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Diversity is the start, inclusion makes the difference

Diversity may open the door, but inclusion decides who truly belongs. And in a world where identities are increasingly politicized and our geopolitical environment feels polarised, our differences continue to be placed under the microscope. 

Research increasingly shows that diversity isn’t only a societal imperative; it’s a driver of performance. McKinsey’s 2020 report Diversity Wins demonstrates that diverse teams make more balanced decisions, innovate more effectively, and are more resilient in times of uncertainty. Diversity is not only “the right thing to do”, it’s also the strategically smart thing to do.

McKinsey (2020) confirms this pattern: organisations with the most diverse management teams are 25–36% more likely to outperform their industry peers on profitability.

But here’s the crucial nuance: representation on the workfloor alone won’t deliver these benefits. McKinsey emphasises that diversity only becomes a competitive advantage when organisations invest in a culture where people feel safe, valued, and empowered to contribute. It’s not about who is invited into the room; it’s about who feels free to speak once they’re there. You can’t give someone the stage, but then still claim the mic. 

And this insight has become more relevant than ever. In a time of increasing polarization and declining social cohesion, many people report feeling less welcome and less connected in the places where they live and work (Edelman Trust Barometer, 2023). When society becomes fragmented, the workplace also becomes a place where people can still build bridges, challenge stereotypes, and experience shared belonging. 

Pixar’s Braintrust

Pixar is a powerful case, where they show that inclusion is also a creative advantage.
Its iconic “Braintrust” meetings bring together directors, writers, animators, and editors — anyone, regardless of rank, to critique story concepts openly.

What makes this inclusive:

  • There is no hierarchy in the room, no one is “the boss” during Braintrust.
  • Input is valued equally, constructed, so feedback is encouraged without fear.

Pixar thanks much of its consistent creative endeavours to this process,  a culture where different perspectives are not only welcomed but structurally woven into the work.

Will you lead by designing cultures where people genuinely belong, or stay behind with diversity that looks good on paper but changes nothing in practice? 

Besides that, are you really listening to your people, or simply proving you’ve invited them into the room for the outside world.

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Author

Lars van den Driest

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Tabea Höllger

Partner

Tabea Höllger specializes in brand positioning in saturated markets and measuring brand success. One of her key areas of expertise is the FMCG sector, where she focuses on topics such as product launches and the impact of packaging.

Tabea sees herself as a bridge-builder at the intersection of the FMCG market, sustainable brand management, and emerging technologies. She firmly believes that knowledge transfer between these three perspectives is essential for successfully addressing the challenges of the future.

In addition, Tabea has established herself over many years as an expert in creating engaging and memorable brand experiences. She helps companies inspire their employees to embrace and champion the brand strategy.

After gaining experience in market and advertising research and spending time abroad in the United States and the Philippines, the trained business psychologist returned to BrandTrust in 2016.

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kim Pillen

Consultant

Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff

Researcher

Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
  • Vodafone
  • Hugo Boss
  • ASR
  • Rabobank

Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist