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How to create a marketing plan for your small business - build a brand, target customers and set prices that will maximise sales.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

Employees demand change on diversity, equality and inclusion

6 December 2022

An international survey of workers has found that organisations and businesses need to do more to create inclusive workplaces.

Kantar has surveyed 13,000 employees in order to benchmark the progress being made on diversity, equality and inclusion in the workplace. Its findings reveal that 46% of employees are demanding that their employers do more to drive systemic change in diversity, equality and inclusion (DEI).

The research study focused on 24 sectors in 13 countries - Australia, Brazil, Canada, Germany, Spain, France, UK, India, Italy, Japan, Mexico, the Netherlands, USA. The Kantar Inclusion Index ranks the most inclusive countries and industries, by measuring employees' lived experiences, evaluating a sense of belonging and the presence of discrimination and negative behaviour.

It finds that the Netherlands, Germany, Mexico, Spain and Canada have the most inclusive workplaces. However, inclusivity has worsened in eight countries, including the UK, USA and Italy. Personal services, such as hairdressing and beauty salons, is the most inclusive sector. The entertainment industry, together with agriculture and fishing, are the least inclusive industries.

The findings reveal that a quarter of respondents globally are likely, or highly likely, to leave their company based on lack of inclusion and/or discrimination experienced - this rises to 34% for those under 35 and 39% for those identifying as LGBTQ+.

On a positive note, 71% of respondents say their company is actively taking steps to be more diverse and inclusive and 46% of respondents say that they have personally benefitted from DEI initiatives in their organisation.

Commenting on this year's Index, Nadach Musungu, inclusion lead at Kantar, said: "The data shows that we're not seeing the anticipated growth on inclusion, but that is not to say DEI has lost its importance in the workplace. Rather, employees' expectations on DEI are shifting, what was good in 2019 no longer is enough in 2022."

"In the midst of the great resignation, and fight for the best talent, companies cannot fail to act, as this may result in employees voting with their feet."

Other key findings show that:

  • One in two respondents who identify as disabled feel that opportunities to progress have been restricted by senior colleagues;
  • One in four respondents from an ethnic minority report having been made to feel uncomfortable in the workplace;
  • 33% of those who identify as LGBTQ+ say they have been bullied and undermined at work;
  • Almost half of women (49%) have experienced colleagues taking sole credit for shared efforts.

Written by Rachel Miller.

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