How Cognitive Dissonance Affects DEI Decisions

Change is hard. And when it comes to diversity, equity, and inclusion (DEI) in the workplace, it can feel like there’s a constant tug-of-war between the values we say we believe in and the actions we actually take.

Cognitive dissonance is the psychological discomfort that arises when our actions don’t match our beliefs. It can be a barrier to real DEI change, and if we’re not aware of it, we risk getting stuck in a loop of “saying the right thing” without actually doing the right thing.

What Is Cognitive Dissonance?

Cognitive dissonance is the inner discomfort we feel when we’re doing something that doesn’t align with what we believe or value. It’s like saying “I’m all for diversity” but then realising that your hiring practices don’t reflect that commitment.

This discomfort forces us to either change our beliefs or justify our actions. In a workplace setting, we often justify things like biased hiring or unequal promotions by telling ourselves things like “We just haven’t found the right candidates yet” or “It’s not about gender - it’s about skills.”

When we favour justification over change, it holds back progress, reinforcing the status quo.

How Cognitive Dissonance Impacts DEI Decisions

When cognitive dissonance shows up, it sparks the following reactions:

• It’s uncomfortable to confront our biases. So, it’s easy to justify them instead. When we keep hiring candidates with similar backgrounds, it's easier to say that they are the only ones who applied, or they were the best fit instead of addressing the underlying issues.

• When the discomfort of cognitive dissonance hits, we often pretend it doesn’t exist. So rather than admit the tension between how we act and what we do - we pretend things are aligned and everything is fine, hoping that if we do that, the feeling and the problem will eventually disappear.

• The most powerful way to resolve cognitive dissonance is to change our behaviour. But to do this, we need to acknowledge that we’ve got blind spots and be open to rethinking how we approach DEI.

Why Cognitive Dissonance Is A DEI Game-Changer

When cognitive dissonance goes unaddressed, it drives us further into our comfort zones, often reinforcing the very systems we’re trying to change. Think of it like a constant “check engine” light that you ignore until the car breaks down. In DEI, ignoring the discomfort only leads to stagnation.

How to Address Cognitive Dissonance in DEI

So how do we break through this barrier?

The good news: cognitive dissonance doesn’t have to be the roadblock to meaningful DEI work. I Here are some simple ways you can start addressing cognitive dissonance and align actions with values:

1. Commit to Accountability

If you’re serious about DEI, start by being real with yourself and your team. Acknowledge when there’s a gap between your DEI promises and actual outcomes. If diversity hiring goals aren’t being met, own up to it. Then, actively work to correct the imbalance. Don’t let that uncomfortable feeling of cognitive dissonance slide - use it as motivation to do better.

2. Encourage Self-Reflection

Help your team members recognise when their actions don’t align with their values. You can’t change what you don’t acknowledge, so offer training or workshops to encourage accountability and self-reflection. 

3. Create Open Lines of Communication

When discomfort arises, it’s essential to have spaces where people feel safe enough to talk about it. Encourage open conversations about DEI - let people ask questions, share their frustrations, and challenge the status quo. When employees feel safe addressing their discomfort, the company can start to address the real issues that have been ignored for too long.

Conclusion

When we acknowledge the gap between what we believe and what we do, we can bridge it with action that leads to real, sustainable change. This isn’t just about feeling good - it’s about changing systems, behaviours, and ultimately, outcomes.

Let’s stop ignoring the discomfort and start doing the work. The transformation is worth it.