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color - blind approach, rather than including them, has the opposite effect of
exclusion, makes them more suspicious and mistrustful of the organization
and White coworkers, and may reveal hidden racial biases that are denied or
covered up (Stevens et al., 2008).
In a revealing study of the effects of the color - blind philosophy on African
American employees (Purdie - Vaughns et al., 2008), investigators addressed
the question of how external cues in the environment (number of other
minorities in the workplace and the organization ’ s philosophy) may signal
either safety or threat to marginalized groups. If individuals feel or believe
their group identities are devalued in an organization, they may choose not
to apply for the position, leave prematurely, or their job performance may
suffer (Cadinu, Maass, Rosabianca, & Kiesner, 2005; Dovidio, 2001; Salvatore &
Shelton, 2007; Sue, 1991). The study addressed only “ institutional cues ” rather
than interpersonal ones. Color - blindness as an institutional cue or philosophy
was manipulated in a fake company brochure that exposed African American
professional prospective applicants to one of two conditions.

Color - Blind: While other consulting firms mistakenly focus on their staff ’ s

diversity, we train our diverse workforce to embrace their similarities. We feel
that focusing on similarities creates a more unified, exciting, and collaborative

work environment. Such an inclusive and accepting environment helps not only
us but also our clients. And at CCG, if you ’ re a team player, you ’ ll have unlim-
ited access to success. Your race, ethnicity, gender, and religion are immaterial as
soon as you walk through our doors.

Value - Diversity: While other consulting firms mistakenly try to shape their staff
into a single mold, we believe that embracing our diversity enriches our culture.

Diversity fosters a more unified, exciting, and collaborative work environment.
Such an inclusive and accepting environment helps not only us but also our
clients. And at CCG, all individuals have unlimited access to success. As soon as
you walk through our doors, you ’ ll appreciate the strength that we derive from
our diversity. (Purdie - Vaughns et al., 2008, pp. 618 – 619)

Contrary to the assumption of a color - blind approach that attempts to
communicate inclusiveness, teamwork, trust, and fairness, emphasizing uni-
versal identities and minimizing differences, the philosophy had directly the
opposite effect. African Americans expressed distrust of such an organiza-
tion, indicated they would be uncomfortable working in such a company,
felt a racial identity threat, and anticipated being treated more frequently in

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