In the face of political opposition and cultural pushback, many public universities in the U.S. still managed to expand rights for LGBTQIA+ employees in the late 20th and early 21st centuries—by choosing their words carefully.
A new study from the University of Washington, co-authored by Chad Murphy, PhD of Oregon State University and Forrest Briscoe, PhD of Cornell University, reveals how institutions in conservative states adopted same-sex domestic partner benefits not by leading with social justice rhetoric, but by strategically framing the policies around values their stakeholders already supported—such as economic competitiveness and employee retention.
Published in Organization Science, the research offers timely insights into how institutions can pursue inclusion goals even in politically fraught environments. The findings are particularly relevant today as universities face renewed scrutiny over DEI (diversity, equity, and inclusion) initiatives and academic freedom.
The study focused on more than two decades of data from top U.S. public universities, revealing that institutions in conservative states were more likely to justify the adoption of same-sex partner benefits through market-based arguments—rather than moral or civil rights appeals. According to the findings, these universities often emulated major local employers that had already adopted similar policies, effectively using the private sector as a shield against political backlash.
As colleges and universities face mounting scrutiny over DEI policies, they may benefit from understanding how to craft messages that resonate across political divides.
“When universities face powerful stakeholders who oppose their values, how they frame their decisions can be as important as the decisions themselves,” said Abhinav Gupta, co-author of the study and professor of management at the University of Washington Foster School of Business.
Gupta explained that the research began with an interest in how institutional change unfolds under ideological pressure, particularly within the context of LGBTQIA+ rights—a movement that had made significant gains in shifting both cultural attitudes and workplace practices.
“We weren’t just curious about whether universities adopted these benefits—we wanted to understand how they managed the politics of those decisions, especially in states where conservative legislatures controlled university budgets,” he said.
One of the study’s key takeaways is that universities in red states were significantly more cautious and delayed adoption of same-sex partner benefits. However, when they did act, they often explained their decisions by referencing business imperatives or the example of respected corporations in their regions. “This allowed them to present the decision as a practical response to labor market trends rather than an ideologically-driven move,” Gupta noted.
By contrast, universities in more progressive states tended to be early adopters and framed their policies around values like fairness and inclusion. These institutions were more likely to cite peer universities as inspiration rather than corporate examples.
The researchers argue that these strategic adaptations are not relics of the past but remain highly relevant today. As colleges and universities face mounting scrutiny over DEI policies, they may benefit from understanding the importance of communications that resonate across political divides.
“This doesn’t mean compromising principles,” Gupta said. “It means understanding the value systems of key stakeholders and learning to speak in ways that resonate.”
The research underscores the importance of what the authors call “exemplar organizations” —entities already seen as “legitimate” by skeptical audiences. Referencing these exemplars can help institutions minimize resistance and present progressive changes as pragmatic rather than partisan.
The study ultimately suggests that organizational change is often not just a matter of policy but of strategy. And in a polarized climate, the language universities use to describe their choices may be just as important as the choices themselves.
