DEI (diversity, equality and inclusion) is great but its not a huge selling point. The populous won’t flock to Citi based on just that alone. Constantly touting it as a win year after year, does not a constant solid revenue make. Have we learned that you need to provide something else to the public. You have to provide a unique or better service or product than your competitors.
The following scenario does not work on a small scale, so why would it work on a larger one. Scenario: you have a store and business is bad, so you put a sign up in your store front window that says “We are ESG friendly”. From that point on people just come in and give you money for no other reason than you are ESG friendly. This does not exist, it doesn’t work. Keep the diversity etc…and all that, but you have to have something else to offer the public. Has that been learned?
Other banks incorporate DEI as well but its not their ONLY selling point. I truly believe that Jane thought that people would just come running to Citi for that reason alone. I think she thought the social justice warriors of the world would rally to Citi as customers because of such. The reason I say that is because over the past few years, article after article, interview after interview, that sole subject is the main topic that’s Citi keeps bringing to the forefront of the discussion. An interviewer would ask another question, it’d be answered slightly and then the conversation intentionally steered back to DEI.
So, no true innovation or unique offerings to provide, fast forward and here we are. Stock right now is at a 52 week low and -40% lower since Jane stepped in as CEO.
To the board: So if a regular non upper echelon employee has performance issues for an extended time, they are put on a performance plan and are let go if not improved. Maybe its time for Jane to go. Let someone new step in, maybe even someone from outside of Citi. I’m sure Jane did the best she could from what she learned from her predecessor, but its just not good enough. We have to pay the price for failed leadership and the Citi brand perception is at an all time low.