Building a culture of belonging across diverse countries and cultures
By Sally Pritchett
CEO
Discover how we helped a global business to foster a culture of belonging.
Enhancing performance and cultivating loyalty, a culture of belonging encourages united dedication and purpose across a business. As Tony Bond, SVP, Chief Diversity & Innovation Officer at Great Place To Work explains: “Diversity is being invited to the party, inclusion is being asked to dance and belonging is dancing like nobody’s watching, because that’s how free you feel to be yourself.”
Why does belonging matter?
Belonging is not just a buzzword. According to Deloitte’s 2020 Global Human Capital Trends survey, 79% of organisations consider belonging important for their achievements. Research conducted by BetterUp revealed that when employees feel a sense of belonging, businesses experience large benefits, including improved job performance by 56%, a 50% lower risk of turnover, and a 75% decrease in employee sick days.
Creating a sense of belonging across countries and cultures is essential for global businesses looking to foster unity, collaboration, and innovation among diverse teams. But global campaigns can face unique challenges due to cultural differences, language barriers, and varying workplace practices. Tailoring your campaign to resonate with employees from different backgrounds while maintaining a consistent message of belonging requires careful planning, cross-cultural collaboration, and sensitivity to specific regional needs.
Case study: Making belonging part of the everyday conversation
Spanning 220 countries and territories, with a global workforce of around 600,000, DHL Group realised that they were not fully tapping into the potential of their diverse workforce. To celebrate the diversity of their employees and foster inclusivity they recognised the need to help all employees feel that they belong.
We distilled the concept of belonging into a simple and relatable campaign – and that was the start of ‘I Belong’.
Our creative strategy made the concept of belonging relatable and simple, for all. The results of the campaign were remarkable, seeing high engagement on both internal and external channels, which we put down to four key reasons.
- Real employees took centre stage, sharing their stories of how belonging extends from their personal lives into the workplace. Through blended images, the campaign showcased the authentic experiences of employees, fostering authenticity and unity.
- We leveraged the power of user-generated content by creating a versatile frame device. This device enabled employees to share their stories across internal and external channels, and was accessible across countries and cultures.
- To ensure global consistency, a comprehensive global toolkit was created, including campaign assets, videos, and a user-generated content toolkit for employees. This facilitated engagement across diverse regions and cultures within the organization.
- The campaign utilized the #iBelong hashtag and frame template, resonating with employees of different genders, ages, ethnicities, and cultures. By amplifying the campaign across internal and external channels, equal access was provided for all employees to participate and contribute their authentic stories.
Through employee engagement and participation, ‘I Belong’ encouraged individuals to share their authentic stories, creating a platform for open dialogue and connection. The global reach and impact extended the message of inclusivity beyond the organization, fostering connection among employees, reinforcing the importance of belonging and diversity in the workplace.
Colleagues all around the world have posted the template with their belonging stories. Our internal DEIB social wall is just flooded posts and people keep on posting. We can already say after a few days it is a very successful campaign engaging so many colleagues who are proud to work for DHL Group!
Head of Corporate Team in Digital & Internal Comms, DHL Group
Creating a culture of belonging across countries and cultures is an ongoing journey. Contact us today to chat about how we can support you in building a culture of belonging across countries and cultures.
Three years as a UK’s Best Workplace for Women
By Sally Pritchett
CEO
We're thrilled to been ranked 7th in our category on the UK's Best Workplaces for Women™ list.
This prestigious ranking by Great Place to Work UK acknowledges businesses that not only cultivate a great working culture but also strive to create a positive and supportive environment for women.
At Something Big we avoid the ‘work hard, play hard’ culture that our London counterparts have become famous for, and instead, we concentrate on doing great work together. We work hard to avoid late-night deadlines by investing in great planning and scheduling so we can maintain our responsiveness to our clients without the cost to our team.
This approach has attracted ambitious, high-performing, experienced, and talented individuals who seek a balance between meaningful work and a fulfilling personal life. As a result, our employe surveys show that Something Big is a great workplace for all.
Understanding the UK’s Best Workplaces for Women rankings
The UK’s Best Workplaces for Women™ rankings are based on the renowned Great Place to Work® Best Workplace™ survey, recognised worldwide as the largest and most rigorous assessment of workplace cultures. To compile this list, Great Place to Work® evaluates women’s experiences in the workplace, considering factors such as trust, equal opportunities, and representation. Women’s reports contribute 85% to the ranking, while gender representation in the workforce and management accounts for the remaining 15%.
As Benedict Gautrey, Managing Director of Great Place to Work® UK, explains: “We’re delighted to announce our 2023 collection of the Best Workplaces™ for Women for the sixth consecutive year. This list celebrates the workplaces that are not just providing a great work environment for all, but are ensuring they’re creating a positive and supportive environment for women too. Each of the companies on our list have been commended by their own female employees who have anonymously told us their workplace has gone above and beyond to ensure that women employees are treated fairly in terms of recognition, training, and promotion opportunities. Ensuring people aren’t discriminated against, placing positive value on our differences, creating fair access and advancement for all, and fostering a sense of value and empowerment in employees is what being a Great Place to Work® is all about. It is fantastic to once again celebrate so many Best Workplaces™ for Women this year, across all sectors and organisational sizes.”
Championing gender equality for fairer, healthier, and happier workplaces
While we are delighted to be recognised as one of the UK’s Best Workplaces for Women™, we also acknowledge that many workplaces still face challenges in achieving gender equality. To learn more about this topic, our CEO Sally has shared an article discussing three necessary steps to foster gender equality in the workplace.
If you too are on a journey of cultivating a workplace culture that values employees and their right to fulfilling work and a balanced life, we would love to hear from you.
‘Growth redefined': unveiling our impact report for FY23
By Sally Pritchett
CEO
Discover the power of proactive action and impactful change in our FY23 Impact Report: 'Growth redefined'.
Discover the power of proactive action and impactful change in our FY23 Impact Report: 'Growth redefined'.
We are committed to creating a meaningful difference, not only through the impactful communications we produce for our clients, but also in the way we operate our business. For us, making a meaningful difference is more than good intentions and promises; it’s about taking proactive action. That’s why we are thrilled to present our FY23 Impact Report, titled ‘Growth redefined’. This report is proof of our unwavering commitment to redefining what growth means and creating a positive impact.
Our impact report provides a comprehensive overview of our efforts in the areas of Environmental, Social, and Governance (ESG) from April 2022 to March 2023. It delves into our initiatives and outcomes, showcasing how we are integrating sustainability, inclusivity and responsibility into every aspect of our business. From raising our voice about the harm of plastic pens to creating a county-wide LGBTQ+ network, our report highlights the tangible steps we have taken to make a difference. We are also excited to share our plans for the year to come.
Our commitment to impactful change
While doing the right thing has always been part of our DNA, our passion for making a positive difference has never been stronger. ‘Growth redefined’ summarises the progress we have made and the impact we have had over the past year. It is a testament to the dedication of our team, who consistently go above and beyond to create meaningful change. Creating a meaningful difference is not a catchphrase for us; it is the driving force behind everything we do. When we encounter challenges, we take action. We don’t shy away or stand on the sidelines; we stand up for what we believe in, even when it’s not easy.
As we celebrate the publication of ‘Growth redefined’, we are excited for the future and the opportunities it holds. Our commitment to making a meaningful difference remains steadfast, and we are eager to continue pushing the boundaries of what is possible. We invite you to join us on this transformative journey as we redefine growth, embrace sustainability, and work together to create a better world.
Celebrating one year as a B Corp: using business as a force for good
By Sally Pritchett
CEO
It's been an incredible journey for Something Big as we celebrate our one-year anniversary as a certified B Corp.
As we reach our first B Corp birthday, we wanted to reflect on this milestone and its alignment with our values and commitment to ethical practices.
The B Corp movement represents a new business approach, prioritising purpose alongside profit. For those unfamiliar with the movement, B Corps are companies that meet the highest standards of social and environmental performance, transparency, and accountability. All B Corps undergo a rigorous assessment to ensure they are making a positive impact in areas such as governance, workers, community, and the environment.
Aligning values with actions
Becoming a certified B Corp last year was a natural progression for us, due to our unwavering commitment to always do the right thing. The B Corp movement embodies our belief that business should be a force for good, not just in words but in actions. By meeting the B Corp standards, we have joined a global community of like-minded organisations that are reshaping the future of business.
Even before our certification, Something Big was on a journey to be a force for good. Doing the right thing has always been in our DNA. But the B Corp framework enabled us to solidify our commitment to social and environmental consideration, and holds us accountable as we work towards making a meaningful difference to people and planet.
The power of community
One of the most inspiring aspects of being a B Corp is the sense of community. We are proud to be part of a global network of businesses united by a shared purpose: using business as a force for good. This community serves as a source of inspiration, collaboration, and learning.
Alongside fellow co-chairs, our CEO Sally has taken a proactive role in leading the B Corp movement locally, by starting B Local Surrey. Recognising the importance of collaboration and knowledge-sharing, Sally and her co-chairs have brought together businesses across Surrey, building a local community of B Corps (and those who aspire to become one) who now meet for networking and information-sharing events.
Growth redefined
As we celebrate our one-year anniversary as a certified B Corp, we are thrilled to be publishing our impact report for FY23, titled ‘Growth Redefined’. This report tells the story of our efforts to create meaningful change for people and planet over the past year. We invite you to check out our impact report and join us in celebrating the progress we have made this year, and the plans we have made for the future.
Together, we can redefine what it means to grow as a business, creating a future where prosperity is not only measured by financial gain, but by the positive contributions we make to the wellbeing of people and the planet. Get in touch if you’d like a copy of our impact report to be shared with you as soon as it is published.
Moving forward with purpose
As we celebrate our one-year anniversary as a B Corp, we are more committed than ever to driving positive change. We recognise that the work doesn’t end with certification; it is an ongoing journey of continuous improvement. We will keep challenging ourselves, setting ambitious goals, and pushing the boundaries of what it means to be a responsible business.
Key insights on diversity, equity, inclusion, and belonging from the UK's Best Workplaces™
By Sally Pritchett
CEO
Want to create a more diverse, equitable, and inclusive workplace? In this blog we share insights from the UK's Best Workplaces™ on how to create a culture where everyone feels valued, respected, and heard.
Last week, we had the privilege of taking part in Great Place to Work‘s first ‘For All Community’ event. The inaugural event gathered the UK’s Best Workplaces for meaningful discussions on diversity, equity, inclusion, and belonging (DEIB).
We heard from DHL (the World’s Number 1 Best Workplace) and our CEO, for a panel discussion on DHL’s global group-wide approach to belonging. Speakers from Cisco (the UK’s current Number 1 Best Workplace), Vodafone and Version 1 discussed the balance of DEIB in today’s world, with a focus on the role of employee resource groups (ERGs). We then heard from The Prince’s Trust, as they shared how ‘listening into action’ can make an impact.
To help you to foster an inclusive and equitable workplace, we have compiled some key insights from the event:
Prioritise communications
Clear and effective communication emerged as a vital element of successful workplaces. An analysis of anonymous feedback from the UK’s Best Workplaces revealed that strong communication was a top reason employees choose to stay. To build trust and transparency, alignment and understanding, and empower the employee voice, businesses need to prioritise their communication practices.
Connect the dots
While the ultimate responsibility for DEIB may vary across organisations, it is crucial for the communications and HR teams to work together and support each other. By fostering a strong partnership, these teams can develop and put in place DEIB strategies that drive positive change.
Maximise the potential of surveys
The phrase ‘what gets measured gets done’ was regularly repeated. Several speakers emphasised the significance of measuring progress to ensure meaningful change. Employee surveys can help you to gather valuable insights and enable you to prioritise employee feedback. Focus on improving survey response rates to gain a deeper understanding of your organisation’s DEIB landscape.
Listen to employee feedback
Actively listen to employees. Provide them with feedback on the insights learned from surveys or other channels. Play back what you’ve heard, what you’re going to work on, how they can help change, the timescales for actions. If there is anything difficult to solve be clear on this and set expectations.
Support ERGs
Employee resource groups and networks play a pivotal role in creating inclusive environments. Organisations need to value the expertise that sits within their ERGs, celebrate them, and provide adequate support and resources. Empower your ERGs to have clear missions and amplify their voices within the organisation.
Encourage human leadership
Leadership plays a critical role in shaping the company culture. Encourage leaders to lead with compassion and vulnerability, fostering an environment where open conversations about DEIB can thrive. Equip them with the necessary tools and resources to navigate sensitive discussions effectively and drive meaningful change from the top.
Foster a psychologically safe culture
Creating a psychologically safe workplace is essential for promoting DEIB. Establish an environment where mistakes are seen as learning opportunities. Equip your teams with the tools so that they can address harmful behaviour through “calling in” rather than “calling out”. Foster open conversations, provide education and awareness programs, and create safe spaces for employees to learn and grow.
Treat people as individuals
Every employee brings their unique identity and experiences to the workplace. Even within a global business with tens or hundreds of thousands of employees, recognise and respect individuality, valuing the diverse perspectives and talents that each person contributes.
Within all the discussions and insights shared at the For All Community event, one key message resonated strongly: do what you can today to keep diversity, equity, and inclusion moving forward. Each day presents an opportunity to make a meaningful difference.
We’re here to help you with your DEIB efforts, supporting you with impactful and authentic communications that foster a genuine sense of belonging.
Diversity and Inclusion Calendar
By Sally Pritchett
CEO
We have created a comprehensive, downloadable, diversity and inclusion calendar for 2023 - so you never miss an important date.
Diversity and inclusion isn’t a short-term objective that you can tick off the list – it’s an ongoing commitment to ensuring that every individual in your workforce feels heard, respected and valued, and has an equitable opportunity to fulfil their potential.
This calendar has been designed to help you keep your diversity and inclusion employee engagement programmes on track. Our DEI calendar includes a wide range of cultural, racial, religious, age, gender, sexual orientation and disability awareness dates.
6 months on: revisiting the ‘plastic straw’ of the marketing and communications industry
By Sally Pritchett
CEO
Six months ago, we voiced our concerns and urged businesses to halt the production of single-use branded pens. To keep up the momentum, we are revisiting the issue today.
Single-use plastics have come under intense scrutiny in recent years due to their significant environmental impact. Governments and large corporations have taken measures to restrict the use of disposable items such as straws, bags, bottles, and cups, reflecting the growing concern surrounding single-use plastics. When reviewing our industries environmental practices, we found parallels between single-use branded pens and plastic straws so launched this campaign six months ago.
The scale of the pen problem continues to be a pressing issue, with approximately 15 million plastic ballpoint pens being purchased worldwide every day. Recycling these pens is challenging due to their composition of plastic and metal elements. Consequently, a large number of pens still find their way into landfills, contributing to the growing problem of environmental pollution.
We know marketing and communications departments can be big culprits in the producing of single use branded pens, often relying on these cheap and easy giveaways for events, launches, exhibitions or campaigns, so we’ve decided to lead the charge in making a positive change. There are more sustainable alternatives readily available, including:
- Biodegradable pencils made from responsibly sourced and recycled paper.
- Seed pencils that contain water-soluble seed capsules, allowing users to plant them and promote eco-friendly messages.
- Compostable pens crafted from materials like cork and wheat straw, which are free from plastic and degrade naturally.
- Refillable pens that can be reused multiple times, minimizing waste.
To ensure the effectiveness of these alternatives, it is essential to provide clear instructions on how to recycle or dispose of them properly, preventing them from ending up in landfills inadvertently.
Leading the charge for positive change
Here are immediate steps that we believe every marketing and communications professional can take when it comes to branded pens:
- Develop long-term branding strategies: When designing promotional items, consider the longevity of the branding. Avoid using elements like specific dates, fleeting celebrations, event names, or short-term campaign straplines that may render the items obsolete quickly. Instead, focus on more timeless logos and permanent straplines to extend the lifespan of all promotional materials.
- Efficient stock and returns management: Implement a robust returns system to collect unused marketing materials and giveaways from events. Encourage colleagues to gather these items rather than discarding them. Regularly review your stock to avoid unnecessary wastage and reduce the quantity of items sent to events based on the returns received. Breaking the habit of providing an excessive number of giveaways can help mitigate waste.
- Responsible recycling practices: If you find yourself with unwanted pens, consider reaching out to local charities, schools, or community centres to inquire if they require useable stationery. If you are a client of ours, then we have established relationships with various schools and charities that can provide a home for unused pens. However if the pens are no longer working, then investigate responsible recycling options to divert them from landfills. Retailers like Ryman offer pen recycling services, repurposing collected pens into garden furniture.
- Embrace creativity: Instead of relying on single-use items, think outside the box and get creative with your giveaways. By offering innovative and sustainable alternatives, you can capture people’s attention, encourage conversations, and leave a lasting positive impression.
Considering the concept of marginal gains, making incremental improvements in reducing reliance on single use branded pens can have a substantial impact. Therefore, it is crucial for businesses to actively pursue sustainable alternatives and implement changes within their own operations. We will continue to refuse to provide our clients with non-refillable, single use plastic ballpoint pens and instead, we’ll be offering more sustainable alternatives. Get in touch if you’d like to find out more about these.
Proud to be a 2023 UK's Best Workplace™
By Sally Pritchett
CEO
We are thrilled to share the exciting news that we have been ranked in the 2023 UK's Best Workplaces™ list.
Whether your business is digitised, automated, or service-led, we know that it’s your people who make the real difference, we firmly believe that people are what sets a business apart, propelling it forward and helping it to achieve success. At Something Big, we have always put people first, with our core strategy being that “a happy team keeps our customers happy, and that makes our business work.”
As one of a few UK agencies that are both an employee-owned business and a certified B Corp, we are deeply committed to creating a fair, healthy, and inclusive workplace environment and culture. These legal, permanent commitments reflect our unwavering determination to prioritise our people and put them first.
The evaluation process for the 2023 UK’s Best Workplaces™ ranking
To create the 2023 UK’s Best Workplaces™ list, Great Place to Work® performed rigorous evaluations of hundreds of employee survey responses alongside Culture Audit™ submissions from leaders at each company. They then used these data insights to benchmark the effectiveness of companies’ employee value propositions against the culture their employees experience. Only the businesses who achieve the highest scores after evaluation can receive Best Workplaces™ status. Being ranked on this prestigious list is proof that our people are genuinely at the heart of everything we do.
Benedict Gautrey, Managing Director of Great Place to Work® UK, said that “As the global authority on workplace culture, our mission at Great Place to Work® has always been to build a better world by helping organisations become a great place to work for all. We strongly believe in the notion of ‘better for business, better for people, better for the world.”
Our team’s survey responses reflect our commitment to creating a supportive and inclusive culture, with 100% of our team saying that at Something Big, people care about each other. In addition, 97% of our team reported that Something Big is a Great Place to Work®, and 97% said they are proud to work at our agency.
Maintaining a great workplace culture
Sally Pritchett, our CEO said “It’s one thing to achieve something once, it’s another to be able to maintain it consistently over time. That’s why we’re chuffed to have recertified as a Great Place to Work® and make it on to the UK’s Best Workplaces™ list for a second year. Maintaining workplace culture isn’t about luck or ad hoc effort, it’s about continual improvement, ongoing commitment and tacking the tough stuff.” To find out more about how we’ve worked to continuously improve our culture, check out Sally’s article here.
We take immense pride in the work we have accomplished as a team to transform Something Big into a great place to work. If you are also on a journey of fostering a positive workplace culture and seeking to partner with a creative agency that not only works with the World’s Best Workplace™ but also walks the walk with their own team, we would love to hear from you.
This is not a rebrand
By Sally Pritchett
CEO
At Something Big, we’ve been on a journey of meaningful change.
For nearly twenty-five years, we have always tried to do the right thing by our clients, our people and our world, and that passion is stronger than ever – but we also want to reach further.
In recent years we’ve been looking at every aspect of what it means to be a business in the modern world, taking time to listen, research and learn.
We’ve enthusiastically embraced the benefits of a more flexible workplace, focused on creating an atmosphere of belonging, and made all kinds of changes that will help us have a more positive impact upon the world.
Our goal has been, and remains to be, to help talented people do great work for clients who share our passion to make a meaningful difference to our society and our planet.
Our brand change has put making a ‘meaningful difference’ at the very heart of our business, exactly where it should be. We’re taking action to create a better future for all. We’re stepping up to the challenges our society and planet face, and we’re doing it in a way that’s accountable, robust, and permanent.
Did you know that we are part of the following initiatives?
B Corp
We are proudly B Corp Certified, and part of the global movement driving business to be a force for good. This means we strive to make a positive impact on society and our planet, and we are held accountable for our actions. Find out more.
Employee-owned
We’re an employee-owned business, which means we all work together for the success of the company and, when the company does well, we all benefit. Find out more.
Great Place to Work®
We’ve been independently recognised by Great Place to Work® as a Best UK Workplace™ for women and wellbeing, based on feedback from our employees. Find out more.
Planet Mark
As a Planet Mark-certified business, we’re looking to positively transform the planet by measuring and reducing our environmental impact. Find out more.
We’re determined to continue to make a positive impact to people and planet, and our updated brand now better reflects this.
For a personal story from our CEO, Sally Pritchett, check out her recent LinkedIn article here. Sally explains how she was inspired by Mary Portas when she said: ‘It’s time to grow the trees we won’t sit beneath’.
So, although we have a fresh new logo and our website may have had a makeover, this is not a rebrand. It’s our commitment to always creating a meaningful difference – for our clients and their employees, for our team, for society and for our planet.
7 March 2023