of belonging? They are comfort, connection, contribution, psychological safety and well-being, and all of them can be measured.

When an environment is high in each of the five indicators, and the measured gap between the ingroup and outgroup is low, it suggests an environment where responsibility for creating opportunities to thrive are shared and balanced. Let’s unpack these concepts:
- Comfort. When an organization is high in comfort, people feel seen for who they are. This requires them to accept that others have complex, sometimes contradictory identities, and to adopt a mindset of awareness. Perhaps counterintuitively, achieving comfort requires being a little uncomfortable, too. That’s because respectfully seeing and being seen means acknowledging other people’s discomfort.
- Connection. Connection is the need to be known and trusted. For an organization to score high on connection, people will be aligned on values and goals. Connection creates a shared sense of responsibility and accountability. This shared responsibility is a foundation for empathy, since trust and fairness are born from understanding and empathizing with the social and emotional needs of others.
- Contribution. An organization high in contribution values its members for the unique and diverse attributes they bring to the table. In belonging environments, an individual’s contribution is evaluated through curiosity and openness; ideas and perspectives are shared to influence and challenge the status quo, driving innovation and creativity. When someone is genuinely acknowledged for their contributions, both they and their team feel fulfilled.
- Psychological safety. When a person is genuinely accepted into a group, making a mistake or even failing is seen as a chance to learn and grow, not an opportunity to shame, blame or exclude. This is the essence of psychological safety. In cases where people’s perspectives are dramatically different, psychological safety requires everyone to reflect and put themselves in the shoes of the other to respect their differences and be accountable for behavior.
- Well-being. In an organization high in well-being, members’ experiences are considered and cared for. This requires everyone to share responsibility for caring for individuals, groups, teams and the organization as a whole, each with their authentic needs.
Belonging, based on my research, is not just a buzzword; it’s the bedrock of a thriving, innovative workplace. Leaders who understand this and take action can enhance individual well-being while unlocking the full potential of their teams.
By committing to building environments where the indicators of belonging are prioritized, leaders can ignite passion, loyalty and excellence in their workplaces.
Andrea Carter, Adjunct Faculty in Industrial and Organizational Psychology, Adler University
This article is republished from The Conversation under a Creative Commons license. Read the original article.
The Bridge is a section of the STM Daily News Blog meant for diversity, offering real news stories about bona fide community efforts to perpetuate a greater good. The purpose of The Bridge is to connect the divides that separate us, fostering understanding and empathy among different groups. By highlighting positive initiatives and inspirational actions, The Bridge aims to create a sense of unity and shared purpose. This section brings to light stories of individuals and organizations working tirelessly to promote inclusivity, equality, and mutual respect. Through these narratives, readers are encouraged to appreciate the richness of diverse perspectives and to participate actively in building stronger, more cohesive communities.
https://stmdailynews.com/category/the-bridge
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Stories of Change
The Holiday Spirit Matters But So Does What Happens After
The Holiday Spirit: Holiday generosity is powerful, but community needs don’t end when the decorations come down. Learn practical ways to give back year round—volunteering, donating, sharing skills, and supporting causes you believe in—with help from United Way.

The Holiday Spirit Matters — Why Giving Back Should Last All Year
(Family Features) During the holiday season, many people feel a renewed sense of generosity. It’s a time when communities come alive with food drives, toy collections, volunteer events and donation campaigns – all fueled by the spirit of giving. While this seasonal energy can be powerful, the need it responds to doesn’t fade when the decorations come down. Giving back is not only essential during the holidays; it’s also the foundation of stronger, more resilient communities year round. People in nearly every community face challenges – whether it’s affording holiday presents or meeting basic needs like food, rent and utilities. For many families, current economic strains are forcing them to make tough decisions like sacrificing necessities or depleting savings to create moments of holiday joy.
This is a time to rally support and help neighbors in need. Right now, many community members who didn’t previously need help are seeking support. Acts of generosity large and small help close gaps and strengthen communities. When individuals and businesses give their time, resources and talent, they can help ensure everyone has a fair chance to not only survive but thrive. Communities rely on nonprofit organizations like United Way – one of the oldest and largest organizations committed to tackling local challenges and mobilizing communities to improve lives. With a presence in nearly 99% of communities across the U.S., the organization recognizes the power of giving and relies on seasonal and year-round generosity to deliver food and housing assistance, youth programs, mental health support, disaster recovery and more. This holiday season and beyond, to assist your community consider taking actions such as: Volunteering Offering your time is one way to make a real change in your community while helping build a more resilient future for all. What’s more, research shows the personal benefits of volunteering, such as reduced feelings of isolation, loneliness and risk of depression. Whether it’s a community event, ongoing support or in-person activities, making a difference for others feels good. Donating Sharing your financial resources can play a vital role in helping communities thrive. Your donation can help put food on the table for families in need, support kids who are struggling or provide mental health services to the most vulnerable individuals. Remember, your gift of any size combines with the gifts of others and builds stronger, more resilient communities. Sharing Expertise or Talent Generosity can take many forms. Making a difference isn’t just about time and money; it can also mean sharing skills or knowledge, and even social networks to bolster charitable efforts. Giving back builds a shared sense of responsibility. It reminds people that strong communities don’t happen by accident – they’re created through connection, compassion and collective action. Supporting Causes You Believe In Every community faces their own unique, pressing challenges and almost everyone has a cause that’s close to their hearts. Identify organizations working to advance those causes and make a plan to support them. Find opportunities to support your community this holiday season and make generosity a year-round tradition at unitedway.org/local. Nourishing Our Heroes: Eight Years of Impact at Phoenix VA’s Veggies for VeteransLink: https://stmdailynews.com/nourishing-our-heroes-eight-years-of-impact-at-phoenix-vas-veggies-for-veterans/
Stories of Change: People Making a Difference
Discover inspiring stories of changemakers making a positive impact. Explore videos and articles of people tackling today’s biggest challenges with action and hope. Visit: https://stmdailynews.com/stories-of-change/
STM Daily News is a multifaceted podcast that explores a wide range of topics, from life and consumer issues to the latest in food and beverage trends. Our discussions dive into the realms of science, covering everything from space and Earth to nature, artificial intelligence, and astronomy. We also celebrate the amateur sports scene, highlighting local athletes and events, including our special segment on senior Pickleball, where we report on the latest happenings in this exciting community. With our diverse content, STM Daily News aims to inform, entertain, and engage listeners, providing a comprehensive look at the issues that matter most in our daily lives. https://stories-this-moment.castos.com/
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Blog
Glad and Oscar the Grouch Team Up for a Trashy, Toe-Tapping Campaign
Glad teams up with Oscar the Grouch for a playful revival of the “Don’t Get Mad. Get Glad.” campaign, featuring a musical number, limited-edition Oscar-inspired trash bags, and a fresh take on making trash day fun for all ages.
Glad revives its most popular, decades-long, star-studded ad campaign, “Don’t Get Mad. Get Glad.”
A Classic Campaign Gets a Grouchy Remix
Why Oscar? Why Now?
Nostalgia Meets New Audiences
Limited-Edition Oscar Goodies and Where to Find Them
Where to Watch
- Glad revives its most popular, decades-long, star-studded ad campaign, “Don’t Get Mad. Get Glad.”
- Glad revives its most popular, decades-long, star-studded ad campaign, “Don’t Get Mad. Get Glad.”
Bringing the Campaign Home: Phoenix Community Clean-Up
- “Phoenix, let’s get grouchy about litter and Glad about clean streets! Join our community clean-up and share your photos with #GladToCleanPHX.”
- “Spotted: Oscar the Grouch in Phoenix! Grab your Glad bags, clean up your neighborhood, and tag #OscarLovesTrash for a chance to be featured.”
- “Spring cleaning in Phoenix just got a lot more fun—thanks to Glad and Oscar! Who’s joining our next clean-up day? #GladToCleanPHX”
About the Brands
- Glad Products Company
- Sesame Workshop
- PRNewswire
- Press release via Glad, Dec 2, 2025 (based on IRI data, last 52 weeks ending 10/26/2025)
High Demand Marks “Veggies for Veterans” Event Amid SNAP Delays
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Community
Ollie’s Bargain Outlet Turns Spare Change Into Holiday Hope with Feeding America Partnership
Ollie’s Bargain Outlet launches its sixth annual hOLLIEday Caring campaign with Feeding America, letting shoppers round up purchases to fight hunger. The initiative has raised over $4 million for local food banks since 2019.
Ollie’s Bargain Outlet Turns Spare Change Into Holiday Hope with Feeding America Partnership
When you’re hunting for bargains this holiday season, your spare change could do more than jingle in your pocket—it could put food on a neighbor’s table. Ollie’s Bargain Outlet is launching its sixth annual hOLLIEday Caring campaign, partnering with Feeding America® to give shoppers an easy way to fight hunger right at the register. From December 7th through December 24th, customers can round up their purchases to support local food banks in communities where Ollie’s stores operate. It’s a small gesture that adds up fast—over the past five years, these round-ups have generated more than $4 million for families facing food insecurity.Why This Campaign Matters More Than Ever
Food insecurity isn’t just a holiday problem—it’s a year-round crisis that intensifies when the calendar turns to November and December. Rising costs for food, housing, and healthcare have pushed millions of Americans into impossible choices: pay the electric bill or buy groceries? Fill a prescription or feed the kids? The Feeding America network has responded to this growing need by rescuing more than 4 billion pounds of wholesome food over the past year. But as demand increases, so does the pressure on food banks to keep shelves stocked and families fed. “The holidays can be a particularly challenging period for those in need and the food banks that support them,” the campaign announcement notes. “This is a time when families are forced to choose between food and other necessity items, food banks face rising demand, and families nationwide are turning to the Feeding America network of partner food banks to help make ends meet.”How Round-Ups Create Real Impact
The beauty of Ollie’s hOLLIEday Caring campaign lies in its simplicity. There’s no complicated donation process, no separate transaction, no guilt-inducing ask at the checkout. Just a quick question: would you like to round up your purchase? That extra 37 cents or 82 cents might not seem like much in the moment, but multiply it across hundreds of thousands of transactions at 613 stores in 34 states, and suddenly you’re talking about meaningful resources for local food banks. “Our hOLLIEday Caring campaign encourages shoppers to turn spare change into meaningful support that puts food on the table for neighbors and creates the kind of real change and hope families need right now,” said Tom Kuypers, Senior Vice President of Marketing at Ollie’s.A Partnership Built on Community Values
What makes this initiative particularly effective is that donations stay local. The funds raised support Feeding America’s network of partner food banks in the communities where Ollie’s operates, ensuring that your round-up in Pennsylvania helps Pennsylvania families, and your contribution in Arizona supports Arizona neighbors. This localized approach reflects Ollie’s broader commitment to the communities it serves. “At Ollie’s, caring for our associates, customers, and the communities in which they live in is a core value,” Kuypers emphasized. Elizabeth Pettengill, Interim Vice President of Corporate Partners at Feeding America, echoed that sentiment: “We are grateful for partners like Ollie’s who help make our work possible. Every round up at the register supports local food banks in communities across the country, helping to ensure families can bring meals home during the holidays and beyond.”Beyond the Holidays
While the hOLLIEday Caring campaign runs through Christmas Eve, the need for food assistance doesn’t end when the decorations come down. Food insecurity is a persistent challenge that requires sustained support throughout the year. That’s why partnerships like this one matter—they create awareness, build habits of giving, and demonstrate how easily everyday shoppers can contribute to solutions. When charitable giving is integrated into routine activities like grocery shopping or bargain hunting, it becomes accessible to everyone, not just those with disposable income to spare.How to Participate
If you’re shopping at Ollie’s between December 7th and December 24th, simply say yes when the cashier asks if you’d like to round up your purchase. That’s it. Your spare change will be directed to Feeding America’s network of local food banks, helping families in your community access the food they need. And if Ollie’s isn’t part of your regular shopping routine, consider how you might support local food banks in other ways—whether through direct donations, volunteering, or participating in similar round-up campaigns at other retailers. The holidays remind us that community isn’t just about celebration—it’s about showing up for each other, especially when times are tough. Sometimes that looks like a grand gesture. Sometimes it’s as simple as rounding up to the nearest dollar.About Ollie’s Bargain Outlet
Ollie’s is a leading off-price retailer specializing in brand name closeout merchandise and excess inventory. With 613 stores across 34 states, the company’s mission is to sell “Good Stuff Cheap®” at prices up to 70% below traditional retailers. Learn more at ollies.com. For more stories about people making a difference in the community, whether it’s locally or globally, visit our Stories of Change section.Sources: Looking for more ways to support families facing food insecurity? Visit your local food bank’s website to learn about donation opportunities, volunteer shifts, and community programs.
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