McDonald’s and ASOS are just two of the high-profile brands that have recently stepped back from targeted EDI recruitment strategies, and we’re starting to see this shift ripple into the events industry. But while it might look like EDI is losing ground, the truth is more nuanced: it’s not that EDI no longer matters, it’s that it can’t stand alone. To make a real impact and win business, it needs to be embedded within something bigger.
EDI was never designed to win contracts, it was about doing the right thing. EDI remains critical for fairness, representation and long-term social progress. But doing the right thing doesn’t always align directly with commercial outcomes and many agencies have taken this stance. That’s why we’re seeing a quiet pivot: investment and focus are shifting from standalone EDI initiatives to broader, measurable ESG strategies like B-Corp certification.
Environmental, Social and Governance (ESG) is fast becoming the new baseline for credibility. Today’s clients – especially major brands – want to work with agencies who can demonstrate ethical behaviour, sustainability and good governance, not just talk about it. When agencies try to get on a Preferred Supplier List (PSL), they’ll find that while an EDI policy helps tick a box, it’s rarely the dealbreaker. The real scrutiny comes when the ESG credentials come into play. Think B Corp certification, sustainability reporting and proof of impact.
EDI is, and should always be, a vital part of your ESG strategy. The best ESG strategies don’t replace EDI; they elevate it. ESG simply gives EDI a more powerful framework and measurable accountability. It places inclusivity in the context of responsible leadership, employee wellbeing, governance structures and sustainable growth. It ties people and planet together.
Agencies that once shouted about their EDI credentials as a point of difference are now realising it’s not enough to say “we’re inclusive” or “we value diversity” especially when companies like Lego have already watered down their EDI mission statements. They now must show how those values are embedded in everything they do, how they’re governed, measured and reported on. And they also need to show how that fits into a wider ecosystem of ethical and sustainable practice.
There’s no denying that ESG speaks directly to the bottom line. Investors want it, clients demand it and employees expect it. And it’s not just about box-ticking, it’s about accountability. The B Corp standard, for example, isn’t a PR tool; it’s a rigorous assessment that shows your business is walking the talk. That’s the sort of proof today’s clients want.
Of course, the challenge is that ESG is a wide and complex landscape, and often, EDI risks getting lost within it. But that’s why agencies need to make a conscious effort to integrate EDI into their ESG strategies, not see them as separate initiatives. Because when they’re combined, they’re powerful. ESG gives EDI a measurable structure; EDI gives ESG a human heart.
The reality is that if you’re still relying on your EDI policy as your main differentiator, you’re behind the curve. But if you’re using EDI as part of a broader, credible ESG story, then you’re in a much stronger position. The conversation has shifted from intentions to outcomes. It’s not about saying the right thing, it’s about proving you’re doing the right thing, consistently.
Agencies were right to build EDI policies, it helped them attract talent, build trust, and start important conversations. But now that those policies are in place, the next step is to evolve. That doesn’t mean abandoning EDI; it means embedding it more deeply, aligning it with governance, culture, and environmental responsibility.
The future belongs to those who can show real, measurable, joined-up progress. Read the press and you’ll see fewer headlines about EDI, but that’s not because it doesn’t matter. It’s because it’s now expected.
EDI isn’t going away – it’s becoming part of something bigger. And that’s exactly where it should be.
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About the author.
I’m Robert Kenward, Chief Talent Officer and creator of FitabilityⓇ.
I’ve been working in the recruitment, Live Events, Brand Experience, and Experiential Marketing space for over two decades. I’ve been a candidate, a client, and a recruiter.
This makes me well acquainted with the challenges you face and enables me to cover the entire talent spectrum above £60k.
I care deeply about my work and I’m generous with my time.
Get in touch if you’d like a new perspective on solving classic hiring problems.
07710 681980
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