Diversity is traditionally concerned with group identity, defined by common characteristics like ethnicity, race, sex, age, religion. But diversity isn’t the same thing as inclusion. If employees are frightened of retaliation, if policies don’t promote diversity or aren’t enforced, or if a firm’s workforce and branding don’t reflect a diverse culture, even the most diverse workforce is excluded from contributing their great value to the company.

Embracing diversity is associated with better profitability, opportunities in new markets, a better customer experience, lower employee turnover, and an enhanced reputation.

Employees are highly perceptive to diversity, inclusion , and equality as workplace issues. This is especially true in an era of a renewed focus on civil rights and the influence of a younger generation that prioritizes authenticity.

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A “check-the-box” approach to diversity and inclusion damages trust among customers and employees and sets the company up for potential liability and litigation in the future.

Customers and employees should see themselves reflected in the leadership team, salesforce, marketing materials, and anywhere they encounter the company. It’s the right thing to do. But it’s not always easy.