Frontline Workers Face Critical DEI Gaps as Companies Struggle with Inclusion and Retention

Addressing DEI Challenges Amongst Frontline Workers

The implementation of diversity, equity, and inclusion (DEI) initiatives remains a critical challenge for companies, particularly when it comes to frontline workers who serve as the face of organizations to customers. A new Deloitte study examining DEI amongst frontline workers reveals concerning gaps between corporate intentions and employee experiences.

The research, which surveyed over 3,000 U.S. frontline workers across consumer industries including retail, hospitality, and automotive, found that only one-third of frontline workers feel they can consistently be their authentic selves at work. This disconnect manifests in several troubling ways:

Authenticity and Belonging Challenges

Only 34% of frontline workers report they can "always be their authentic selves" at work, while just 64% feel a sense of belonging at their company. This suggests many workers feel compelled to hide aspects of their identity, potentially impacting their engagement and performance.

Discrimination Remains Prevalent

Nearly one-third (32%) of frontline workers have experienced discrimination from coworkers. The numbers are particularly concerning for certain demographics—nearly a quarter of women and a third of Black frontline workers report discrimination from either customers or colleagues based on their gender and race/ethnicity respectively.

Effectiveness of DEI Initiatives Questioned

Only 38% of frontline workers believe their company's DEI initiatives truly focus on creating a better workplace for all. A quarter think these efforts are more about appearances than meaningful change. This perception gap indicates many companies are failing to translate corporate DEI priorities into tangible improvements for frontline staff.

Career Advancement Barriers

The path to career progression appears clearer for men (92%) than women (85%). Less than half of women (47%) feel their company provides effective sponsorship opportunities compared to nearly two-thirds of men (64%). Despite similar access to tools, women report less access to training and clear feedback channels.

Retention Risks

The retail sector significantly lags other consumer industries in frontline worker satisfaction with jobs, supervisors, and senior management. Only 28% of younger frontline workers want to stay in their current role, while 30% aim to leave their company entirely—highlighting major retention challenges.

Recommendations for Improvement

Based on the research findings, companies should focus on several key areas to strengthen DEI outcomes:

• Make DEI Tangible for Frontline Staff
  • Design DEI programs specifically addressing frontline worker needs and experiences
  • Engage frontline employees in program development
  • Ensure initiatives translate to meaningful workplace changes
• Strengthen Career Development
  • Expand sponsorship programs targeting underrepresented groups
  • Provide clearer advancement paths and training opportunities
  • Address gender disparities in career support
• Address Discrimination
  • Implement stronger anti-discrimination policies
  • Provide ally training and support systems
  • Create safe channels for reporting incidents
• Build Authentic Inclusion
  • Foster workplace environments where all employees can be themselves
  • Address belonging barriers through targeted programs
  • Measure and track inclusion outcomes
• Improve Leadership Connection
  • Bridge gaps between corporate and frontline staff
  • Demonstrate authentic commitment to DEI
  • Hold leaders accountable for DEI goals

The research suggests that while many companies have DEI initiatives in place, there remains significant work to be done in creating truly inclusive environments for frontline workers. Organizations that fail to address these challenges risk continued retention struggles and missed opportunities to leverage diverse talent.

Success requires moving beyond surface-level programs to embed DEI principles throughout operations, with a particular focus on the unique needs and experiences of frontline staff. Companies that get this right stand to benefit from improved retention, engagement, and customer service while building more equitable workplaces.

Given frontline workers' critical role in organizational success and customer experience, addressing these DEI gaps should be a strategic priority. The findings provide a clear roadmap for companies seeking to strengthen their DEI efforts and create meaningful change for this vital workforce segment.

Additional research is needed to track progress and identify evolving challenges. However, this study establishes an important baseline and framework for companies committed to building more inclusive and equitable environments for all employees.