As we relish the success of this year’s National Diversity Awards and look ahead to the Inclusive Awards later in November, I want to take a moment to reflect on the importance of organisations understanding the value of sponsoring events that celebrate diversity and inclusion champions. And to appreciate the power of recognising the impact of the work their local community does, the people they reach and the lives they change.

Why we must celebrate diversity

It’s particularly important to celebrate diversity now as some are looking to dial down on DEI. Not only do communities and individuals gain from being seen and recognised but organisations gain from the halo effect of connecting with their communities to attract and retain diverse talent. Meanwhile, existing diverse talent within their organisation can take pride in seeing others like them being acknowledged and supported by their employer.

Sound business decision

No-one can ignore the fact that sponsorship of Awards is a business and commercial decision. What do organisations want in return? How can they make their sponsorship much more than a branding exercise at an event? And how can they amplify their sponsorship into more meaningful engagement that delivers a real return on investment?

I asked Lucinda Blanchard, Inclusion & Diversity UK Country Leader at Airbus – one of our 2025 National Diversity Awards sponsors – to explain the value of an organisation connecting with diverse communities. As a new sponsor this year, I wanted to know why they stepped up at a time when others have stepped back from aligning themselves to diversity and inclusion.

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