Mayor Sadiq Khan and Transport for London (TfL) have officially dropped Accenture Song from its high-profile creative campaign bidding process. Why? Because the consulting firm controversially rolled back its internal diversity, equity, and inclusion (DEI) policies—something TfL has made clear it will not tolerate from any of its partners.
This decision comes amid growing scrutiny over corporate diversity strategies in the UK and abroad. At the heart of the controversy is the belief that diversity isn’t just a “nice-to-have”—it’s essential to effective and ethical business practices, especially when it comes to government contracts funded by taxpayer money.
So, when Accenture Song (the creative arm of consulting giant Accenture, formerly known as Droga5) decided to walk back its DEI initiatives, TfL didn’t blink. They made a swift decision to end their engagement with the firm—sending a loud and clear message that inclusivity is non-negotiable.
How Accenture Song Became the Focus
Accenture Song has long been a prominent player in the world of creative consultancy. With a reputation for delivering bold advertising strategies and digital innovation, the agency had been in the running for TfL’s latest multi-million-pound creative tender. However, once the agency announced changes to its internal diversity goals—essentially removing formal DEI targets—it put itself at odds with TfL’s supplier criteria.
TfL’s tender requirements don’t just focus on creativity or marketing chops—they also include clear social value benchmarks. That means every bidder must demonstrate a commitment to diversity, sustainability, and inclusion. By stepping back from these priorities, Accenture Song made itself ineligible, despite its strong creative portfolio.
The incident has reignited debate about what “woke” really means in a business context—and whether it’s possible, or wise, for companies to downplay DEI without facing serious consequences.
The Role of Diversity in TfL’s Supplier Policies
TfL’s Commitment to DEI Standards
Transport for London isn’t just in the business of moving people—it’s also shaping the future of what public service looks like in a modern, multicultural city. From gender balance in recruitment to inclusive advertising, TfL has made diversity and inclusion central to its mission. That commitment extends to its suppliers.
As a public entity, TfL is bound by both legal requirements and moral expectations to promote fairness, representation, and equality. Its procurement process, therefore, places significant weight on a company’s ability to align with these goals. Simply put, if you’re not on board with inclusion, you’re not getting the contract.
A TfL spokesperson confirmed this stance, stating: “We are proud to hold our suppliers to account, making sure they are aligned with our commitments on diversity and inclusivity to help expand opportunities across our supply chain and create equal opportunities for all.”
That’s not just talk. TfL’s past partnerships have included initiatives focused on improving opportunities for underrepresented groups in media, tech, and construction—sectors where inequality often persists. So it comes as no surprise that any deviation from those values would be met with swift action.
How Diversity Affects Public Sector Partnerships
For private companies looking to land government or public sector contracts, DEI isn’t optional—it’s a requirement. This trend is only accelerating as cities like London take a leadership role in fighting inequality.
TfL, being one of the UK’s largest and most influential public entities, sets the tone for what’s expected in these partnerships. It’s not just about ticking boxes; it’s about genuinely embedding inclusion in business operations, recruitment, marketing, and more.
What happened with Accenture Song highlights a broader reality: if your internal values don’t match public expectations, there’s a real business cost. This has especially strong implications in the age of social accountability, where companies are increasingly judged not just by profits, but by principles.
Why Accenture Song Was Dropped
The Dropping of DEI Goals by Accenture
Earlier this year, Accenture Song quietly revised its corporate policies, scrapping several previously held DEI targets. These changes included reducing specific hiring goals for underrepresented groups and pulling back public accountability on equity programs. While the firm claimed the changes were made to “streamline” and “modernize” its approach, critics called it a retreat from responsibility.
This rollback did not go unnoticed. In an era where companies are expected to lead by example, the move sparked backlash from advocacy groups, industry peers, and now—government entities like TfL.
Accenture Song has yet to offer a detailed public explanation for the move, but the damage to its reputation, at least within public sector bidding, is already evident.
TfL’s Official Response and Statement
TfL didn’t mince words. A spokesperson confirmed: “Following our evaluation of Accenture Song/Droga5’s submission, we recently informed them we were unable to continue with their bid for our creative tender contract, as aspects of it no longer met the required criteria.”
This isn’t just bureaucratic language—it’s a clear assertion that public entities expect more from their partners. TfL’s action reflects a broader trend among local governments and public sector institutions that now place social value on par with price and performance when awarding contracts.
Their response was widely applauded by DEI advocates, but also stirred controversy among those who believe “woke” policies are overreaching in the corporate space. The cultural divide on this issue is clearly growing—and TfL’s stance has only added fuel to that fire.
Reaction from City Hall and Sadiq Khan
Mayor’s Stance on DEI Policies
Sadiq Khan, known for his vocal support of progressive values, doubled down on the move. While City Hall has yet to release a formal mayoral statement, insiders report that Khan fully endorsed TfL’s decision to drop Accenture Song, viewing it as a necessary stand for the inclusive values London is built on.
This is not the first time Khan has championed diversity within public contracts. From launching gender equality programs in transport to publicly condemning hate speech in political ads, his record speaks volumes. His administration sees diversity not just as a social good, but as a vital part of London’s global leadership and economic future.
Political Implications and Public Opinion
The move has predictably triggered mixed reactions in political circles. Progressive voices have praised the action, calling it a model for how public institutions should hold corporations accountable. Critics, however, have accused Khan and TfL of “virtue signaling” and argue that such decisions limit competition and stifle business freedom.
Social media has also seen a flood of opinions, with the public largely split. Some say the decision ensures taxpayer money supports ethical companies; others argue it penalizes businesses for adopting more flexible workplace policies.
Regardless of which side you’re on, one thing is certain: the conversation around DEI and public contracts just got a whole lot louder.
