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Culture War Roundup for the week of February 13, 2023

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Last week, my company released its 3rd annual DEI report. It consists of a laundry list of DEI achievements, some questionable statistics, and inspiring messages from very well-paid executives.

Performance reviews are another feature of this time of year. Conventional wisdom holds that getting a good review depends on meeting your pseudo-self-defined goals for the year—and, by implication, on setting achievable ones. With that in mind, our executives set measurable, sensible goals with every expectation of meeting them.

That was a joke. The goals were 1/2 women and 1/3 people of color. We were reasonably close on the latter, not that this required any particular change. But our goal for gender parity was hilariously out of line with the ~1/4 we currently have. I could propose various reasons why an engineering- and manufacturing-heavy corporation that makes devices for killing people might not employ so many women, but that’s not really the point. No, this is not a serious goal. It’s advertising.

My company is not particularly woke. It repeats some of the phrases and buys into the aesthetic, but it’s clearly not ideologically captured. If there are true believers, they sure aren’t in charge. DEI is valued insofar as it keeps us from alienating potential talent and potential customers—and no more. At the end of the day it’s not going to shoot itself in the foot in service of equality or equity.

I believe this is true of the vast majority of corporations in the US! Identity politics are a small part of the business signaling that goes on every day. It’s directly proportional to how much the product is a cultural symbol rather than a material good. Apple products or Amazon media or Super Bowl ads are more likely to publicly proclaim their diversity because they’re selling an idea. It does not require true believers, though they help with credibility. The idea itself is what benefits from woke signaling.

This has implications for the trajectory of DEI. Debating whether woke ads are going to increase or alienate support is missing the point. That sort of identity politics is downstream of the culture war, and should not be used to make predictions about “peak woke.” It represents corporate ability to score points off the prevailing winds, not ideologues’ level of infiltration into corporations.

Defense contractors are wildly biased towards veterans. Our hiring is more likely to involve some sort of aggressive patriotism; their scruples are more likely to support selling drones and bombs. Sometimes this even has an advantage of rapport with customers. But this is an end, not a means. It would be a mistake to predict growing evangelism for veterans due to our obvious ideological capture. Likewise, reading DEI reports as a foothold in the culture wars is missing the point. They are a specific form of advertising, and follow the popularity of idpol rather than driving it.

I believe this is true of the vast majority of corporations in the US! Identity politics are a small part of the business signaling that goes on every day. It’s directly proportional to how much the product is a cultural symbol rather than a material good. Apple products or Amazon media or Super Bowl ads are more likely to publicly proclaim their diversity because they’re selling an idea. It does not require true believers, though they help with credibility. The idea itself is what benefits from woke signaling.

This has implications for the trajectory of DEI. Debating whether woke ads are going to increase or alienate support is missing the point. That sort of identity politics is downstream of the culture war, and should not be used to make predictions about “peak woke.” It represents corporate ability to score points off the prevailing winds, not ideologues’ level of infiltration into corporations.

In a prior post talking about discrimination against conservatives in online dating we discussed almost this exact question as far as the value of signaling political beliefs in an asymmetric way.

I feel like on dating apps there's a certain Strawmanization of political spectrum where 'Right = Super fascist' and 'Moderate/Apolitical/whatever = Hiding Super Fascist'.

[I]f listing your politics as "Right Wing" or even "Moderate" is the objectively wrong answer in online dating, then doing so means you probably fall under either 1) or 2). Either you don't even know the socially correct answer, so you're a maladroit chump, that's not an attractive look; or you're so right wing that you can't possibly stay in the closet about it, it would be too obvious, which regardless of your politics isn't a good look, and quite likely maps onto something like "superfascist" anyway.

In the same way, it doesn't require that a company is "woke" or even that they want to signal "wokeness" to choose to advertise in that way. The company's officers merely must "know" that woke is the objectively correct answer in terms of how to advertise/signal. That's the way that the fashionable folks signal, so if you signal that way you are signaling that you know what you're doing and that you are aware of the social mores in question. Doing otherwise indicates that you are either ignorant of those social mores, or so incapable of hiding your politics that it would be pointless to try. Neither are good looks, in dating or in corporate marketing. The socially accepted provision of a "correct" answer makes using the incorrect answer a sign of stupidity or extremism.

But isn’t the goal in dating to find a partner; not appeal to the modal partner?

So differentiating yourself even if it turns off the modal user may maximize chance of matching with relevant partner. Could be the same in business.

The parallels between a woman on a dating site and a manager looking to hire a new employee are strong. Both are in a position of negotiating strength; both are going to have vastly more "applicants" than they have positions to fill. However, that doesn't necessarily make their job an easy one, because finding the one applicant that will actually work out for them long-term is quite difficult. I have no experience being a woman, but I do have experience being a hiring manager, and I can tell you a few things:

  1. You're looking for reasons to quickly eliminate candidates from consideration (so you don't waste time interviewing/dating them). Auto-rejecting somebody because they have misspelled words on their resume (or wearing Crocs in their profile pic) might seem cruel, but anybody who is paying attention knows what the rules are, and you don't want to hire/date people who aren't paying attention.

  2. Unless you're the sole owner of a private company, you will have people to answer to if you end up making a bad hiring decision, and so it's important that your choice be defensible according to your applicable social consensus. "I'm sorry so and so didn't work out, but they went to Harvard and their resume had all the right keywords" =~ "I can't possibly be blamed for Chad turning out to be an asshole, he went to Harvard and said he was a feminist and wanted a long-term relationship and kids". You're not really looking to take chances on people who have what most people consider red flags even if you personally don't think they're a big deal.