The Role of Diversity and Inclusion in Business Storytelling

Yolande Coombes Psychologist, Coach & Facilitator

Storytelling has been a fundamental part of human culture since the dawn of time. It’s how we communicate, share experiences, and connect. 

In business, storytelling is a powerful tool that can shape a company’s brand, build trust, and foster loyalty among customers and employees. But have you ever stopped to consider the role of diversity and inclusion in business storytelling? Let’s explore why incorporating diverse perspectives and voices into your company’s storytelling efforts is not only essential but also beneficial.

Embracing diversity and being thoughtful about inclusion practices are crucial components of a successful business. It is not just about valuing and respecting differences but actively seeking them out and involving and engaging individuals from different backgrounds and with different perspectives, recognising the value they bring to all aspects of the business.


So, how do diversity and inclusion relate to business storytelling?  When you have a diverse workforce, you have a wealth of varied experiences, ideas, and insights that should be reflected in your communication. This allows your company to create more authentic and relatable stories that resonate with a wider audience. 

Creating a common story about your organisation & team can help your team feel part of the same narrative. Sharing our life stories with our coworkers also lets us build commonality & empathy through inclusive storytelling.


For example, Nike, a global brand known for its powerful storytelling, featured Colin Kaepernick, a former NFL player known for his activism against racial injustice, in their “Dream Crazy” campaign. This bold move garnered attention and sparked conversations and discussions about race, equality, and social justice. Nike’s inclusive approach to storytelling resonated with its diverse customer base, building trust and loyalty among those who shared similar values.

Incorporating diversity and inclusion in business storytelling shows that your company cares about and understands its customers and employees. Today’s consumers are more socially conscious and value-driven than ever before. They want to see themselves and their values reflected in the brands they support. By telling inclusive stories, you are meeting their expectations and building a deeper emotional connection with them.

Ben & Jerry’s – the ice cream company known for its activism and social justice efforts – uses their storytelling to advocate for causes such as climate change, racial justice, and LGBTQ+ rights. By incorporating diverse voices and perspectives in their stories, they have created a loyal customer base that shares their values and supports their mission. A study by Edelman found that 64% of consumers are belief-driven buyers, meaning they choose brands that align with their values.



In addition to customers, incorporating diversity and inclusion in business storytelling also positively impacts employees. When employees see themselves represented in their company’s stories, it creates a sense of belonging and inclusion. This, in turn, boosts employee morale, engagement, and productivity. Companies with diverse and inclusive cultures also tend to attract and retain top talent, as employees seek workplaces where they feel valued and included. For instance, Google’s “Black History Month” campaign featured stories of black employees and their contributions to the company’s success, creating a sense of pride and inclusion among their black employees.

Diverse storytelling can also help companies attract and retain top talent. In today’s competitive job market, employees increasingly seek companies that embrace diversity and inclusion. When your storytelling efforts reflect these values, you are more likely to attract diverse talent who feel welcomed and included in your organisation’s culture. For example, Salesforce has been recognised for its commitment to diversity and inclusion, and its storytelling efforts highlight employees from different backgrounds and their unique contributions to the company’s success.

The Future

Diversity and inclusion play a crucial role in business storytelling. By incorporating diverse perspectives and voices, companies can create more authentic and relatable stories that resonate with their customers and employees. This builds trust, fosters loyalty, and positively impacts both the bottom line and the company culture. So, as you embark on your storytelling journey, remember to embrace diversity and inclusion and let the power of storytelling create a positive and inclusive impact on your business.


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The Core Story are innovators in the transformation of business performance enabling leaders to engage hearts and minds and bring strategy to life for everybody, everyday. We are an imaginative force transforming leadership. Specialising in human centred leadership and strategy, we partner with clients to establish their strategy story and bring it alive throughout the organisation.

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