Over the last decade, diversity, equity, and inclusion became central pillars in higher education marketing. Schools across the country made public commitments to support underrepresented students, build more inclusive campuses, and create equitable pathways to success.
But today, DEI is under attack. As political scrutiny intensifies and federal funding threats become reality, many institutions, particularly public colleges and universities, have scaled back their use of DEI terminology. In some states, explicit references to diversity or equity are being removed from websites, stripped from job descriptions, or quietly replaced in policy language. For many schools, it’s no longer just a branding concern -- it’s a legal and financial one.
And yet, at most institutions the values haven’t changed. Students still want to feel welcome, seen, and supported. Prospective learners, especially Gen Z, are highly attuned to whether a campus lives up to its stated values -- not just in words, but in actions. So, how can schools continue to reflect their commitment to inclusion when the political environment makes the language of inclusion more complex?
The answer lies in subtlety, authenticity, and storytelling.
Inclusion Without the Label
Even when institutions must avoid direct references to DEI, they don’t need to walk away from the work itself. The underlying mission -- ensuring all students from all walks of life have access to opportunity and support -- remains just as vital.
The key is to frame inclusive programs and initiatives in ways that emphasize access, belonging, and student success for everyone. Instead of leading with ideological language, schools can highlight tangible services that serve a broad cross-section of students: mentorship for first-gen learners, success coaching, student resource centers, multicultural events, and community partnerships.
These are actions, not abstractions. And they speak volumes.
Show, Don’t Just Say
Prospective students don’t need a page on your website labeled “diversity” to know whether your campus is inclusive. What they see, read, and feel in your marketing will tell them everything they need to know.
That means showcasing a wide range of student voices in your communications. Share video interviews, student takeovers, and written testimonials from learners with different backgrounds and lived experiences. Let students talk about how they’ve found belonging, grown through adversity, or received support at key moments in their academic journey.
Representation in photography and video also matters. Prospective students want to see people who look like them, share their experiences, and reflect the real-world diversity of the communities they come from. Even if you never use the word “inclusion,” visual storytelling can carry the message forward in meaningful and persuasive ways.
From Performative to Personal
The institutions that succeed in this new environment will be those that lean away from performative statements and lean into personal, authentic communication.
For example, instead of issuing a broad message about equity, an institution might highlight a specific scholarship that supports students from under-resourced communities. Rather than advertising a campus commitment to diversity, a blog post might feature a student story about being the first in their family to go to college and how a supportive advisor helped them navigate that experience.
This isn’t about watering down the message – it’s about anchoring it in reality.
Framing with Intention
Words matter. And in this moment, so does tone.
Institutions should think carefully about how they frame their messaging, especially in politically charged environments. Replacing terms like “DEI” with phrases such as “belonging,” "being part of the campus community," “student support,” or “inclusive excellence” can help maintain alignment with institutional values while avoiding unnecessary controversy.
What matters most is that the actions continue and that they’re clearly communicated. Supporting students from all backgrounds. Listening to their needs. Creating spaces where they can thrive. These are apolitical commitments, grounded in education’s fundamental purpose. Most supporters of DEI understand that inclusion wasn't intended to discriminate one group of students in favor of another -- it was intended to ensure all students receive the support they need to succeed as part of the campus student body. Showing that through your words and actions can prove to prospective students what you stand for as a campus.
Keep the Work Alive -- Even Quietly
It’s easy to issue a statement. It’s harder to create lasting impact.
Today, the institutions doing the most meaningful work around inclusion may be doing so quietly, subtly, and strategically. They’re adjusting their language while continuing to provide support. They’re pulling back on public declarations while deepening their investment in student success. And they’re building trust not with promises, but with proof.
This moment requires creativity, resilience, and above all intentionality.
A Path Forward
Inclusion is not a trend. It's a commitment. And while the language may shift, the opportunity to reflect those values in marketing has never been more important.
For colleges and universities navigating this moment, the challenge is real, but so is the opportunity. Thoughtful, values-driven marketing can still resonate deeply with students. And it can do so without jeopardizing funding, reputation, or compliance.
At Edvance Marketing we help institutions tell honest, human stories grounded in purpose and designed for impact. If your school is looking for a way to communicate your commitment to inclusion in this complex environment, we’d love to help.
Let’s find the right message -- and the right approach -- to move your mission forward.