Values and Value: Handling Moral Purpose and Market Logic in Denmark’s Diversity, Equity, and Inclusion Consulting Market
This dissertation examines how moral value is constructed, performed, and rendered exchangeable on a market for Diversity, Equity, and Inclusion (DEI) consulting in Denmark. While DEI work is often framed as a morally driven effort to improve organizational life, the growing importance of external actors influencing organizational DEI agendas raises new questions about how such moral claims are made credible and legitimate in client-facing interactions, as well as amongst peers. In the nascent, minimally regulated Danish context, when it comes to DEI issues, questions of occupational mandate, professional identity, and the boundaries between ethical commitments and commercial imperatives are still taking shape. The thesis addresses how external DEI consultants navigate their dual role as both moral agents and market actors in a setting where DEI initiatives remain largely voluntary and variably defined and justified. Adopting a practice-centred approach grounded in a sociological understanding of morality, my research focuses on how consultants draw on personal experiences, different professional roles, and context-sensitive ethical judgments. Instead of viewing morality as a fixed, transcendental disposition, the sociological perspective emphasizes that moral meanings, norms, and values are collectively shaped by and in social contexts, implying their continuously evolving and contested nature. Utilizing a phenomenon-driven inductive approach, I empirically explored the understudied yet socially relevant phenomenon of how external DEI consultants navigate and actively shape a field that lacks regulatory clarity. The study employs qualitative methods, drawing on 36 in-depth interviews with DEI consultants and participant observations of network meetings in Denmark. The dissertation is composed of three distinct yet interconnected articles. Article 1: Corporeality in occupational mandate crafting: The case of DEI consultants inductively theorizes the role of corporeality in crafting occupational mandates for emergent occupations. We show how DEI consultants are acutely aware of the corporeal dimensions of their work, engaging with a range of “forms of conduct” to overcome constraints and leverage opportunities. Moreover, the findings reveal how these can be in tension in practice, forming dialectics of conduct. Our findings thus show how mandates develop relationally and are negotiated with clients and peers via corporeality, contributing to an understanding of occupational emergence and mandate crafting in a nascent context. Article 2: “We’re all here to make the world a better place”: Exploring the roles and values shaping the professional identity of DEI consultants identifies four distinct roles that DEI consultants adopt fluidly depending on context, and which connect to consultants’ personal values. The article examines how consultants operationalize moral claims in the market and sheds light on how they reconcile personal values with occupational demands in their sensemaking of their professional identity. Article 3: Cultivating professional virtues in DEI consulting to address ethical dilemmas explores how external DEI consultants navigate ethical dilemmas and balance between competing ethical frameworks through the lens of Aristotelian virtue ethics, specifically practical wisdom (phronesis). The findings reveal ten professional virtues that the consultants cultivate dynamically within their professional practice to calibrate their ethical responses. The article illuminates the ongoing, situated moral work required of DEI consultants and thus provides a nuanced understanding of ethics-as-practice in an emergent, loosely regulated professional field, contributing to broader debates in professional ethics, DEI literature, and virtue ethics in business contexts. Across the three articles, my dissertation shows how embodied narratives, role performances, and phronetic judgements become both the “currency” and the traded “good” in this nascent market. My research reveals how the commodification of morality does not necessarily dilute ethical commitments but rather transforms how these commitments are expressed, negotiated, and enacted in organizational contexts.
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