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About
We launched the Definitely Earned It brand as a call to action to reframe the harmful and hurtful “DEI hire” narrative and to affirm that no one should be denigrated or have their achievements diminished. Our goal is to empower our community, educate our allies, and together ignite and sustain a movement that turns a negative – attacks on DEI and denigration of individuals -- to a positive – DEI support and celebration of the hard work and sacrifice of individuals that Definitely Earned It.
Our Mission
The #DefinitelyEarnedIt campaign is a call to action to reframe the harmful narrative of the token DEI hire and dismantle the notion that these outstanding individuals were selected because of their diversity designation and not merit. No longer will we allow DEI detractors to undermine our achievements and question our rightful place in various industries whether its the corner offices, executive roles, nominations or the Presidency of the United States. The generations that came before us laid the groundwork for our success, and it is our responsibility to honor that legacy by shining brightly, no matter who may try to dim our light.
The Collection
Wearing our Definitely Earned It merchandise signifies to all who see it that you know your work and your worth. It will also inspire others to raise their voices and reclaim the narrative that DEI does not substitute race for merit but instead ensures that the systemic hurdles keeping highly qualified people from having an equal opportunity to succeed are being addressed. Let us wear it with pride, standing together to make a difference and demonstrate our unwavering commitment to DEI.
A significant portion of the proceeds will be used to support MMCA’s Racial Reckoning Series and other BIPOC media DEI awareness and advocacy efforts.
