An Introduction to Selling Diversity, Equity and Inclusion Internally

Diversity, Equity, and Inclusion (DEI) initiatives have become critical components of well-functioning and successful workplaces. However, selling these initiatives internally to gain resources and buy-in can pose challenges, requiring strategic communication and alignment with key organisational objectives. In today’s blog post, we'll explore effective strategies to successfully sell DEI initiatives within your organisation.

Understand Your Audience:

Before embarking on the journey of selling DEI initiatives internally, it's crucial to understand your audience. Different stakeholders may have varied perspectives on diversity and inclusion, so tailor your approach accordingly. Executive leaders may prioritise the business case, emphasising the impact on productivity and profitability. Middle managers might be more concerned with team dynamics and success, while colleagues may be focused on culture, personal growth and development, and job satisfaction.

Establish a Compelling Business Case for Leadership:

To gain buy-in from leadership and decision-makers, build a compelling business case that highlights the tangible benefits of DEI initiatives. Research has consistently shown that diverse teams are more successful and better equipped to solve complex problems.  

Emphasise the positive impact on things like employee engagement, talent attraction, and retention, using research and case studies and tie them back to your specific industry where possible. While DEI is simply the right thing to do, it is a competitive advantage and positively benefits an organisation’s bottom line.

If your organisation is due to be impacted by legislative changes, identify these ahead of time and identify the risk of non-compliance.

Utilise data and success stories from organisations that have successfully implemented DEI initiatives to strengthen your case. For example, a Cloverpop report found that the most diverse teams made better decisions 87% of the time. How would even a 10% increase in better decision-making effect your organisation?

Connect DEI to Organisational Goals:

Demonstrate how DEI initiatives align with the organisation's overall goals and mission. DEI touches all areas of business: from your colleagues to your customers, your suppliers, the products and services you build and more. Illustrate the positive correlation between a diverse workforce and improved decision-making, customer satisfaction, and market competitiveness.

By framing DEI as a strategic imperative, you emphasise its role in driving long-term organisational success.

Communicate the Advantage of an Inclusive Culture:

Highlight the advantages of inclusivity by emphasising the positive effects on culture. Showcase how a diverse and inclusive environment fosters creativity, collaboration, and a sense of belonging among colleagues. Share testimonials and success stories that illustrate the positive impact of DEI initiatives on team dynamics and colleague morale.

Leverage Employee Resource Groups (ERGs)  

Employee Resource Groups are powerful tools for promoting DEI internally. These groups, typically comprised of colleagues with common backgrounds or interests, can serve as advocates for diversity and inclusion. Engage ERGs in the planning and execution of DEI initiatives to ensure they reflect the diverse perspectives within your organisation. This involvement also helps build grassroots support for these initiatives as you progress them to leadership.

Provide Training and Education:

Address any concerns or misconceptions about DEI by offering training and education programs. DEI training serves as a catalyst for internal buy-in by fostering awareness, challenging assumptions, empowering allies, building a common language, and demonstrating organisational commitment.


Successfully selling DEI initiatives internally requires a multifaceted approach that considers the diverse perspectives and priorities of stakeholders within the organisation.  

Stay tuned for more resources on this topic!

If you'd like to discuss the best strategy for your organisation, we'd love to catch up. Reach out to us here.

Posted by Máire

A photo of four people's arms and hands on table with a variation of skin tones. Some of the hands hold pens and are pointed towards a page with data graphs.


Sikandar, Eraj, "The Effects Of Diversity And Inclusion Policies On Business Performance" (2022). Senior Independent Study Theses. Paper 9796.

Cloverpop, 2017:

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