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Different is the new normal – why perspectives matter

Published April 14, 2021, 9 a.m. by Malin Sund

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Do your employees have a variety of perspectives, opinions, backgrounds and experiences? “Congratulations, you are ahead of the game,” says Malin Sund, Editor and expert on diversity and inclusion at Spoon.

You say that diversity and inclusion is “the new green”. What does that mean?
“Some things are so obvious. Like, if you produce band-aids – wouldn’t it be smart to actually make them for all skin tones? Like, who is the norm here? Still, just look at the shelves out there, stuff is really missing. Chances are you’re missing out in your business if you’ve got too few perspectives represented in your organization. And in your communication.“

"Whom you chose to represent you, to be visible at, for example, your events or in your communication, is important for real. It’s a big and crucial signal, empowering a lot of people when you do it right."
Malin Sund, Editor and expert on diversity and inclusion at Spoon.

What a brand’s communication looks like is not enough, though?
“Well, it’s a start of course. Whom you chose to represent you, to be visible at, for example, your events or in your communication, is important for real. It’s a big and crucial signal, empowering a lot of people when you do it right. But in the long run your words will end up being empty, if your company or organization doesn’t match what you’re saying.”

How do you mean?
“You have to do your homework, staffing up your team in a way that includes a lot of different perspectives, backgrounds and experiences. Start looking at who’s applying to your organization, for example. How can you attract a variety of talents, representing all of today’s Swedes? If you’re not hiring at the moment, at least make sure to partner up with networks that add perspectives to your own. Because future employees as well as potential business partners will be checking out your representation and your diversity, since it’s a proven factor behind success. According to the McKinsey-report ‘Diversity Wins – How Inclusion Matters’ (2020) – with input from 1000 companies in 15 countries including Sweden – diverse teams were 36 percent more likely to have above-average profitability. You can read a summary of the report here, in Swedish.”

Want more insights on the subject? Read up on the importance of sticking to your core message.