The Inclusive Innovation Playbook

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Why Inclusive Innovation Matters

Common Myths & Objections

Let's address a number of common myths and objections about inclusive innovation

In order to drive progress and encourage the creation of more inclusive and equitable products and services we need to bust a number of myths and overcome a number of objections about inclusive innovation.

Build your own understanding, and then help others, to create more advocates for change.

Common Myths

There are a number of common misconceptions that prevent people from understanding the full or true picture.

Myth 1 - Inclusive design = accessibility

“Inclusive design is the same thing as accessibility.”

Accessibility is just one aspect of inclusivity. Inclusive design is not only for people with disabilities, it is necessary for all users. This includes people with different:

genders.

sexualities.

ages.

cultural backgrounds.

ethnicities.

abilities.

socioeconomic backgrounds.

This list isn’t exhaustive. Inclusive design requires you to consider which aspects of diversity are most relevant to your context. It is important to consider the diverse needs, preferences and experiences of all users in the design process to ensure that products and services are inclusive and equitable for everyone. Accessibility focuses on a specific set of user needs related to capability and ability, whereas inclusive design covers a broad range of user needs across multiple dimensions.

It is also important to note that inclusive design is not the same as universal design. Universal design aims to create the best possible single experience for as many people as possible. Whereas inclusive design allows for personalisation and adaptation to suit differing needs, enabling everyone to have a good experience.

Inclusive design goes beyond meeting minimum accessibility requirements and strives to create experiences that are truly inclusive, enjoyable, and meaningful for all individuals. It acknowledges that people have different abilities, backgrounds, and contexts, and seeks to address these differences through flexible and adaptable design approaches.

Myth 2 - Creating for everyone

“ If we innovate inclusively, it means we’ll have to create products for everyone.”

Inclusive innovation isn’t about losing sight of your target market or niche, to create products for everyone. It is about serving everyone within your target market equally well, not just the dominant majority.

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Venn diagram showing the intersection of 'Your Target Market' and 'All historically underserved folk'. Showing that the focus is still within your target market.

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Myth 3 - DEI is an HR thing

“We’ve got someone in HR who does that.”

People tend to think about diversity, equity and inclusion (DEI) as internal activities such as unconscious bias training, employee resource groups and inclusive hiring practices. It isn’t just about internal policies and culture. Inclusive innovation is about DEI in the context of creating more equitable and inclusive products, services and content. Inclusive innovation requires a company-wide approach, from leadership to product development, to be truly effective. It isn’t something one person can be responsible for. Everyone has a role to play.

Myth 4 - Diversity leads to inclusion

“Our focus on diverse recruitment will drive inclusion.”

Diversity is not a guarantee of inclusion. In fact the more diverse your team the more intentional you need to be about creating inclusion in order to help everyone find common ground and feel safe to share their perspectives, ideas and actively participate in the design process and decision making. Without equity, fairness, transparency and inclusion you are unlikely to be able to sustain a diverse workforce.

The reality is that a focus on inclusion can in fact lead to diversity.

Myth 5 - No diverse talent

“It’s a pipeline problem. Diverse talent with the skills we need just doesn’t exist.”

It is important to ensure that you are actively seeking out diverse talent, rather than waiting for people to come to you. People often say it is a ‘pipeline’ problem, without realising that traditional recruitment methods will not attract diverse talent. It requires you to meet people where they are, offer tailored support, reassess what skills or experience really is essential, allow longer for recruitment and use inclusive recruitment practices.

Myth 6 - Minority employees will educate others

“We’ve got one [fill in the blank] on the team, so should have that point of view covered.”

Being in the minority is hard enough, without additional pressure to take on inappropriate extra responsibilities. Someone sharing their own perspectives or views is very different from someone being expected to train their peers or defining product requirements for ‘everyone like them’. Education and training programmes should come from reliable sources - and be embedded. Recognise the emotional labour that comes with sharing one’s own struggles and reward people accordingly.

Myth 7 - Anyone can become a ‘self-made’ success

“Some people just work harder and make better choices to become self-made successes.”

The myth of the 'self-made' individual is a popular narrative, but it often overlooks the role of external factors, networks, and support systems that contribute to a person's success. While hard work and determination are undoubtedly important, the reality is that no one achieves success in a vacuum. Factors such as socio-economic background, access to quality education, mentorship, and even luck play significant roles in shaping a person's achievements.

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Cumulative bar chart showing that my success is the sum of my talents & efforts + the success of the people around me. Someone surrounded by successful people can gain success with less talent & effort that those who do not have support.

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Myth 8 - The merit principle

“You don’t need DEI if you base decisions on merit.”

Systemic barriers and biases often hinder marginalised groups from receiving equal consideration based on merit alone. Unconscious biases can lead to the devaluation of achievements and qualifications of underrepresented individuals, resulting in less diverse and inclusive environments. DEI initiatives are crucial in recognising and addressing these systemic barriers, ensuring that everyone has a fair chance to succeed based on their abilities and achievements, rather than being limited by their background or identity.

Myth 9 - DEI practice as a cure

“Only ‘bad companies’ need DEI interventions.”

The myth that DEI practices are only necessary for 'bad companies' overlooks the fact that systemic inequalities and biases exist in every organisation, regardless of their intentions. Believing that only companies with overt problems need DEI interventions reinforces the idea that inclusion is a reactive measure rather than a proactive, ongoing process. Every organisation, regardless of size or industry, can benefit from incorporating DEI initiatives to promote a more inclusive environment, address unconscious biases, ensure equal opportunities for all employees, and foster innovation in the design and development of digital products and services. By embedding DEI practices in the entire innovation process, organisations can create solutions that cater to diverse user needs and perspectives, ultimately leading to more impactful and successful products and services.

Myth 10 - Having privilege means you don’t deserve your success

“I worked hard to get where I am; I didn’t get any handouts.”

This myth suggests that acknowledging privilege implies that success is undeserved. However, acknowledging privilege does not negate hard work or accomplishments; it merely recognises that some individuals may have had access to opportunities or resources that others did not. Understanding privilege is essential to recognising systemic inequalities and taking steps to address them.

Everyone's journey is unique, and success is often a result of a combination of hard work, talent, and the circumstances in which we find ourselves. Acknowledging privilege is not about diminishing one's achievements but about fostering empathy and understanding for those who face additional barriers in their pursuit of success.

Having white privilege doesn’t mean your life hasn’t been hard. It means your skin colour isn’t one of the things making it harder.

Common Objections

There are a number of reasons why people may not want to adopt a more inclusive approach to innovation.

In order to create more advocates for change, you will need to counter common objections. Use the following examples to help more people understand why it is important and what the benefits are.

Objection 1 - Why change?

"I don't see the need for inclusive innovation. Our current products/services are working just fine."

Response: "While your current products/services may be working well for your current customer base, expanding your market to include more diverse customers can lead to increased revenue and growth opportunities. Expectations are shifting rapidly. What may have worked in the past, will not necessary be sufficient for the future. Inclusive innovation can also help you attract talent and stay ahead of competitors who are already embracing diversity and inclusion."

Objection 2 - Too expensive

"Inclusive innovation sounds expensive. We can't afford to invest in it right now."

Response: "Impactful changes can be made without significant investment, with the right mindset and approach. Small changes can make a big difference. The business case for inclusive innovation is strong and the risks of not investing in inclusive innovation are high. It is a long term game. While there may be some costs associated with some changes, the long-term benefits far outweigh the investment. By reaching new markets and creating products/services that meet the needs of a wider range of customers, you'll be able to increase revenue and build stronger customer and staff loyalty."

Objection 3 - No expertise

"I'm not sure we have the expertise to create inclusive products/services."

Response: "That's understandable, but there are many resources available to help you develop a diverse and inclusive approach to innovation (like this playbook!) . You can partner with organisations (like Diversily 😀) that specialise in diversity and inclusion, conduct research to better understand the needs of underrepresented customers, and seek out diverse perspectives within your own team."

Objection 4 - Already diverse

"Our current customer base is already diverse. We don't need to do anything more to be inclusive."

Response: "While having a diverse customer base is a good start, there may still be groups that are underrepresented or underserved. Inclusive innovation means actively seeking out and addressing the needs of all customers, regardless of their race, gender, age, ability, or other characteristics. Do you have the data to know that you are serving all customers groups equally well? "

Objection 5 - No benefit

"I'm not convinced that inclusive innovation will really make a difference for our business."

Response: "Research has shown that companies that prioritise diversity and inclusion tend to outperform their competitors in terms of revenue, innovation, and customer satisfaction. By embracing inclusive innovation, you'll be creating a more robust and successful business that can adapt to changing markets and customer needs."

Objection 6 - No resource

"We don't have the resources to prioritise diversity and inclusion in our innovation process."

Response: "Prioritising diversity and inclusion in your innovation process doesn't necessarily require a lot of resources. It can be as simple as seeking out diverse perspectives and needs through customer research or incorporating diverse voices and different thinking into your brainstorming sessions.

Additionally, the benefits of inclusive innovation, such as increased customer loyalty and improved employee retention and productivity, can ultimately lead to cost savings for your business.

Why not start with some quick wins?"

Objection 6 - Not for us

“It’s only for large companies.”

Response: Inclusive innovation is relevant to all organisations irrespective of size. It is about creating more value, delighting more customers and creating more impact, which is desirable for all organisations.

While it's true that large companies have more resources to invest in inclusive innovation, it's not just limited to them. In fact, small and medium-sized businesses can often be more agile in their approach to innovation and more closely connected to their customers. Additionally, it can help attract and retain top talent and build a loyal customer base."

Objection 7 - Already done

“We’ve done it already.”

Response: That's great to hear that you've taken steps towards inclusive innovation in the past. Diversity, equity and inclusion is a journey, not a destination. Inclusive innovation is not a one-time effort. It is a continuous process that requires ongoing assessment and adaptation to ensure that products and services are inclusive and equitable for all users.

Claiming you are ‘done’ sends a message to underserved or marginalised customers or staff that you will never serve their needs.

The needs and perspectives of customers are constantly evolving, and it's important to continue listening to and engaging with them to ensure that your products and services remain inclusive. Additionally, there may be new technologies, strategies, or best practices that have emerged since you last focused on inclusive innovation that could bring even more value to your business.

Objection 8 - Not relevant

“It’s not relevant for our industry or offerings.”

Response: Whilst there are some industries, such as healthcare and education, where inclusive innnovation is critical and practices are more mature, it is relevant for all industries and all types of products and services. If your products or services are used by people, inclusion is required. By incorporating diverse perspectives and needs into your innovation process, you can uncover new opportunities and create products that better meet the needs of all customers.

Objection 9 - Only for B2C

“It’s only for B2C companies.”

Response: Inclusive innovation is relevant for B2B companies too. At the end of the day, if people are engaging with your products and services, you need to make them inclusive to all.

B2B companies, often have a smaller pool of customers and rely heavily on long-term relationships. By incorporating diverse perspectives and needs into your innovation process, you can create products and services that better meet the needs of your B2B customers, build stronger relationships, and increase customer loyalty.

Moreover diverse and inclusive internal teams will create better solutions.

Objection 10 - Too slow

"Inclusive innovation will slow down our innovation process and make it less efficient."

Response: "While incorporating diversity and inclusion into your innovation process may require some additional time and effort upfront, it can ultimately lead to greater innovation and creativity. By seeking out diverse perspectives and needs, you can uncover new opportunities and create products and services that better meet the needs of all customers. Additionally, the benefits of inclusive innovation, such as increased customer loyalty and improved employee retention and productivity, can ultimately lead to cost savings for your business."

Conclusion

In summary, inclusive innovation is a process that requires continuous effort, it's not a one-time task, it requires consideration of all aspects of diversity and it's not only for certain industries or companies, but for all types of products and services.

By understanding these myths, common objections and the importance of inclusive innovation, organisations can begin their journey towards creating digital products and services that work for more people, more of the time.

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Feedback please⁠

: Share your feedback to help us strengthen the argument and create a more compelling story.

Are there any other misconceptions or objections you, either used to have or you see others having, when it comes to inclusive innovation?

Do you have any stories to share that might help others bust some of these myths or overcome these objections?

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