Stop selling inclusion like it's a discount sofa

The business case for inclusive and accessible communication is bankrupt

“Saving money” is a terrible reason to invest in inclusive and accessible communication.

Even though, yes, there are massive reputational, financial and efficiency benefits to becoming more inclusive and accessible.

I’ve written about them here:

• Do you know the real cost of exclusion?

• I’m here to save you thousands.

“If the starting point is that you need to prove your humanity, this is a workplace that doesn’t see you as human. What sort of starting point is that for so called “inclusion”?” - Hanna Naima McCloskey, The Business Case for Inclusion is Bankrupt. Let’s disinvest

A reminder: this email is also available as an audio recording.

Hit “play” to play my voiceover version. It’s like a mini podcast!

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Why I hate the business case for inclusion

1. It reinforces the same power structures

• I am constantly asking this question in my work: Who is seen as normal, neutral or default?

• The business case for inclusion strongly reinforces certain groups of people as default. Let’s dig into it:

• As Hanna Naima McCloskey writes in The Business Case for Inclusion is Bankrupt. Let’s disinvest: “Why are there no reports and research about the business case for white people? Or men? […] The reason no one is commissioning research to determine the business case for white people, or men, for example, in our workplaces is because these groups are understood as our organisational default; our de facto “control group”; and the gold standard against which others must be measured. They have to be in the workplace otherwise how would we know how others compare? This is the dangerous logic we are implicitly perpetuating when we use the business case.”

• I could’t agree more.

2. Inclusion should be non-negotiable

• The "business case" for inclusive and accessible communication frames it as an add-on, something you do if it brings in more money or boosts your brand reputation.

• It makes it easy to drop. Especially if someone decides it's not "mission critical."

• But it's not a nice to have: inclusive and accessible communication is essential.

3. People are not profit machines

• The business case often treats minoritised people as “market segments” to be exploited.

• When we see people as profit and loss items, we're more likely to choose tokenistic and superficial actions. It makes it easy to "hack" for short-term results.

• Human beings should be treated as human beings: people worthy of dignity and respect, not cost centres.

4. Seeking profit can backfire

• If we only do inclusion when it's profitable, we're incentivised to prioritise the people with the most spending power.

• That can deepen inequity, instead of fixing it.

• Economists call these "perverse incentives." I'd call it... chasing profit, which leads to weird and harmful decisions.

5. It’s a weak foundation for long-term change

• You need a vision that makes sense, even if the weather changes.

• Budgets change. Staff leave. New leaders arrive. They bring with them new methodologies, and a shiny new set of OKRs/KPIs.

• Rights, values and justice commitments are more likely to hold steady, even when things change.

6. Numbers don't tell the whole story

• No shade on reputable researchers. I love you and what you do! But...

• Some of the research into the ROI (return on investment) of inclusion can be short-term, shallow, methodologically dodgy, over-confident and highly selective in who it polls, and how it accounts for cultural and social change.

• It’s not that this work doesn’t matter, it’s just that there’s a tendency in some places to attribute massive and slightly questionable results to 1 project.

• “We did 1 campaign, it was amazing. And now we’ve increased wellbeing and retention in Black and Muslim staff members.” Like… maybe? I hope so, but I look at these figures and I’m a little doubtful.

• It's hard to track feelings like safety, dignity, trust and belonging (hard, not impossible! Did I mention I love the researchers who are doing this brilliantly?).

• Changes that matter deeply don't always show up on a spreadsheet, in a time window you can track, with logical attribution.

So if we're going to build a case for inclusion, I'd really really really like if we could focus more on these 3 (or a mixture of all of them):

1. the human rights case: inclusive and accessible communication matters because of our shared connection as human beings and our fundamental duties of fairness and respect.

2. the values case: we do it because it aligns with our mission, values, and sense of justice,

3. the resilience case: inclusive and accessible workplaces are stronger, more adaptable and resilient. They attract loyalty, and help you weather storms. (It’s still pretty business case-y, but I find it more compelling).

“The business case for inclusion is bankrupt” - Hanna Naima McCloskey

Thank you to Hanna and Fearless Futures for the quote “the business case for inclusion is bankrupt.” I couldn’t say it better.

Image description: A gif of dark text on a cream background flashes the words "the business case is bankrupt"

A gigantic however

OK.

Time for a caveat.

An enormous one.

I said I hate the business case for inclusive and accessible communication (cos I do).

But…

I don’t think it’s going away.

It may be a necessary evil, that we just have to work with.

Cos a lot people really value inclusive and accessible communication.

And a whole lot of others need convincing.

Their managers, leaders and budget-holders may not see the value of inclusive and accessible communication.

Sometimes you need a business case

We’re all on different points in our inclusion journey.

And if you want to get the training and support you need.

You know… like signing up for Bold Type: my 12 week group programme in inclusive and accessible communication?!

But your manager doesn’t see the value in inclusive and accessible communication?

Then you need a way to explain it to them in a language they do value.

To get the time, support and cash they need for learning, we have got to be able to tell a story that matters to decision-makers.

All too often, that means: crafting a business case for inclusive and accessible communication.

So next week, I’m going to send you…

A business case for inclusive and accessible communication.

We’ll cover:

The business case for inclusive and accessible communication

From attracting top talent to boosting innovation, from winning new markets to avoiding costly legal risks ad expenses, I’ll lay out why inclusive and accessible communication isn’t just the right thing to do, it’s also a smart investment.

Next week I’ll deep dive into the necessary evil (sigh) of the business case for inclusion - why it matters, how to build one, and how to make leaders really listen.

I cover:

• Business sustainability and performance – why inclusion fuels productivity, effectiveness, resilience and competitiveness.

• Talent attraction and retention – Gen Z and Millennials (half the workforce!) won’t work for you, or won’t thrive, if you don’t get inclusion and accessibility.

• Stakeholder expectations, reputation, PR and brand management – clients, investors, and the public are watching.

• Risk mitigation – the legal, financial, and reputational costs of getting it wrong.

• Innovation and decision-making – diverse teams are 1.7× more likely to lead in market innovation and make better decisions 87% of the time.

Plus:

• How inaccessible websites are costing UK businesses £11.75 billion a year.

• Why companies in the top quartile for racial diversity are 33% more likely to financially outperform their peers.

And that’s just the start.

Inside, you’ll find dozens more stats, studies, and real-world examples showing how inclusion drives revenue, boosts reputation, and keeps the best people.

If you need to win over a sceptical boss, board, or budget holder, this is the evidence-packed resource you want in your back pocket.

See you next week!

P.S. Want to learn more about Bold Type, my 12 week group programme in inclusive and accessible communication?

Hit reply to send me your questions!