For big-hearted brands ready to thrive in today's diverse market.

Today's consumers aren't just buying products, they're choosing values.

Shifting demographics and rising social awareness have made Diversity, Equity & Inclusion (DEI) a crucial brand differentiator.

Yet, many brands struggle, failing to represent the rich, diverse world around them, feeling overwhelmed by the complexity and clarity required to keep up in a dynamic, diverse market, opting instead for the status quo.

Unfortunately, the status quo in most design, marketing, and messaging today, caters to a limited view of our customers, leaving a large segment of the population feeling unseen, unheard, and ultimately, excluded.

This isn't just a social issue – it's a business one.

Non-inclusive thinking creates a ceiling on your brand's reach, limiting its potential for growth and impact.

The good news though? You don't have to navigate this alone. If you’re ready to grow in a diverse market, get in touch.

The marketplace is evolving – are you keeping up?

Landmark report finds that inclusive brands are up to 35% more likely to outperform their competitors (McKinsey)

2017 - ONWARDS

Body-positive, inclusive challenger brands (such as Aerie and Fenty Beauty) continue to grow and dominate their categories, pushing out their less inclusive competitors.

A global survey of +2,000 people finds that 38% of consumers are more likely to trust brands that do well with showing diversity in their ads (Adobe)

New research by Centre for Inclusive Design, Adobe and Microsoft finds that inclusively designed products and services can reach 4x the number of intended consumers (Centre for Inclusive Design)

Consumer demand for diverse and inclusive brands is skyrocketing, with a 181% search uplift in consumers searching for ‘diverse brands’ (Brandingmag)

Investors are embracing Environmental, Social, and Corporate Governance (ESG) at increasing rates (Bain & Co)

More people are citing a lack of DEI at their organisations as a reason for intending to switch jobs (2023 Hays Salary Guide)

“I don’t have time for this!”

You need an expert who’s in your corner and can help you develop a sustainable growth strategy that responds to the dynamic needs of a diverse consumer base and dismantles outdated structures that are limiting your brand’s potential.

Hi and welcome!

I’m Lyndal, Founder of (ide)ate Studio.

Before (ide)ate, I led Marketing & Service Design at a global DEI consultancy, helping some of the world’s most loved brands, identify & engage meaningfully with marginalised demographics.

However, I quickly became frustrated at how inaccessible the field of DEI was to small-to-medium-enterprise businesses. This not only limits a brand’s potential but also creates a barrier to reaching the just and equitable world that we all deserve but not all have access to.

I believe businesses and communities can thrive together, and I’m excited to show you how through the Building Better Business program.

I’ve had the privilege of designing and delivering strategies for the following companies across APAC:

Our Building Better Business program is an affordable 9-month advisory and training program for big-hearted consumer brands ready to thrive in today's diverse and dynamic market.

Over 9-months, we’ll teach you how to:

Build an inclusive growth strategy

Reach new, previously underserved markets
Integrate diversity and inclusivity into your team and processes
Develop an authentic brand that resonates with diverse audiences
Align your current operating model to become more sustainable

Building Better Business EOI

Full Name

First Name

Last Name

Email

Organisation

Your Role

What is your main challenge when building an inclusive brand?

Not enough time

Not enough budget

Don't know where to start

Something else / None of the above

Do you have 8 hours or more per month to allocate to implementation?

Yes

No

Unsure at this stage

Message

Feel free to elaborate here on anything you've shared above

BUILDING BETTER BUSINESS PROGRAM

Curriculum

Building Better Business is a modular program that allows you to build your own “toolbox of capabilities” based on your business size and needs. You have the choice to build the program that feels right for you or we can build it with you.

It adopts a 3-pillar approach to building diverse, inclusive and equitable organisations as this gives your brand the best possible chance of sustaining results.

Each module contains x1 relevant DEI Strategy Session & Workshop.

Pillar 1: Foundations

We start by building a solid foundation on which everything else will be built. This includes establishing leadership buy-in and resources available, identifying ways to operationalise DEI, setting clear intentions and goals, and of course, creating a compelling vision.

1.A | DEI Strategy Development incl. Accountability, Goal & Vision Setting
Create a formal DEI strategy and develop a strategic plan with measurable goals for achieving DEI objectives.
1.B | Unconscious Bias
Training for all employees on recognising and mitigating unconscious bias in decision-making processes like recruitment, performance evaluations, and team interactions.
1.C. | Leadership Alignment & Buy-in
Designed to secure leadership buy-in, educate on the "why" behind DEI, and address risks and concerns, and foster genuine commitment
1.D. | Recruitment & Onboarding
Designed for businesses that are actively hiring and looking to incorporate more inclusive practices to help attract and retain a diverse workforce.

Pillar 2: Internal

Then, we focus on the internal structure of your business. This includes ensuring a healthy, inclusive team culture that fosters collaboration, innovation, respectful dissent and improves decision-making - all key ingredients required for high-performing teams and organisations.

2.A. | Ideation & Brainstorming
Encourages employees to contribute ideas freely and easily and provides tools and strategies for stimulating new ideas from employees.
2.B. | Communication & Feedback
Creating open communication channels and transparent feedback loops that support respectful dissent
2.C. | Psychological Safety
Emphasises creating an environment where employees feel safe to take risks and share ideas without fear of judgment.
2.D. | Teamwork & Collaboration
Fostering collaboration across different perspectives, departments and skill sets
2.E. | Recognition & Rewards
Motivate employees and acknowledge contributions to a culture of innovation

Pillar 3: External

Finally, we turn our attention to the exterior, identify underrepresented demographics your brand has overlooked, analyse the financial impact of exclusion, understand how you are perceived by these communities, craft a brand that resonates with diverse audiences & position you for sustainable growth.

3.A | Identifying Gaps & Opportunities
Conduct targeted research to identify relevant customer segments you may be overlooking, and analyse how competitors are leveraging DEI as a differentiator.
3.B | Inclusive Brand Review & Development
Review overall brand identity to identify potential exclusionary elements before developing a brand story that resonates with diverse audiences and showcases your commitment to inclusivity.
3.C | Understanding Brand Perception
Understand how different demographics perceive your brand and services.
3.D | Ethical Stakeholder Engagement
Learn the foundations of ethical stakeholder engagement
3.E | Inclusive Service Design
Develop services that cater to diverse customer segments' specific needs and preferences.

What’s included?

So how exactly do we help you build an inclusive growth strategy, reach new, underserved markets and develop an authentic brand that resonates with diverse audiences?

Hosted across Notion, Miro & G-Suite, the BBB program includes:

Onboarding, Discovery + DEI Deep-Dive

x6 1.5-hour DEI Strategy Sessions, working through relevant frameworks

x6 ready-made live 1-hour Workshops incl. Q&A, open to as many participants as you’d like

Always-On Support

BONUSES +++

DEI Toolkit for internal use (in working format)

x2 Brand Audits incl. competitor analysis through a DEI lens

Employee Survey template + supporting communications

x1 development of DEI Policy (or review & recommendation if one exists already)

Access to our full Notion Knowledge Base containing 50+ frameworks, templates & explainer videos i.e. everything you’ll ever need to create, integrate, sustain & scale DEI practices including inclusive job briefing template, DEI Innovation Canvas, DEI Logic Map, Gap Analysis, Creating your Blue Ocean

We have 3 spots left for our Building Better Business program intake for June.

Submit your Expression of Interest (EOI) below and we’ll be in touch to discuss suitability.

Building Better Business Program EOI