The Chartered Institute of Personnel Development state that:
"It recognises that people from different backgrounds can
bring fresh ideas and perceptions which can make the way work is done more efficient
and products and services better"
This summarises the positive benefits from employing people from the many
diverse communities, a fact acknowledged by many organisations.
However, recognising the substantial opportunities that can be gained from actively
targeting these same communities with your products and services to deliver
competitive advantage is not commonplace.
A further quote (from Skapinker 2001) by the Proctor and Gamble CEO Alan
Laffey provides the proof of an effective strategy:
"A diverse organisation will out-think, out-innovate and
out-perform a homogenous organisation every single time"
And with the substantial spending power from diverse consumers exceeding £100 billion, can you afford to ignore the potential opportunities from this market?
