Boom to Backlash: George Floyd's Legacy on DEI as a Business Imperative

DK BARTLEY

GLOBAL DEI EXPERT

BOOM TO BACKLASH

GEORGE FLOYD'S LEGACY ON DEI AS A BUSINESS IMPERATIVE

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To my mom and dad, who taught me the value of perseverance and authenticity, and why it's important to build a more inclusive world where everyone can contribute their full potential.

Introduction: Beyond Black and White

If you believe Diversity, Equity, and Inclusion (DEI) is just about checking boxes or hiring less qualified people to meet racial quotas, you've been lied to.¹ In fact, quite the opposite is true. Practicing DEI is about recognizing that businesses all over the world are currently hiring less qualified people because unconscious biases are built into the way we operate at every level. By identifying and correcting these biases, we can cast a wider net and find the most exceptional talent for every role. It has nothing to do with handing out jobs to people who don't deserve them. It is about finding potential superstars who are overlooked by the recruiting, hiring, management, and promotion practices that are currently in place.

When organizations truly embrace inclusion, they create a culture where every individual, regardless of background, has the chance to contribute, be heard, and succeed. This shift toward true equity fosters an environment where innovation thrives, creativity flourishes, and businesses are positioned to outperform their competitors. As research from Deloitte reveals, companies with inclusive cultures are six times more likely to innovate and twice as likely to exceed their financial goals.² The research shows that inclusive cultures are more innovative and drive better business outcomes. But understanding the real‐world application of these principles requires more than just data—it requires lived experience.

In 2013, Microsoft faced a critical crossroads in the tablet market. Apple's iPad dominated with a commanding 43.6 percent market share, setting records with 52.5 million devices sold. Microsoft's new product, the Surface RT, struggled to gain traction, failing to even break into the top five manufacturers.³ The Surface was a key part of the company's strategy, but it failed to resonate with consumers, leading to a staggering $900 million write‐down on unsold inventory.⁴

At the time, I was working at Dentsu, one of the largest networks of marketing and advertising agencies in the world, and my team was chosen to step in and help Microsoft navigate this turbulent moment. The solution we proposed wasn't groundbreaking in its complexity—it was about shifting perspectives. Rather than relying on traditional hiring pipelines, we sought out professionals who could connect with communities Microsoft had overlooked. We found people who understood the nuances of local cultures and needs. Over the next several months, we helped build diverse teams across Houston, Atlanta, Seattle, Detroit, and New York—people who weren't just familiar with these communities but could engage with them authentically. This shift in approach didn't just create more meaningful connections; it generated $66 million in new revenue for Microsoft in a single year. This wasn't an accident; it was the result of recognizing that diverse talent brings more than just different perspectives—it brings the ability to solve problems in new and innovative ways.

This focus on diversity as a driver of business performance isn't just anecdotal. A groundbreaking study published in Nature found that papers authored by diverse teams received 10.63 percent more citations than those from homogeneous groups, demonstrating their higher impact and influence in the scientific community.⁵

The stakes for getting this right have never been higher. In the aftermath of George Floyd's murder in 2020, corporate America made unprecedented commitments to diversity, equity, and inclusion. Major corporations pledged billions toward racial equity initiatives, with the financial sector alone committing over $50 billion.⁶

But, by 2023, a concerning trend had emerged. Major companies rolled back their DEI initiatives, with some completely dismantling all their diversity‐focused programs.⁷ Job postings with DEI in the title dropped by 23 percent,⁸ and many organizations began quietly distancing themselves from their earlier commitments.

Yet the most successful companies aren't abandoning DEI, they're evolving their approach. They're focusing on integrating diversity and inclusion into their core business strategies. They are moving beyond demographic targets to create truly inclusive cultures that drive innovation and growth.⁹

In today's global economy, the ability to identify, develop, and retain the best possible talent isn't just a business advantage—it's a necessity. The World Economic Forum's latest Global Talent Competitiveness Index reveals that countries excelling at attracting and developing diverse talent experience up to 50 percent higher innovation output and stronger economic growth.¹⁰ This is not about lowering standards or meeting quotas. It's about building systems that discover and nurture exceptional talent from all walks of life.

As organizations begin to see the importance of these principles, the shift is already happening. Forward‐thinking companies are moving beyond simple demographic goals to create inclusive cultures that directly link DEI strategies to business outcomes.¹¹ These data‐driven approaches show measurable results from implementing DEI best practices, such as up to 30 percent higher market share in key demographics and 45 percent improved employee retention rates.

This book is the culmination of everything I've learned from these experiences and from the world of business. Whether you're a CEO looking to transform your company, a manager building a diverse team, or a professional navigating your own career, this book will give you the tools to turn inclusion into a competitive advantage. I've witnessed DEI evolve from being a buzzword to one of the most powerful drivers of innovation and growth. The companies that thrive in the future will be those that understand the link between excellence and inclusion—not those that treat diversity as a checkbox exercise or believe that excellence and diversity are mutually exclusive.

As Business Insider's comprehensive analysis shows, companies that maintained or strengthened their DEI initiatives during the 2023–2024 downturn are now seeing tangible benefits: higher employee engagement, increased innovation, and stronger financial performance.¹² In the past five years, DEI has become one of the most contentious political battlegrounds, but also one of the biggest hidden drivers of success among the world's leading companies. The field is shifting, and those who stay on the cutting edge will reap the rewards, while those who fall behind will struggle to compete in an evolving marketplace.

Which will you be?

Notes

1. McKinsey & Company, Diversity Wins: How Inclusion Matters, McKinsey & Company, 2020, https://www.mckinsey.com/featured-insights/diversity-and-inclusion/diversity-wins-how-inclusion-matters .

2. Bourke, Juliet, The Diversity and Inclusion Revolution: Eight Powerful Truths, Deloitte Insights, January 22, 2018, https://www2.deloitte.com/us/en/insights/deloitte-review/issue-22/diversity-and-inclusion-at-work-eight-powerful-truths.html .

3. Albanesius, Chloe, iPad Loses Market Share, But Still Crushes Tablet Rivals, PCMag, January 31, 2013, https://www.pcmag.com/news/ipad-loses-market-share-but-still-crushes-tablet-rivals .

4. Keizer, Gregg, Microsoft Writes off Nearly $1B to Account for Surface RT Bomb, ComputerWorld, July 19, 2013, https://www.computerworld.com/article/1409993/microsoft-writes-off-nearly-1b-to-account-for-surface-rt-bomb.html .

5. Zheng, Hongwei, Weihua Li, and Dashun Wang, Expertise Diversity of Teams Predicts Originality and Long‐Term Impact in Science and Technology, arXiv preprint, October 10, 2022, https://arxiv.org/abs/2210.04422.

6. Schwarz, Robert, Corporate Racial Equality Investments—One Year Later, Harvard Law School Forum on Corporate Governance, August 30, 2021, https://corpgov.law.harvard.edu/2021/08/30/corporate-racial-equality-investments-one-year-later/ .

7. Klawans, Justin, Companies That Have Rolled Back DEI Initiatives, The Week, December 3, 2024, https://theweek.com/business/companies-dei-rollback .

8. Dumas, Breck, Diversity, Equity and Inclusion Programs Took a Hit in 2023, Fox Business, December 29, 2023, https://www.foxbusiness.com/politics/diversity-equity-inclusion-programs-took-hit-2023 .

9. Hood, Julia, and Rebecca Knight, 6 Ways DEI Programs Are Evolving as Companies Reorganize, Home in on Employee Skills, and Leverage the Power of AI, Business Insider, November 26, 2024, https://www.businessinsider.com/dei-evolves-as-the-culture-changes-and-ai-takes-hold-2024-11 .

10. Masterson, Victoria, These Countries Are the Best at Attracting, Developing and Retaining Talent, World Economic Forum, November 16, 2023, https://www.weforum.org/stories/2023/11/most-talent-competitive-countries-2023 .

11. Knight, Rebecca, As Some Companies Scale Back on DEI, Others Double Down on Their Efforts, Business Insider, October 23, 2024, https://www.businessinsider.com/companies-data-driven-strategies-tools-refine-dei-belonging-efforts-decisions-2024-10 .

12. Hood, Julia, and Rebecca Knight, 6 Ways DEI Programs Are Evolving as Companies Reorganize, Home in on Employee Skills, and Leverage the Power of AI, Business Insider, November 26, 2024, https://www.businessinsider.com/dei-evolves-as-the-culture-changes-and-ai-takes-hold-2024-11 .

1

Breaking the Silence

On May 25, 2020, George Floyd woke up to a typical Minneapolis spring morning.¹ A thin layer of clouds hung in the sky and the air was hot and heavy with moisture.² Floyd pulled himself out of bed. At 46 years old, he was working to rebuild his life after moving from his hometown of Houston, Texas, to Minnesota for a fresh start.³ Known as Big Floyd to his friends and family, he cut an imposing figure at 6′4″ but was thought of by those who knew him as a gentle giant. In fact, his high school football coach later recalled, If you said something to him, his head would drop … he just wasn't going to ball up and act like he wanted to fight you.⁴

That morning, Floyd likely thought about his daughters back in Houston.⁵ He may have said a prayer. Floyd was known in his community as a man of faith who had worked extensively with a Christian ministry called Resurrection Houston to mentor young men. The things that he would say to young men always referenced that God trumps street culture, recalled Ronnie Lillard, who performed with Floyd under the name Reconcile. I think he wanted to see young men put guns down and have Jesus instead of the streets.⁶ Perhaps he spent some time worrying that morning about making ends meet. The COVID‐19 pandemic had thrown millions out of work, including Floyd, after the restaurant where he worked as a bouncer was forced to close.⁷

George Perry Floyd Jr. was born in Fayetteville, North Carolina, and raised in Houston's Third Ward, where his mother moved the family seeking better opportunities.⁸ Growing up in the Cuney Homes housing project, known locally as The Bricks, Floyd found refuge in sports and music. His childhood friend Herbert Mouton remembered him as someone who could always lighten the mood after a tough loss: He never wanted us to feel bad for too long, Mouton recalled. The housing project's challenges were real. Residents created a self‐deprecating song: I don't want to grow up, I'm a Cuney Homes kid. They got so many rats and roaches I can play with.⁹

He was the first of his siblings to go to college, attending South Florida State College on a basketball scholarship before transferring to Texas A&M University–Kingsville.¹⁰ His college basketball coach, George Walker, remembered specifically seeking Floyd out: I was looking for a power forward, and he fit the bill. He was athletic, and I liked the way he handled the ball.¹¹ Though he didn't graduate, his family remembered how proud he was to be the first to make it to college. As a young boy in second grade, he had written an essay expressing his dream of becoming a Supreme Court Justice. When I grow up, I want to be a Supreme Court judge, young Floyd wrote. When people say, ‘Your Honor, he did rob the bank,’ I will say, ‘Be seated.’ And if he doesn't, I will tell the guard to take him out.¹²

Life hadn't been easy for Floyd. He struggled with addiction at times and had run‐ins with the law, including a 2007 armed robbery conviction that resulted in a five‐year prison sentence.¹³ But after his release, he was committed to turning his life around. He participated in Christian outreach programs in Houston's Third Ward, using his experience to mentor younger men and steer them away from violence. In one video message, he pleaded: Our young generation is clearly lost, man … Come on home, man. One day, it's gonna be you and God. You're goin' up or you're goin' down, you know what I'm sayin'? That's gonna be it.¹⁴

In Minneapolis, Floyd worked as a security guard at the Salvation Army's Harbor Light Center homeless shelter and later at Conga Latin Bistro, where he was known as a friendly face who would walk coworkers to their cars after late shifts.¹⁵ His employer at Conga Latin Bistro, Jovanni Thunstrom, remembered Floyd's warm personality: Always cheerful … He would dance badly to make people laugh. I tried to teach him how to dance because he loved Latin music, but I couldn't because he was too tall for me. He always called me ‘Bossman.’ I said, ‘Floyd, don't call me Bossman. I'm your friend.’¹⁶ When COVID‐19 hit and restaurants closed, Floyd, like millions of Americans, found himself out of work.¹⁷

On that fateful Memorial Day evening, Floyd walked into Cup Foods, a corner store he'd visited many times before. Like everyone else during those strange pandemic days, he wore a face mask.¹⁸ The store's owner, Mike Abumayyaleh, would later tell NBC News that Floyd was a regular customer with whom they had never had an issue. The teenage clerk who served Floyd that day was new to the job. When Floyd used what appeared to be a counterfeit $20 bill, the clerk initially intercepted it and returned it to Floyd, who then left the store. When Floyd returned about 10 minutes later and used another $20 bill, the clerk suspected both bills were counterfeit. Following store protocol, he informed his supervisor and called the police.¹⁹

At 8:08 PM, Officers Thomas Lane and J. Alexander Kueng arrived at Cup Foods.²⁰ Lane, who had been on the force for only four days, drew his gun and ordered Floyd to show his hands.²¹ Floyd was cooperative but visibly distressed. I'm sorry, I'm sorry, Floyd said. I didn't do nothing … What did I do though? What did we do, Mr. Officer? He begged the officers not to shoot him, telling them he had been shot before. When officers tried to put him in the squad car, he told them he was claustrophobic and had recently recovered from COVID‐19.²²

Officers Derek Chauvin and Tou Thao arrived later. What happened next would be captured on multiple cameras and viewed by millions around the world. Darnella Frazier, a 17‐year‐old bystander who had been walking with her 9‐year‐old cousin to the store, recorded the incident on her phone. Although this wasn't the first time I've seen a Black man get killed at the hands of police, she would later write, this is the first time I witnessed it happen in front of me. Right in front of my eyes, a few feet away.²³ For 9 minutes and 29 seconds, Chauvin kept his knee on Floyd's neck.²⁴ Even after Floyd became unresponsive, even after bystanders begged the officers to check his pulse, Chauvin didn't move. A Cup Foods employee called the owner crying, telling him, ‘Mike, Mike. What should I do? The guy can't breathe. They're killing him.’ ‘Call the police on the police,’ Abumayyaleh recalled telling the employee. And make sure it's recorded.²⁵ When the ambulance finally arrived, Floyd had no pulse. He was pronounced dead at 9:25 PM at the Hennepin County Medical Center.²⁶

George Floyd couldn't have known that his death would become a turning point in American history.²⁷ He couldn't have known that his last words, I can't breathe, would echo in protests from Seoul to Sydney, and London to Lagos.²⁸ He couldn't have known that his name would become a rallying cry for racial justice that would transform institutions around the globe.

Ripples in the Corporate World

The first call came minutes after George Floyd was pronounced dead. I let it go to voicemail, hoping to take a moment to process what I'd just witnessed on my screen. Then another call came. And another. The sound pierced through the quiet of my kitchen, where I sat with my takeout growing cold. The shrill beeping shook me out of my numbness.

I knew what these calls meant. As a DEI expert practitioner, I'd received similar calls before. Every time we received a tragic reminder of America's unresolved racial trauma my phone would ring. But something felt different this time. The calls weren't just from my usual network of DEI colleagues. They came from CEOs, board members, and HR directors I hadn't heard from in years.

One company offered me a million‐dollar base salary (plus very competitive long‐term incentives) on the spot to become their Chief Diversity Officer. I turned it down. It was obvious they didn't want real change; they wanted a poster child, someone they could point to and say, look, we're doing something. See? We hired a top expert. We care! But as my phone continued to light up with calls from corporate leaders across the country, I realized we were witnessing something unprecedented.

The response began locally. On May 26, hundreds gathered in Minneapolis at the site of Floyd's death. By May 27, protesters took to the city streets in growing numbers. Within a week, demonstrations had spread to almost every major US city, and most minor ones too, marking one of the largest protest movements in American history.²⁹ The unprecedented scale of documentation made this movement different from any before. Live streams of more than 400 protests were viewed over 1.4 billion times, creating what analysts called a perfect storm of visibility: there was simply no way to look away or deny what was happening.³⁰

As people across the country protested police violence, law enforcement officers often responded, ironically, with escalating force. Medical experts documented the devastating impact of the less lethal weapons used to break up crowds during these rallies. Rubber bullets penetrated skin, broke bones, ruptured eyeballs, and even caused traumatic brain injuries. Despite manufacturer guidelines specifying that these weapons should only be aimed at the lower body, videos showed officers frequently targeting protesters' heads and upper bodies.³¹ These efforts only spurred the protesters on, as citizens grew more justified in their anger. The very tactics meant to silence the demonstrations instead amplified them, broadcasting police aggression to millions of viewers worldwide.

Those still sheltering in place took to the internet to express their outrage and support. According to Pew Research Center, the phrase Black Lives Matter appeared on Twitter an average of 2 million times a day in the weeks following Floyd's death, with the hashtag being used nearly 47.8 million times between May 26 and June 7, 2020, marking the highest volume of daily tweets using the hashtag since the platform began tracking it.³²

On June 2, 28 million Instagram users participated in Black Out Tuesday, a movement that originated within the music industry but quickly spread across social media platforms. Major music labels including Atlantic Records, Capitol Music Group, Warner Records, and Sony Music joined the protest by pausing all business operations for the day.³³ Instead of posting traditional content, millions of users uploaded simple black squares to their Instagram feeds. Though well‐intentioned, Black Out Tuesday revealed the complexity of digital activism—many critics pointed out that the black squares were drowning out information and resources being shared by organizers on the ground.

Within weeks, the calls for justice had crossed oceans. More than 70 countries held solidarity protests and demonstrations.³⁴ In London, thousands of protesters flooded Trafalgar Square, kneeling in solidarity for a minute's silence before chanting no justice, no peace. Signs bearing Floyd's last words, I can't breathe, were raised alongside the names of Black Britons who had died in police custody. The demonstrations spread across the UK, with protests erupting in Manchester, Cardiff, Leicester, and Sheffield.³⁵

In Paris, a crowd of 20,000 people gathered outside their US Embassy, defying a police ban on large gatherings during the COVID‐19 pandemic. The protests quickly evolved to encompass France's own struggles with police violence, with demonstrators carrying signs that read Justice for Adama alongside Justice for Floyd.³⁶ In Sydney, Australia, tens of thousands marched through the heart of the city after winning a last‐minute court appeal to authorize the demonstration. What began as a protest against American police brutality transformed into a powerful statement about Indigenous deaths in Australian police custody.³⁷

These weren't just expressions of solidarity with American protesters—people in other countries saw their own struggles reflected in Floyd's death. In France, demonstrators drew explicit