Merit vs DEI: Is marching backwards the way forward? 

This year’s UN Australia International Women’s Day theme, #MarchForward, reminds us that progress isn’t a given—it requires deliberate action. The conversation around diversity, equity, and inclusion (DEI) has certainly evolved, but a wave of resistance has surfaced under the guise of ‘meritocracy.’ 

Since the new US administration issued an executive order targeting DEI initiatives in January, a few large global organisations rolled back DEI measures, including State Street, the asset management firm known for installing the ‘Fearless Girl’ statue in New York to promote gender diversity in corporate leadership.  

Unfortunately, meritocracy claims often mask unconscious biases driving inequitable outcomes.  

The ‘merit in, DEI out’ narrative assumes merit is an objective, neutral standard that diversity, equity and inclusion (DEI) undermines. But merit is not neutral—it is shaped by those in power and the systems they create. Left unchecked, it leads to what Michael Sandel calls the ‘tyranny of merit’—mistaking success for personal superiority while ignoring systemic barriers. 

Sound DEI policies are more needed than ever. 

To understand how businesses can sustain their commitment to DEI and harness its power amid shifting discourse, we spoke with Elana Rubin, Chair of ABGF, and Holly Masters, Chair of ABGF portfolio company INSKIN Cosmedics.

Both leaders have seen firsthand how companies that embrace DEI benefit from stronger decision-making, reduced reputational risk, and improved performance. Their insights reinforce that resisting DEI does not preserve meritocracy, it limits a company’s ability to compete and contribute to a more equitable society. 

As Elana highlights: “We need to move past the idea that DEI is a zero-sum game, where one person’s gain is another’s loss. True progress means we all rise together.”  

‘Merit in the mirror’: Unchecked bias reinforces the status quo

We all want to believe in an equitable world where the best, most qualified person gets the job. However, the idea that most workplaces operate as pure meritocracies—where the best and brightest naturally rise to the top—is a myth. Merit is shaped by those in power, influenced by networks and unconscious bias, favouring those who already ‘fit the mould.’ After all, it’s human nature to want to hire and promote someone just like you, it naturally feels like ‘a safer bet’. 

Elana calls this “merit in the mirror”—the unconscious bias where hiring decisions reflect those already in leadership. Expanding on this, Elana notes: “You want to hire someone who can hit the ground running, someone that fits in with the team, someone who understands your shorthand. You want someone you don’t have to be too careful with. And then you find you’ve recruited exactly in your image. But what you’ve also recruited is risk—because you’re doubling, tripling, quadrupling the same styles and ways of thinking.”  

Holly echoes this, saying: “The theory of meritocracy is fantastic because it says, of course, everybody has an equal shot. It’s ‘objective’ and you can sort of say absolutely, that sounds right. But the reality is that people didn’t start from the same place.” 

Research repeatedly shows that while men are assumed competent, women and minorities are expected to prove their capability over and over. Elana has lived this reality: “For women, people are often waiting for you to fail. With men, people assume they’re competent. Women must constantly prove it.” 

She recalls how, early on, she was often mistaken for an assistant simply because she was young and small in stature. “I worked for someone who was an amazing sponsor, though, at the time, we didn’t even use that word. He had faith in me, put me forward, and backed me. That gave me confidence. Without that, it would have been much harder.” 

Unsurprisingly, women often hesitate to use their voice, fearing backlash or isolation. These biases extend beyond hiring, shaping who feels safe to speak up. Holly experienced this firsthand when leading a billion-dollar business across Asia Pacific. “There were times when I was underestimated, and I had to decide— do I challenge it in the moment, or do I let my work speak for itself? I know many women who say their work should be enough, but recognition doesn’t always come automatically for many women.”  

Left unchecked, merit reinforces the status quo rather than levelling the playing field. This is known as the ‘paradox of meritocracy’. According to Harvard researchers Emilio Castilla and Stephen Benard: companies that pride themselves on merit-based culture showed greater gender bias in pay and promotions. 

DEI due diligence: Checking our own unconscious bias

True progress begins with curiosity and reflection. Where does unconscious bias show up in our own lives? In our workplaces, our teams, our decision-making? More importantly, how often do we pause to question the systems that shape these choices and their outcomes? 

Merit is defined by those in power and reinforced by familiarity. Without conscious effort, we replicate what feels safe, hiring in our own image and rewarding those who fit the mould. These patterns will persist unless we actively challenge them. 

Without transparency and structured evaluation, claims of ‘merit’ risk being self-serving rather than objective. Therefore, businesses must embed DEI into leadership, governance, and culture to ensure equitable hiring and promotion practices, challenging biases, and amplifying diverse voices. 

DEI is about ensuring real talent isn’t overlooked due to systemic biases. ABGF Managing Director and CEO Anthony Healy puts it plainly: “As another International Women’s Day approaches, I question why so many leaders choose to ignore evidence of the benefits that come from prioritising diverse, equitable and inclusive organisations.” 

He adds “At the Australian Business Growth Fund (ABGF), we see diversity for what it is—an incredible opportunity for us to construct a high-performing portfolio, drive strong shareholder returns and support the wellbeing of our employees, partners, and investee companies alike.” 

March Forward: Harnessing DEI's power takes commitment

Harvard’s Robin Ely and David Thomas note that “increasing diversity does not, by itself, increase effectiveness; what matters is how an organisation harnesses diversity, and whether it’s willing to reshape its power structure.”  

Without real commitment, diversity, equity and inclusion are just checkbox exercises. Anthony adds: “Rewriting the well-worn script on diversity and combatting pervasive unconscious bias means switching off autopilot and committing to doing things differently.” 

A truly inclusive workplace fosters psychological safety, allowing diverse perspectives to surface, challenge assumptions, and avoid groupthink—ultimately leading to better decisions. As Elana explains: “Good governance and structured processes play a key role in ensuring issues are raised and dealt with, that we’ve got a consistency of approach, that we’re not building bias into our decision-making.” 

Companies like Disney and Citigroup are repositioning (or ‘reframing’) their DEI messaging to avoid political backlash, but the work continues. Businesses that grasp DEI’s long-term value know progress isn’t linear. As Holly explains: “Businesses are cyclical. You see a pendulum swing one way and it will go the other. Now it might be two steps forward, one back. In the end, we always move forward.” 

As a Jewish Australian woman and business leader, Elana has long been vocal about the importance of speaking up in sustaining momentum. “I grew up in a household where my parents truly believed in a fairer society, and they instilled in me that if you want things to get better, you have to work for it,” she reflects. “I would hate to look back at the end of my career and think, oh gosh, I wish I had said something.” 

As she reminds us: “We stand on the shoulders of those who came before us.” It’s time to continue to march forward for ourselves and the next generation.

 

MarchForward: For all women and girls
This International Women’s Day, we acknowledge the challenges faced by all women, including those with intersecting identities, and reaffirm our commitment to diversity, equity and inclusion.

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