The Power of Belonging in Diversity and Inclusion

Taazima Kala, CIPR International Chair and General Manager, Hotwire PRC addresses why belonging matters and Public Relations' role in building it.

Whether you call it EDI, DEI, or any other of a number of popular acronyms, diversity and inclusion have rightly taken centre stage in the PR and communications space. Companies, institutions, and individuals have recognised that diverse perspectives bring about more creativity, innovation, and, ultimately, better outcomes. They contribute to stronger teams and even enhanced wellbeing. Now, we have a new dimension – or perhaps newly highlighted though always present: belonging. It is one I am finding increasingly important to understand and even interrogate.

In a recent webinar by CIPR International, Advita Patel shared an analogy I found incredibly helpful. Paraphrasing Advita’s words:

Diversity is like being invited to the party. It’s about making sure that people from different backgrounds, cultures, and perspectives are present. It ensures that everyone is represented and has the chance to show up.

Inclusion is being asked to dance at the party. It’s about actively involving everyone in the activities, making sure their voices are heard, and ensuring that they feel welcome and valued while they're there.

Belonging goes one step further: it’s about feeling comfortable enough to dance however you want. It’s when you feel so at ease and accepted that you can be yourself without fear of judgment or exclusion. At this point, you're not just included—you truly feel like part of the event.

Belonging, it would seem, is what transforms an experience into something truly meaningful.

As communications professionals, we’re uniquely positioned to influence, shape, and nurture environments where diversity and inclusion aren’t just policies or buzzwords but lived experiences. But what happens when people don’t feel like they belong? Even in the most diverse and inclusive environments, the absence of belonging can create barriers that prevent individuals from fully expressing their unique voices.

Why Belonging Matters

Belonging is the feeling of being seen, heard, and valued for who you truly are. It’s about more than simply being included; it’s about being appreciated for your authentic self, without having to conform to a set norm. In communications, where relationships and human interaction are at the heart of the profession, fostering a culture of belonging is vital. When individuals feel that they belong, they are more likely to contribute meaningfully to a team. They take creative risks, share bold ideas, and engage more fully with the task at hand. On the other hand, when people feel excluded or misunderstood, they’re more likely to hold back, fearing judgment or alienation.

This is where communications professionals play a key role. We are the stewards of internal and external messaging and relationships, shaping the narratives that either welcome or alienate. Our work goes beyond broadcasting; it involves listening deeply to understand the lived experiences of diverse groups and translating those into communication strategies that foster a real and meaningful connection.

Diversity and Inclusion Aren’t Enough Alone

Diversity gets people in the room. Inclusion makes sure they have a seat at the table. But belonging ensures they have a voice and are empowered to use it. This can manifest in a few ways:

Intentional Messaging: It’s not enough to simply talk about diversity and inclusion in a broad sense. The language we use matters deeply. We need to be mindful of not just what we say, but how we say it. Is our language inclusive? Are we using jargon or phrasing that excludes certain groups, even unintentionally?
Representation in Storytelling: As communicators, we craft the stories that shape public perception. Whether it’s a corporate campaign or a company’s internal communications, the stories we choose to tell — and those we leave untold — reflect our values. Representation in storytelling ensures that people see themselves in the narrative, which is critical to fostering belonging.
Listening as a Communication Tool: Often, we think of communication as a one-way street; however, listening is just as important, if not more so, in creating spaces of belonging. Creating feedback loops and fostering a culture of open dialogue ensures that diverse voices are not just present but are actively shaping the conversation.
Creating Psychological Safety: Belonging also comes from feeling safe — safe to express one’s thoughts, safe to challenge ideas, and safe to be authentic without fear of negative repercussions. This psychological safety is essential for diverse teams to thrive, and as communications professionals, we have a responsibility to cultivate that through the cultures we help shape.

Sustainability and Authenticity in Belonging

Belonging cannot be an afterthought. To sustain environments where belonging thrives, we must take a long-term, authentic approach. That means going beyond surface-level diversity initiatives or one-off inclusion efforts. Sustainability in belonging involves continuous commitment. We must consistently reflect on our communication strategies, ensure that voices from all backgrounds are uplifted, and be willing to evolve with the needs of our diverse audiences. This also means having difficult conversations and making sure we address any gaps that arise, as well as ensuring that the initiatives we promote and the stories we tell are not just performative. Belonging comes from a place of genuine connection and empathy, and that must be central to any communications strategy focused on diversity and inclusion.

Leading the Charge

Belonging is a crucial aspect of any team, group, or business. We all have a unique opportunity and responsibility to ensure that the environments we help shape are not just diverse and inclusive but places where people genuinely feel they belong. By doing this sustainably and meaningfully, we can drive real change, foster innovation, and ultimately create a better, more connected world. In a field built on relationships and understanding, let’s lead the charge in making belonging a cornerstone of diversity and inclusion efforts. After all, when people belong, they bring their best selves forward — and that’s a win for everyone.