Standing your ground on DEI: Leadership values in changing times
By Michaela Krause
At Laika, we’ve never been fans of rainbow-, pinkwashing or performative campaigns. If you know us, you know: we tend to walk the walk long before we talk about it.
But right now, on this topic, silence just doesn’t feel like an option anymore.
The tide has shifted. Remember when rainbow crossings and “Black Lives Matter” murals became almost expected signals of support? Fast-forward to now: those colors are fading—sometimes literally, sometimes loudly scrubbed away (looking at you, SAP, XX and XX).
And let’s be honest: this isn’t about crosswalk paint. This is about leadership, culture, and what kind of space you're building for your people.
We’ve entered a moment where neutrality is no longer neutral. When you choose not to take a stance, you're still making a choice—one your team, your partners, and your audience will notice. And remember. Not only now, in pride month that feels the least proud it has been for decades.
The business case for clarity
Some leaders are tempted to sidestep controversy, choosing carefully worded vagueness instead of clarity. We get it — navigating DEI right now is genuinely tough. What used to be seen as values-driven leadership is increasingly politicized. Not only in the U.S., powerful voices are pushing back — state-level bans on DEI roles and programs, legal threats against corporate diversity targets, and even shareholder lawsuits challenging ESG and DEI strategies. This isn’t just ideological; it’s starting to shape regulation, economic pressure, and access to talent and markets. The fear of saying the wrong thing is real — but so is the risk of staying vague or silent as we know from experience:
People—especially younger talent—want to work with companies that share their values
Customers notice when your silence speaks louder than words
Your culture becomes your reputation, whether you like it or not
Where we stand, and why we mean it
I won’t pretend to have all the answers to these challenging times being merely a founder to a not even a decade old SME, but what I do have is a strong radar for when something feels off—and a responsibility to act on it.
Call it wishful thinking if you want. But diversity, equity, inclusion… these aren’t “topics” for us. They’re part of who we are. My immediate close surrounding includes brave trans individuals who face the realities of this “new” world daily. And Laika’s crew? We’ve built a space crew that reflects real-world diversity in all its dimensions. It’s not a bullet point—it’s our normal.
And while we don’t shout about it often, our values guide how we spend our time and talent: For example, 10% of Laika’s total working hours are reserved for pro bono work. One of those projects is with about BIWOC* Rising, an initiative supporting BIPOC women in creative industries. We’re proud to support them—not as a side gig, but because our values guide how we spend our time and talent.
Yes, stakeholder fear is real. But so is alignment.
The concern that taking a clear stance on DEI might alienate customers or partners with different views is real—and valid. Business is business, and no one wants to shut doors easily. Especially not in a global economy that’s already unpredictable, where the same forces driving backlash against DEI also seem to shake financial stability on a whim.
But here’s what I’ve consistently observed: the partnerships that fall apart over your values rarely lead to productive or fulfilling work anyway. On the other hand, the strongest, most successful relationships I’ve built—whether with clients, collaborators, or team members—have always been grounded in shared principles. Even when we’ve disagreed on specific approaches or made different tactical calls, the alignment at the core has made the work better, more honest, and more resilient.
Yes, there might be repercussions for taking a stand. But there are also real consequences to staying silent or vague—missed opportunities, internal disillusionment, or worse: becoming a brand people don’t quite trust anymore.
I often put it like this: I didn’t start Laika to get rich or become famous. (And if that had been the goal, let’s be honest—I’d be doing it all wrong.) I started Laika because I wanted to change how I work, and how others around me work too. Because work shapes such a big part of our lives, and I believe we owe it to ourselves to make it at least halfway decent: more human, more respectful, more enjoyable.
That’s still my ambition. And it’s why values can’t just be optional flair—they have to be part of the actual business logic.
Questions we keep coming back to
As more and more businesses are being pushed—or choosing—to backtrack on DEI, we’re revisiting the same questions we asked ourselves when we started Laika nearly seven years ago. Maybe they’ll resonate with you, too:
What values define us when no one’s watching?
How do we communicate our stance without turning people into KPIs?
Where do values meet strategy, not just storytelling?
What spaces do we need to create for real conversations?
How do we measure impact, not just intention?
The courage to chart your own course
In space, the most meaningful missions didn’t take the safest routes—they pursued bold objectives with clarity and courage.
Our name honors that spirit. Laika the dog was sent into orbit with no plan for her return. It’s a sobering reminder that meaningful progress sometimes comes with risk.
Today’s business landscape is no different. Yes, taking a stand might mean some people drift away. But it also means the ones who stay are really with you.
And I’d go one step further: if we follow the trajectory some voices are pushing us toward, there might soon be no space trajectory at all—for some of us.
Speaking as a woman in business, it’s unsettling to watch how quickly decades of progress can be questioned, watered down, or reversed.
That’s why showing up—clearly, consistently, and with intent—matters.
In the long run, it’s what makes your company not only stronger, but worth building in the first place.
And here’s to the companies that recently stood their ground—choosing principle over pressure. We did the effort to create a little A-Z of who is still in your corner, no matter the pressure:
ABOUT YOU, Apple, Asda
Ben & Jerry's
Cisco, Cosco
Deutsche Bank, DHL
Evonik
funk
GASAG Gruppe
Henkel
ING
John Lewis, Just Eat
Kettler
Lovehoney, Lufthansa, LUSH
Marriott
Next
Ocado
Playtika, Proudr
Qualtrics
REWE
Skullcandy
TUI
UNICredit
Vivantes – Netzwerk für Gesundheit GmbH
Waitrose, Wix
Xbox
Zalando, Zooplus