Why Fairness and Belonging Matter More Than Ever

Diversity and inclusion has many names: DEI, EDI, I&D and even JEDI. Whatever terminology we use, the purpose has always been clear: to create a world where people are represented, treated fairly and able to feel that they belong. It is not a new idea, but a movement built over generations by people and communities working to challenge inequality and shape a fairer future.

There is a lot happening in the world right now, and it can sometimes feel increasingly divided. For me, it comes back to two simple things: people want to feel they belong, and they want to be treated fairly, whether that is as an individual, as part of a wider community or within an organisation.

The need to belong is fundamental to us as humans. Most people also believe in fairness, even though our individual interpretations of what fairness means may differ.

At its heart, diversity and inclusion is about helping people feel seen, valued and treated fairly. While some topics can feel complex or unfamiliar, many people and organisations are now trying to cut through that complexity and return to a simple idea: everyone deserves fairness and belonging.

In my role as Inclusion and Community Impact Manager at Primark, I believe our job is to keep that focus clear. That means using language people understand, making sure our policies reflect our values, and continuing to recognise that our people are our most important asset.

Shaping Our Own Inclusion Story

One of the things I have found most exciting this year is the decision to move away from the ever-changing global themes for events like International Women’s Day and Pride, and to shape our own narrative and commitments. It has given us the chance to define our own ‘why’, celebrate these moments in a way that feels true to Primark, and show how our support continues not just at one moment in the calendar, but throughout the whole year.

That has helped colleagues connect more closely to our values and see inclusion as something that is part of everyday life at Primark.

Listening, Learning and Co-Creating with Our People

We are a small team, but we are fortunate to work in a business with so many inclusion advocates, ambassadors and champions across all our locations. All our celebrations, inclusive product lines and initiatives are co-designed with members of the relevant communities, who bring their direct and lived experiences to ensure that whatever we are doing feels authentic.

Strong examples of this include Muslim colleagues being central to the development of our ever-expanding Eid clothing range and celebrations, and disabled and neurodivergent colleagues sharing the barriers they face. Their insight enables us to identify solutions and continue building a culture of ‘accessibility by design’.

For our team, this means creating an environment where colleagues feel safe, respected and able to share their lived experiences without fear of judgement. This helps people contribute honestly to projects, celebrations and initiatives that continue to build Primark into a place where colleagues feel they belong.

Along the way, we continue to learn a great deal about different lived experiences and cultural perspectives, which helps us grow both personally and professionally.

Turning Inclusion into Everyday Action

Primark is full of talented people who want to help, learn and make things better. That energy shows up in so many ways: from designing the high street’s first wheelchair pose mannequin and introducing mainstream adaptive fashion, to supporting hundreds of colleagues to take part in local Pride parades and providing free period care products in many of our stores. What stands out to me most is how open colleagues are to listening, learning and acting on feedback from each other and from our customers. That is how we keep building a culture where more people feel they belong, and where fairness is part of how we work every day.

For me, the biggest trend is that inclusion is becoming less about labels and more about everyday actions. It is about listening to people, learning from their experiences and making thoughtful changes that help colleagues and customers feel seen, valued and included. At Primark, that is what makes this work so meaningful: it is shaped by our people, brought to life across the business and rooted in a simple belief that everyone deserves to feel they belong.