Inclusive entrepreneurship: harnessing the power of differences

In today's global world, we can no longer regard diversity and inclusion as a nice-to-have, but as a must-have for companies seeking sustainable growth. How do you, as a business leader, take this aspect and make it into a win-win-win situation for your company, your employees and your customers?

The job market is becoming increasingly diverse and this is undoubtedly reflected in your workforce: men, women, people from different ethnic backgrounds, young people, the elderly, the disabled, LGBTQ+ individuals and people with different levels of education, to name a few.

Diversity and Inclusion (D&I) are high on our society's agenda. For example, the 17 Sustainable Development Goals (SDGs) aim for a sustainable and inclusive world by 2030. A number of SDGs specifically focus on promoting an inclusive employment market such as gender equality (SDG 5), inclusive economic growth (SDG 8), sustainable industrialisation (SDG 9), and reducing inequality within and among countries (SDG 10). Indexes and standards have also been developed to measure the efforts and results of diversity and inclusion policies, such as the Dow Jones Sustainability Index and the ISO/FDIS 30415 guideline for promoting D&I in private and public organisations of all types, sizes and sectors.

Although the Brussels Capital-Region was awarded second place in the "European Capitals of Inclusion and Diversity 2023" award of the European Commission in April 2023, another poll on diversity in the workplace by Boston Consulting Group and Google shows that there is still a remarkable amount of work to be done among Belgian companies and entrepreneurs. Similarly, the survey by Starfish, an HR research firm, in late 2021 reported that only 41% of organisations in Brussels and Flanders are effectively taking specific actions to promote diversity and inclusion in their organisations.

An unfortunate observation, given that inclusive business can be part of a solution to the shortage in the employment market that is becoming increasingly urgent...

What exactly is meant by diversity and inclusion?

Do diversity and inclusion sound like one and the same term to you? Don't worry, you're not the only one. Although they are often mentioned in the same breath, they are two different concepts and one does not automatically imply the other. For example, a workplace can be diverse, but not inclusive.

• Diversity refers to the differences or variety between people within a group, organisation or society. This can be based on various characteristics, such as race, religion, ethnicity, gender, sexual orientation, socio-economic status, age and physical and mental abilities. The aim of a diversity policy is to combat discrimination and ensure that the company reflects the diversity that exists within society.
• Inclusion - a broader concept than assimilation or integration - implies that a person is fully included in a group as an individual, regardless of their characteristics. An inclusive policy means creating a working environment in which all individuals feel accepted, valued and engaged. This means giving everyone the opportunity to achieve their full potential, whatever their background.

You can create ethnically diverse teams, of course, but until you take their opinions, perspectives and experiences into account when making decisions and policies, they cannot be considered inclusive. Inclusion is therefore essential to being diverse.

We can sum it all up with the following quote: "Diversity is being invited to the party. Inclusion is being asked to dance." – Vernā Myers

Positive business benefits of diversity and inclusion

Making your business diverse and inclusive is much more than just a matter of ethics. It also drives growth, sales and profit.

If properly managed, there are many benefits to promoting diversity and inclusion in the workplace:

• Increased collaboration, employee engagement and satisfaction
  Global research and consulting firm Gartner states that diverse and inclusive organisations result in a 26% increase in team collaboration and an 18% increase in team engagement. Gender-diverse and inclusive teams also performed 50% better on average than gender-homogeneous, less inclusive teams. Employees who feel engaged and valued and know that their voice matters participate in and are interested in company culture and activities.

• Enhanced innovation and creativity
  Diverse teams have access to a wider range of ideas and perspectives. This can lead to new and innovative products and services. In fact, a recent Boston Consulting Group study showed a strong, statistically significant positive relationship between diversity and business innovation.

• Higher sales
   Research by McKinsey shows that companies with gender diversity of 15% are more likely to have higher sales; in companies with ethnic diversity, this advantage increases to 35%.The study also suggests that companies that invest in inclusion and diversity recover faster from (financial) crises such as COVID-19, for instance, because they are more flexible.

• Better decision-making and problem solving
  Diversity can have a major impact on the overall operation of your business. According to Cloverpop, in 87% of cases, D&I can help you make better decisions. In fact, when people from different backgrounds work together, more insights and practical solutions can come to the table.
   
• Attracting and retaining talent
  According to Deloitte, companies with a diverse and inclusive outlook have lower employee turnover and relatively higher employee retention rates. One of the key reasons why employees leave their jobs is the lack of inclusion; they do not feel included. They do not feel secure and comfortable in their work environment.
   
• Increasing customer orientation
  To be customer-orientated, it is important to be able to deal with these very different types of customers. After all, customers are also 'diverse'. One danger of an organisation with similar people (for example, all white men or all young women) is that they make assumptions based on themselves, what they are comfortable with. Diversity among your colleagues allows you to be more customer-focused because together you are better able to understand and serve different groups of customers.
   
• Better corporate reputation
  Encouraging diversity and inclusion in the workplace will also strengthen your company's brand identity. A Deloitte survey found that eighty percent of professionals consider an inclusive corporate culture when looking for a job.

Tips for companies looking to promote diversity and inclusion

It's one thing to talk about how important diversity is. It then comes down to actually implementing this diversity in your own business.

Collect and analyse data on diversity in your company

There are several tools that can be used to measure and monitor a diverse workforce and inclusive business climate. These include recording personnel data (composition according to gender, age, nationality, language, degree, handicap) satisfaction surveys and HR Analytics. However, additional analyses of personal data that involve health aspects or ethnic-cultural background must comply with the provisions of privacy legislation (GDPR) and can only be done with the express consent of employees. 
For your information, Banque Carrefour Social can provide anonymised staff analyses (paying service).

Formulate D&I goals & indicators

If you don't establish measures of success, nothing will ever change. You should therefore set specific goals to promote diversity and inclusion within the company. Think about which situation you want to influence, rather than which "target group" you want to work with. This way you avoid generalisation, stereotyping and stigmatising images, given that target groups have long since ceased to be homogeneous. So don't pin yourself down to quotas but devote your attention to creating an inclusive corporate culture.  Make sure you can measure and monitor your self-set goals for D&I to gain visibility into successes and bottlenecks as a company. That way you can adjust or expand the strategy. 

Make diversity and inclusion an overarching action

Diversity and inclusion (D&I) will not evolve or succeed effectively if it is only an order given from the top down or if it is only managed and implemented by one department. This could even have the opposite effect, with no one really feeling engaged in the topic. To bring about real change, D&I must be viewed as a fundamental operating principle guided by senior leadership, such as the CEO.

Raise awareness and provide training to ALL employees

Let employees of all levels attend diversity and inclusion training at their workplaces where these concepts are explained and discussed in detail. It is important to speak openly about existing stereotypes and prejudices during this training, since we all harbour certain prejudices, and to explore together ways to break these prejudices.

Managing diversity effectively depends largely on the commitment and capabilities of leaders. Leadership goes beyond technical aspects of work and individual interactions with employees. It also includes managing group dynamics within the team, which becomes more complex as diversity increases.

Review and improve existing procedures for greater inclusion

Start by reviewing recruitment, promotion and selection processes to promote diversity and inclusion. Focus on talent, skills, work attitude and creativity rather than background, age, gender, skin colour or surname. This prevents you from putting a lot of effort into attracting diverse talent while they leave at the back end.

Organise inclusive activities

Organising specific events on a regular basis is an excellent way to promote diversity and inclusion in the workplace. Repeat the same events so that everyone, including part-time workers, can participate (or compensate them for the extra time).

Promote open communication and respect

Good internal communication not only improves your employees' motivation, but also their experience of inclusion. So create an atmosphere of openness and trust so that everyone can and feels able to give feedback to each other in an appropriate manner.

As you can see, as an employer there are many things you can do when it comes to inclusion and diversity. However, it is impossible to be 100 per cent inclusive. Indeed, in social interactions, everyone always contributes something of themselves; you adapt. It is about pursuing inclusion as much as possible.

Want to know more? Need assistance?

• The eDiv site of equal opportunities centre Unia is a valuable source of information on anti-discrimination and inclusion; it offers you free online learning modules as well as a guide "towards more inclusion' that will help you step by step on your way.
• Actiris provides free guidance to Brussels employers who wish to promote diversity in their companies, more specifically in recruitment and management of employees, but also in internal and external communication. Actiris' Diversity Service is also a central player in a network of more than 80 associations, consultants and companies that promote diversity and fight against discrimination.
  On the site, you can also get an overview of the types of diversity plans and what assistance, if any, you can receive.
• You may also be able to contact sector associations or federations that promote workplace inclusion through sector covenants or other initiatives. For example, the site https://www.unizo.be/name-and-fame features inspiring stories from companies and organisations in the Brussels employment market. On this platform you will also find advice, information and useful links to get started yourself.
• The Brussels Region awards a diversity label to employers who recognise and value differences in the workplace.
• The Brussels Region is also launchings an annual call for projects to combat discrimination in the workplace and promote diversity on the job market. Example 2023
• The site https://handsoninclusion.be/inclusief-ondernemen/inclusief-ondernemen regularly features workshops on inclusive entrepreneurship
• The site of the Kenniscentrum WWZ (Welfare, Housing and Care) (Dutch) also offers numerous tools such as a diversity measurement ladder and reflection tools.
• The 'Brussels Council for Cultural Diversity' advises the City of Brussels on the integration of residents of foreign origin and organises events in the neighbourhoods to promote intercultural exchange (Divercity, Brussels festival for meeting the neighbourhoods and residents).
• Since 2022–2023, Vrije Universiteit Brussel (VUB) has been organising a Master's conversion programme in gender and diversity. Université libre de Bruxelles (ULB) is also proposing a continuing education course 'Les atouts de la diversité: prévenir les discriminations et promouvoir l'inclusion'
• If necessary, do not forget to call on social administrative offices or workplace prevention and wellness services. They regularly host workshops on diversity and inclusion.
• Findings from the ninth edition of the HR Barometer.