As we relish the success of this year’s National Diversity Awards and look ahead to the Inclusive Awards later in November, I want to take a moment to reflect on the importance of organisations understanding the value of sponsoring events that celebrate diversity and inclusion champions. And to appreciate the power of recognising the impact of the work their local community does, the people they reach and the lives they change.
Why we must celebrate diversity
It’s particularly important to celebrate diversity now as some are looking to dial down on DEI. Not only do communities and individuals gain from being seen and recognised but organisations gain from the halo effect of connecting with their communities to attract and retain diverse talent. Meanwhile, existing diverse talent within their organisation can take pride in seeing others like them being acknowledged and supported by their employer.
Sound business decision
No-one can ignore the fact that sponsorship of Awards is a business and commercial decision. What do organisations want in return? How can they make their sponsorship much more than a branding exercise at an event? And how can they amplify their sponsorship into more meaningful engagement that delivers a real return on investment?
I asked Lucinda Blanchard, Inclusion & Diversity UK Country Leader at Airbus – one of our 2025 National Diversity Awards sponsors - to explain the value of an organisation connecting with diverse communities. As a new sponsor this year, I wanted to know why they stepped up at a time when others have stepped back from aligning themselves to diversity and inclusion.
What attracted you to sponsor the 2025 National Diversity Awards - especially at a time when many organisations are dialling down on DEI?
The National Diversity Awards reflect our unwavering commitment to inclusion at a time when these values are more critical than ever. We believe that diversity is our strength, a core value that is fundamental to who we are as a global company and essential for fostering innovation and success. The awards provide an important platform to celebrate the remarkable work being done to create a more inclusive society. By sponsoring the event, we hope to reinforce our own dedication to being a leader in this space. We are convinced that an inclusive and diverse workplace drives innovation, creativity and collaboration. Our industry is complex and constantly evolving, and a diverse workforce is crucial for tackling future challenges. Our sponsorship sends a clear message about our commitment to diversity and inclusion.
Q However good it feels, we can’t ignore the fact that sponsorship of Awards is a business and commercial decision – what does your organisation want in return?
Yes, you are right. We see our sponsorship as a strategic investment that helps us attract and retain top talent by publicly affirming our commitment to diversity. Internally, it celebrates and recognises our own champions of diversity, boosting employee engagement and pride. We value our partnership with Inclusive Companies as it provides us with strategic insights and a network of best practice to accelerate our own journey.
Q How can you make your sponsorship more than just a branding exercise to bring more meaningful engagement that delivers a return on your investment?
We use our sponsorship as a platform for active engagement that goes beyond branding. We amplify the voices of our employees to connect authentically with new talent and ensure our senior leaders have meaningful conversations. Internally, we mobilise our employees to nominate their colleagues, making the celebration of inclusion and diversity a shared effort that reinforces our culture. Our return on investment comes from actively seeking out and implementing best practices, ensuring our commitment to inclusion accelerates our business, not just our brand.
Q What is the value to your organisation of connecting with a diverse community?
Connecting with diverse communities provides vital insights that drive our business and culture. These connections power innovation and market relevance by bringing in a wider range of perspectives, fuelling creativity and leading to more inclusive products and services. Beyond that, engaging with these communities helps to create new talent pipelines while building awareness of Airbus as a company where people can bring their whole selves to work.
Q Do you feel that publicly supporting DEI initiatives/events helps to promote your business aims and ethics to wider audiences?
Publicly supporting inclusion initiatives is a direct extension of our company's core values; our teamwork, integrity, customer focus, reliability, respect and creativity aren't just for internal use. By publicly supporting initiatives like the National Diversity Awards, we demonstrate our commitment to creating a fair and inclusive environment for all, which builds trust with a wider audience.
From a business standpoint, this support helps us attract and retain diverse talent. It shows that our company values align with those of today's workforce and helps to ensure our business remains innovative and relevant to the diverse communities we serve.
Q Do you believe that getting behind such events helps your diverse colleagues feel more seen and appreciated?
As a global multicultural company, diversity is firmly embedded in the DNA of Airbus. This is evident in our Employee Resource Groups (ERGs) formed from shared experiences, identities, causes or interests. These communities include LGBTQIA+ representation, gender diversity, affiliation with the armed forces, bridging generational gaps, racial and ethnic heritage diversity, multi-faith groups, social mobility, mental health awareness and more. We are committed to fostering an inclusive workplace that values diversity, creates a sense of belonging and is accessible to all. Publicly supporting platforms like the NDAs shows our colleagues that we authentically stand alongside the communities they belong to.
Q What do you say to people who think ‘DEI is Dead’?
Commitment to inclusion isn't a passing trend: it's a core part of who we are, it’s implicit in our values and a clear driver of our success. When we embrace diverse perspectives, we unlock innovation and create a workplace where everyone can thrive. We recognise that the landscape of inclusion, diversity and the sense of belonging is constantly evolving. We’re taking a proactive approach to ensure everyone – no matter their background or identity – feels truly included, respected and valued for their unique contributions.
A Simple Truth
Lucinda’s responses are clear and unequivocal. It should make us all stop and take note. And realise the simple truth that everyone is diverse. Not just ‘some people.’ But everyone. Every day.
The UK workforce comprises different races, faiths, disabilities, genders, sexualities, backgrounds and neurotypes. Yet a lot of people feel overlooked, support has gone quiet and representation feels like an afterthought.
Another truth for you: colleagues, customers and communities have seen which brands have gone quiet. They’re alert to who’s showing up and who isn’t. They’re deciding who they want to work for and who they want to buy from, based on who sees and values them. And that is why events like the recent National Diversity Awards and upcoming Inclusive Awards matter.
Together we can take a stand on diversity and make a difference.