The federal contracting landscape is shifting once again. With President Trump’s administration rolling back many Diversity, Equity, and Inclusion (DEI) initiatives and eliminating funding for certain consulting, education, and climate-related services, government contractors need to ensure their messaging aligns with current federal priorities.
If your company has proudly emphasized DEI, sustainability, or workforce culture in the past, you don’t necessarily need to change your internal practices. However, how you communicate these elements in proposals and public-facing materials may impact your competitiveness.
For government contractors looking to maintain and expand their federal work, now is the time to assess and refine your messaging strategy.
Why Messaging Matters Now More Than Ever
Government agencies are being directed to eliminate DEI considerations from procurement decisions, scale back climate-focused initiatives, and prioritize performance-based contracting. At the same time, the Department of Government Efficiency (DOGE) has aggressively cut contracts related to consulting, people and culture surveys, and educational research.
This means contractors must:
✅ Ensure their messaging aligns with current procurement expectations.
✅ Avoid terminology that may flag their proposals as misaligned with federal priorities.
✅ Emphasize performance, efficiency, and mission-critical support rather than social impact or workplace culture.
Mid-sized government contractors, in particular, must be strategic in how they position their services to remain competitive in an evolving federal marketplace.
How to Adapt Your Messaging for Federal Contracts
1. Reframe DEI & People-Centered Language
🔹 If your company has emphasized its commitment to diversity and inclusion in the past, consider shifting to language that focuses on “Workforce Excellence” or “Skills-Based Hiring.”
🔹 Instead of “Inclusive Workplace,” highlight a “Performance-Driven Culture.”
🔹 Internally, you can maintain DEI practices, but they should no longer be a focal point of public-facing materials.
2. Climate & Sustainability Services: A New Focus
🔹 With climate-related initiatives facing budget cuts, sustainability-focused contractors should reposition their offerings under “Operational Efficiency” or “Resilient Infrastructure.”
🔹 Terms like “Environmental Impact” should be reframed as “Regulatory Compliance.”
🔹 Focus on cost savings and efficiency rather than sustainability as the primary goal.
3. Education, Research & Strategy Contracts: Shifting Priorities
🔹 Funding for federal educational research and assessment contracts is being reduced.
🔹 Reframe “Educational Research” services under “Workforce Readiness” or “Skills Development.”
🔹 Strategy consulting should focus on mission-driven efficiency rather than cultural transformation.
4. People & Culture Surveys: Performance-Focused Language
🔹 The administration is moving away from contracts related to employee engagement and organizational culture.
🔹 Instead of “People & Culture Surveys,” frame these offerings as “Workforce Analytics” or “Performance Optimization.”
Quick Messaging Audit Checklist
Want to ensure your messaging aligns with today’s federal contracting priorities? Use this quick self-audit checklist:
✅ Does your website or proposal language emphasize DEI initiatives? Consider softening or reframing these statements.
✅ Are climate-related services presented as “sustainability” efforts? Shift to an efficiency or infrastructure focus.
✅ Do you highlight employee engagement and workplace culture? Reposition as workforce performance or analytics.
✅ Are your case studies aligned with current procurement priorities? Adjust them to emphasize efficiency, performance, and compliance.
✅ Does your proposal language reflect the latest procurement language used in RFPs? Make sure you’re not using outdated terminology.
If you checked one or more of these, it may be time to adjust your messaging.
What You Don’t Need to Change
While adapting to policy changes is essential, not everything needs to be overhauled.
💡 What You Don’t Need to Change:
- Your actual business practices (internal DEI, sustainability, or culture initiatives can remain).
- Your company’s core values—just reframe how you communicate them in government-facing materials.
- Your commitment to compliance and best practices—agencies still value expertise and strong performance.
Your goal is not to erase your company’s values, but to present them in a way that aligns with today’s federal procurement expectations.
Words & Phrases to Reconsider or Reword
Old Terminology | Suggested Alternative |
Diversity, Equity, and Inclusion (DEI) | Workforce Excellence |
Affirmative Action | Skills-Based Hiring |
Inclusive Workplace | Performance-Driven Culture |
Social Responsibility | Business Resilience |
Climate Action | Resilient Infrastructure |
Sustainability Programs | Resource Optimization |
People & Culture Surveys | Workforce Analytics |
Educational Research | Workforce Readiness |
Employee Engagement | Performance Metrics |
Case Studies: How Companies Are Pivoting Their Messaging
1. Tech Innovators Inc.
🔹 Before: The company emphasized its commitment to DEI, highlighting workforce diversity in marketing materials and proposals.
🔹 Now: It has shifted its messaging to focus on technical expertise, past performance, and innovation, ensuring alignment with federal procurement expectations while maintaining internal DEI practices.
2. GreenFuture Solutions
🔹 Before: The company positioned itself as a sustainability-focused contractor with an emphasis on climate action.
🔹 Now: It rebranded its services under “Operational Efficiency” and “Regulatory Compliance,” focusing on infrastructure resilience rather than environmental impact.
Both companies retained their core values but adapted their messaging to align with current federal procurement priorities—an essential move for contractors looking to remain competitive in today’s shifting landscape.
Final Thoughts: Staying Competitive in Federal Contracting
Mid-sized government contractors must be proactive in refining their messaging to reflect the administration’s evolving priorities. While internal company values don’t need to change, how they are communicated in proposals and public-facing materials can make the difference in securing contracts.
To stay ahead:
✅ Audit existing marketing materials and proposals for outdated language.
✅ Shift focus to performance, efficiency, and mission-critical results.
✅ Stay informed on federal procurement trends and adjust messaging accordingly.
The federal contracting landscape is always evolving. Smart contractors will ensure their messaging evolves with it.
Need Help Refining Your Messaging?
Our team specializes in GovCon marketing and messaging. We’ll review your website, proposals, and marketing materials to ensure they align with today’s federal procurement landscape.
📅 Schedule a free 15-minute consultation to ensure your company’s messaging stays competitive.
