Why do diversity and equal opportunities matter? They matter because: a diversity of perception, thinking and approaches (all of which are more likely when a group is made up of people from different backgrounds) adds value to organisations. They also matter because combating discrimination, promoting equal opportunities and valuing difference is morally right, socially desirable and economically sensible. Finally, they matter because, by increasing the involvement of employees whose whole-hearted contribution organisations have previously failed to harness, they will increase the quality and quantity of their output.

When it comes to deliberately seeking to be more effective at reaching customers, clients, other stakeholders and the wider community, understanding the implications of diversity matters a great deal. I would like to suggest three As for achieving greater effectiveness and profitability:

• access to markets or clients, other stakeholders and the wider community
• attractiveness to employees, and
• avoiding the cost of discrimination. ...

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