How EDI strengthens performance, culture and competitiveness: Bupa Arabia
A case study on how Bupa Arabia embedded EDI at the heart of its strategy, driving measurable impact on culture, performance and employee experience
What can we do to make it now?
The success of the future organisation hinges upon inclusive cultures and it’s already taken too long to get to the point we’re at today. Why has it suddenly become so important and how can organisations ensure they don’t repeat the mistakes of the past by responding inadequately? When I was at Manchester Business School over 13 years ago, the exciting idea of the ‘new diverse and inclusive organisation’ was prevalent in all the management literature. Yet not much changed until recently. Back then, a big driver was ‘globalisation’. Today the driver is necessity. A recent study conducted by PWC showed that 87% of global CEOs are now focused on D&I strategies, an increase from 2015 when it was 67% and an even bigger jump from 2011 when it sat at just 11%.
It’s clear to see that diversity and inclusion now has front and centre stage as a ‘C-Suite’ priority, but without dwelling on the past I can’t help but think, if only organisations had responded over 13 years ago. They would certainly have been prepared for the new challenges and complexities that D&I now brings with multiple facets to consider, from multi-generational factors to neuro-divergence, gender, race and LGBT. So to echo the question asked at a recent seminar I attended on the future of graduate employment, why the sudden spike in D&I interest now?
Well, there are a number of associated key drivers, one of them being the evolution of the organisation’s design and structure. Trends show that organisations will become more focused around solving simple and complex problems which will result in a greater emphasis on forming teams of individuals with specific skills. With this greater emphasis on collaboration and team-work, productivity will become dependent on the ability to leverage diverse skills, strengths, perspectives and personalities. Evidence shows that people who don't feel included are quieter, they don’t share their best ideas or perform as well. Without inclusive cultures organisations are unlikely able to maximise the benefits of this evolving operating model and project-centred organisation.
There are also now social drivers that organisations are facing. D&I is not only seen as worth it because of its business case, but it’s seen as the right and moral thing to do. Not only do employees expect it, but customers do too. In Deloitte’s recent Human Capital Trends report, they show that citizens are looking less and less to political systems to solve critical issues such as income inequality, health and diversity, but more and more towards business leaders.
D&I is key to brand perception, trust, brand loyalty and retaining and engaging all types of talent. To quote the report, "Companies that appear aloof, tone-deaf or disengaged face harsh headlines, negative attention on social media and tough questions from a range of stakeholders."
The internal operations and cultures of organisations are going to come under increased scrutiny by society as a whole including the Government. The recent UK gender pay gap results for example has called for greater transparency and has unearthed some harsh truths for all to see.
So with some of these imperatives, what can organisations do to make up for lost time and bring the past and the future into the present?
During my conversations with various female professionals of colour for example, a number of common experiences in the workplace have been shared. One of these includes pressures to conform to the image of the team or department’s perceived ‘star performer.’ A true leader however is able to identify and leverage the differences, similarities and strengths of their people without putting labels on them or limiting the possibilities of what they can achieve. Do the leaders and managers in your organisation have these skills? Indeed, at the heart of driving inclusive cultures is undoubtedly holding leadership and management to account. All leaders and managers should play a part in proactively progressing D&I but organisations must give them the tools to do it.
So why now? Why do you think D&I has now become so important? And how can organisations make sure they respond adequately now so they are prepared for future trends that have not even hit yet?
By Louise Karunwi, Director, Career Capital, Leadership Development Consultant & Coach
A case study on how Bupa Arabia embedded EDI at the heart of its strategy, driving measurable impact on culture, performance and employee experience
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