This article was originally published in deidei’s January newsletter and was updated following our CEO’s interview with Tivi magazine in April.

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While DEI faces growing backlash in the U.S., in the Nordics and in Europe inclusion development is far from stalling. deidei’s CEO, Jasmin Assulin, recently joined a conversation in Tivi magazine with the CEO of Reaktor and Tietoevry’s Global Head of People and Culture to unpack the latest shifts in the IT industry. Their message was clear: inclusion is here to stay. In this article, Jasmin dives deeper into the evolving landscape and what it means for the future of inclusion in organizations across the Nordics and Europe.​

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For companies seeking long-term competitive advantages in an increasingly globalized market and aiming to build workplaces that enable people to thrive, inclusion development remains essential. While global trends – including recent shifts in the U.S. – influence on the Nordic and European DEI landscape, the people and business incentives for companies remain unchanged.​​

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In the Nordics and Europe, inclusion efforts are also rooted in legislation. In Finland examples of these are the Equality and Non-discrimination Acts. In Europe, local legislations are further strengthened by EU-wide regulations like the Pay Transparency Directive and CSRD. 

Yet despite this growing strategic and legal foundation, the DEI industry in the region is still evolving, experiencing both growing pains and notable progress.

Growing pains and progress: The evolving DEI landscape in the Nordics and Europe

There’s no doubt that the DEI industry, being relatively young and disunified in the Nordics and Europe, also has room to develop. Some companies and DEI consultants have not always succeeded in aligning inclusion development with local contexts and organizational strategies, business goals, or core values. Challenges such as a lack of measurable objectives, ineffective training, unclear messaging and communications, performative actions, and the mixing of activism with organizational development have hindered the impact of the industry.

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However, the DEI industry has also made significant progress and impact already. This January, a new A Comparative Analysis of the Reception of Immigrants into Finnish Working Life in 2016 and 2024 report by the Ministry of Economic Affairs and Employment in Finland found that in 2024, people with foreign-sounding names are increasingly more likely to get called for a recruitment interview. ​

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Research increasingly demonstrates that active DEI development within organizations and the labor market in recent years has delivered tangible results.

Even with the gradual progress in working life, the problems persist and require further action to sustain positive development. Becoming better at attracting and retaining talent is a matter of utmost importance for companies. For example, in Finland, at least 130,000 new employees will be needed by 2030 due to the aging population. To address this, organizations must become better at utilizing existing talent within the country and attracting new talent from abroad.

Why we keep going: deidei’s role in developing inclusion with our clients 

deidei’s mission has always been to drive outcome-based development that leads to real, system-focused change, grounded in each client’s unique context. We think that forward-thinking companies and organizations don’t merely view inclusion development as a compliance measure or a box-ticking exercise. Instead, they recognize it both as a basic human need to be seen, heard, valued, and respected, and as a driver of growth, success, and long-term sustainability. For them, diversity, equity, and inclusion are a part of everyday organizational and business practices and development.

That’s why we’ll keep supporting our clients in driving real, meaningful change and outcomes by focusing on what matters most to them. We’ll continue to deliver practical, end-to-end solutions that help organizations thrive – from data and insights to strategy, hands-on implementation, learning and development, and inclusive branding, marketing, and communications.

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The need for inclusion development isn’t going anywhere. In the face of backlash, we must continue moving forward.

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Jasmin Assulin CEO & Co-founder, deidei