Brands are facing increasing pressure over their diversity, equity and inclusion efforts with marketers feeling the heat from lawsuits and other fallout, The Wall Street Journal reported.

After the U.S. Supreme Court’s move to eliminate affirmative action in higher-education admissions, there’s been heavy pushback from some conservatives and more scrutiny given to how brands handle DE&I.

However, many aren’t shaken. Brands have used race-related data for years when tapping contractors to aid in creating marketing campaigns and media outlets for when they purchase advertisements, per WSJ.

“Major marketers including Procter & Gamble and Microsoft will continue to invest more money with diverse suppliers such as Black-owned and operated media companies and marketing firms, respectively, the companies say,” per WSJ.

Numerous smaller org marketing heads at places like Visit Philadelphia, a tourism agency, hired DE&I consultants to assist them in looking at ad agencies who are vying for their business.

“I find it almost irresponsible to not work with a DEI consultant when you are in a pitch or when you are developing work,” Neil Frauenglass, Visit Philadelphia’s chief marketing officer, said. “The consultants widened our view.”

Why it matters: Marketers are standing boldly by what they believe in as they continue to advance in their DE&I efforts.

These marketers and brands are putting their foot down on DE&I commitments that they feel are important. They see the power lies in not just saying that they want to be more diverse, but actually putting forth the effort.

Brands like Procter & Gamble and Microsoft are strategically forging ahead and exemplifying this. They are intentionally connecting with more diverse suppliers, which elevates their brand appeal.

“It’s a proven way to effectively reach Black consumers,”  a P&G spokesperson told the WSJ.

Their comms goes beyond mere DE&I talking points to action. They know that outreach to these communities matters and makes a notable difference in their diverse marketing efforts.

While some trends against DE&I marketing might make some brands feel like they are pushed into a corner, their diverse messaging and efforts are still striking a chord.

Their intentionality will resonate with the right audiences who want to see reflections of themselves in campaigns, advertisements and other strategic messaging from brands.

That might be the biggest payoff of all.

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• It’s Google’s 25^th birthday! The brand pays homage to how far its search engine has come with throwback logo images leading us to the present day on the homepage. Google has answered billions of questions, ranging from the obvious to the life-changing. “As we celebrate our 25th birthday today, we’re also celebrating 25 years of your curiosity,” according to a Google blog post. “After all, your curiosity is what has fueled us — and our progress.” This brand has grown in size and scope, staying relevant to users for years. Continue to stay curious as you work to evolve and elevate the comms in your brand.

Sherri Kolade is a writer at PR Daily. When she is not with her family, she enjoys watching old films, reading and building an authentically curated life. This includes, more than occasionally, finding something deliciously fried. Follow her on LinkedIn. Have a great PR story idea? Email her at sherrik@ragan.com.