Something doesn't add up here.

This year, almost 40% of US companies planned to cut back on sponsorships and other external engagements related to Pride Week. But recent surveys show that — despite the apparent outcry — consumers and employees across the ideological spectrum firmly support DEI.

To me, it's a classic case of perception versus reality. Rather than listen to their stakeholders, companies are catering to shifting political winds, something that may prove dangerously shortsighted.

Flip-flopping is never a good look, especially when it comes to values. A business risks being perceived as not standing for anything and alienating the very people who build its value: employees and customers.

We've taken a different approach. From the beginning, before it was called DEI, diversity was part of our company DNA. The original team of four was LGBTQ , and our location in Montreal's Gay Village helped us attract talent from a wide range of other identities and backgrounds.

For two decades, as we've grown to thousands of employees and $1-billion-plus in annual revenue, welcoming and celebrating diversity has made our business stronger. We're not about to stop because of political pressure.

That doesn't mean DEI programs are perfect — far from it. In fact, the current debate is an opportunity for companies to refocus by addressing those flaws. Here's why........

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