Why Bother With DEI For My Company? Looking Beyond The Typical “Business Case” To The REAL Benefits For Everyone…

Why Bother With DEI For My Company? Looking Beyond The Typical “Business Case” To The REAL Benefits For Everyone…

A lot of attention has been focused on the ‘business case for diversity’ – it’s the classic Capitalist focus on “what’s in it for me?” when it comes to how it will benefit a company’s bottom line. 

Spending on diversity, equity and inclusion (DEI) initiatives has surged in the last decade. The global market for DEI reached $7.5 billion in 2020 and is expected to double by 2026. And we all know that Capitalism demands some kind of commercial return on ANY investment made…

But new research reveals that the business case for DEI may be having the opposite effect on the very people its aiming to support. 

Businesses hoping to attract a more diverse workforce may, in fact, be turning them off by STILL attempting to tie the benefits and business case to the bottom line…money over humans. Again.

So let’s look beyond the numbers and explore the real, human benefits of putting diversity and, ultimately, equality at the foundation of your organisation…


A common buzzword in the DEI world; what this means in real world terms is that your customers actually SEE themselves represented in your business/workforce. At a base level, if you’re a white man, who do you feel most comfortable talking to if you contact customer service? Who do you feel ‘gets’ you the most? A Black woman or another white man? The same goes for EVERY member of your customer base and they are NOT all white men! 

Building a workforce that more fully represents your customer base is a win-win-win for everyone. Understanding, awareness, communication and connection, between your business and who you serve, all stand to be improved with better representation.


Diversity and equality matter so you don’t, as my teen puts it, “get cancelled”. If you, like me, are not well versed on teen speak, this essentially means that you don’t become irrelevant or overlooked by huge swathes of your customer base. Diversity and equality are becoming more and more important to future (and current) generations; whatever you think of the more ‘woke’ generations, they exist. And they have and will have spending power. 

Never have we had more choice, never have we had the ability we have now to buy globally and research our options. People are voting with their wallets – they’re choosing more sustainable products, they’re choosing more socially conscious businesses. And on top of that, social media puts the power in peoples pockets’ – voices that previously had no platform, can now create their own megaphones. A business that is no longer relevant, risks being irrelevant…cancelled. 


Many companies focus on hiring for culture fit with a strong focus on “people like us”. This feels comfortable, a known entity, a harmonious work environment with little friction, challenge or disagreement. There’s just one problem with that…the assumption that fricton, challenge and disagreement are ‘bad’. In companies which value homogeny over diversity, “groupthink” and agreement stifle creativity, diversity of thought (and therefore critical thinking) and miss out on the benefits of cross-cultural wisdom. 

DEI – whose true endgame is Equality – is here to stay. Like it or not.

Look at Black Lives Matter. Look at the reaction to the overturning of Roe vs Wade and the reminder that feminism and women’s equal rights still has a long way to go. Look at the LGBTQ+ movements.

Marginalised communities will not go silently into the night and continue to accept less. The push for more – which isn’t even more, it’s simply a push for “the same and equal” – will continue.

Your business can get on board or the very real risk exists that it becomes an incumbent dinsoaur in your industry, overtaken by agile, adaptable businesses who ‘do DEI baked in as a default’.

Want To Lead The Way To Equality For Your Company?

We can help. We provide a safe, supportive and action-oriented space to work towards anti-racism with no BS, no judgment and nothing but unwavering, kind support on your journey to lead the way to equality. For $50/month only.

An Open Letter To White People: On The Benefits Of Being Anti-Racist

An Open Letter To White People: On The Benefits Of Being Anti-Racist

You keep being told you MUST ‘do the work’. That you ARE racist even though you don’t feel it. That you ARE causing harm even though that’s the last thing you’d want to do. And yet, apparently, you are.

“WTF?!! This is SO unfair. Why do I need to repair the harm my ancestors caused and what, exactly, do I get out of this? Equality? Hmmm. But doesn’t equality mean that WE (white people) have to give up power to ‘them’? WTF?! Why would we do that?”

And there’s the rub: What is in it for white people to give up the power they hold and have worked so hard to gain and maintain over the centuries?

To understand that I believe we have to go right back to the beginning…Why did white people (men) feel the need to subjugate and dominate their fellow Black and Brown men in the first place?


  • Fear of superior physical strength.
  • Fear of superior intellect.
  • Fear that if they didn’t dominate they would be dominated.
  • Fear that they would not be/were not enough. 

And so they crushed that fear by crushing what they feared…

  • By enslaving the people they feared.
  • By colonising their lands.
  • By taking everything they had.
  • By setting up the world in a way that maintained their own dominance.

…in an attempt to demonstrate their superiority, when what they were really doing was covering up their fear of inferiority.

Fast forwards to today and NOTHING has changed.

In fact, in the intervening centuries, things have actually gotten worse…

The Black and Brown people they feared haven’t actually become inferior, they’ve grown even more superior. Black and Brown excellence has thrived out of necessity and the gulf – instead of closing as white people hoped it would – has become ever wider. 

“Shit. This wasn’t meant to happen. Now what do we do? There is NO way we’re giving up our power now. And here we are…in a vicious circle of our own making. WTF?!?”

So what IS in it for white people to give up their power, to even up the balance of power and work towards equality for everyone?

Here’s what is in it for you…

  • Freedom from fear.
  • Freedom to know you are actually (good) enough, flaws, weaknesses and all.
  • Freedom to be enough, just as you are.
  • Freedom to stay in your own lane and focus on yourself.
  • Freedom to focus your energy on becoming and being excellent without spending all your energy trying to maintain your power at the expense of someone else.

…Because while you’re busy looking over your shoulders out of fear, working hard to keep ‘others’ out, from a place of fear and continuing to be driven by fear, you are STILL being controlled by and reacting to the very thing you fear…

And the people you fear? They are far too busy working to become excellent just to overcome the hurdles you put in their way to even be seen as ‘good enough’ by you.

What if…

  • Instead of being driven by fear of others’ excellence, you focus on cultivating your own? 
  • Instead of denying your fear, you acknowledge it? Embrace it? Actually deal with it instead of being driven, unconsciously, by it?
  • Instead of ruling by domination and subjugation to cover up your fear of not being good enough, you lead with trust and faith in your own abilities to be good enough?
  • Instead of leading with/by fear, you lead with love and trust that people will follow you because they choose and want to not because they fear you? 

What if – by giving up the power you hold and keep currently by force and threats – you actually stood to gain more authentic, more real power than you could ever imagine in the process? What if THAT is the strongest, bravest thing you could do? 

Wouldn’t that feel good? Wouldn’t that feel a relief? Wouldn’t that feel like…freedom?

That’s what I call leadership.

Ready To Face Your Fear?

We can help. We provide a safe, supportive and action-oriented space to work towards your anti-racism with no BS, no judgment and nothing but unwavering, kind support on your journey. For $50/month only.

What Can Racism Look Like In The Workplace? (Part 1)

Having spent two years at the helm of an EdTech startup as co-founder and COO, one of my tasks was to build the company as explicitly anti-racist and committed to diversity, equity and belonging. By and large I succeeded…

We implemented a large number of progressive initiatives – we learned from the challeges and we kept working at it (until I left and was subjected to the most intense form of DARVO I’ve ever experienced in the workplace).

But that doesn’t mean there wasn’t racism. There was…and lots of it. In fact as the most senior Black or Brown leader, I was on the receiving end of weekly incidents of racism, even (especially) from my white co-founder.

When I’ve talked about this in the past most (white) people are incredulous: “Wait, what? How? What did they do? What does it look like?”

And someone asked me recently what microaggressions and other forms of racism look like, at the top of a company. 

Here’s my lived experience…

🔬 Leadership scrutinise the performance of Black and Brown team members in a way they do not with white team members.

For example, this shows up with an impatient “She’s late” response if a Black/Brown colleague is indeed 1-2 minutes late to a meeting versus the space & grace extended to a white person for their tardiness (no comments, no impatience, “Oh I’m sure there’ll be a good reason”).

🎢 When opportunities exist to promote or fill a gap, guess who’s first in line at their suggestion? Yes, the white person on the team.

And when this is pointed out: “Oh of course, I forgot about them”. Once is passable, multiple times is not.

🛡 An ongoing defence and protection of white colleagues with a unique ability to look the other way or simply appear to not see performance issues which are, for Black and Brown colleagues, almost immediately called into question and highlighted.

⚖️ Even with an equally-senior colleague, there’s an expectation that the excellent Black or Brown leader will pick up the slack and cover for mediocre performance, only for the yt leader to shift the blame if things don’t go smoothly.

These are not uncommon experiences at all – racism is rife within companies – and they happen right at the top too, even in self-proclaimed anti-racist organisations, despite any intention to do/be better. (I’ll be talking more about intention vs impact).

If there’s a majority white leadership, despite any intention otherwise, without significant support, racism will continue across the company and the white leadership will continue to do more harm.

It doesn’t need to be this way. If it is, send your leaders to join the Anti-Racist Leadership Association for ongoing support to eliminate their racism and harmful impact.