Resistance against diversity, equity, and inclusion (DEI), which is often referred to as “backlash,” undermines the effectiveness of DEI and may result in the harassment of marginalized group members, highlighting the need to effectively address it. Typically, scholars study anti-DEI resistance as an individual-level phenomenon. Yet, the current wave of anti-DEI resistance in the U.S. also includes organizational and government actions, including public accusations that DEI is “unAmerican” (The White House, 2025). Thus, anti-DEI resistance might be better understood as a multi-level phenomenon that involves profound disagreements about cultural values. To better understand anti-DEI resistance, we integrate the backlash literature with the culture cycle framework (Markus & Kitayama, 2010), which suggests that culture comprises individuals, interactions, institutions, as well as broader ideals and values. We argue that integrating these two literatures may provide a better understanding of: (1) the ideas and structures that guide DEI and anti-DEI resistance, (2) the multi-level nature of anti-DEI resistance, including how resistance at one level (e.g., individual actions) may affect resistance at another (e.g., organizational actions), (3) how ambivalent resistance (i.e., simultaneously supporting and resisting DEI) may emerge both within and across levels, producing changes in support for DEI over time, and (4) how to address anti-DEI resistance. We then draw on the seven principles of intentional cultural change (Hamedani et al., 2024)—an outgrowth of the culture cycle framework—to advance actionable and empirically supported interventions designed to remediate anti-DEI resistance and cultivate inclusive change. We conclude by offering directions for future research.
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