The driving force behind Burberry’s global DE&I strategy, Geoffrey spearheads transformative initiatives with a focus on business impact. He has implemented a global strategy with the aim of achieving gender balance across the brand, partnered with the BRIT School to introduce young people to the creative business and provided bursaries to start their careers. Beyond strategy, he catalyses change through his role on the Human Resources Leadership Team and by ensuring the global workforce is equipped to navigate and embrace cultural nuances.

Introduction and Background

I have over 20 years of experience working globally in Diversity, Equity, and Inclusion (DEI) with Fortune 500 companies. Currently, I’m the Global Vice President of Colleague Attraction & Inclusion at Burberry, and I’ve also held roles at Thomson Reuters and Dr. Martens where I led Global DEI strategies and teams.

My focus on DEI is deeply rooted in my upbringing in the UK during the 1980s, a time marked by significant social challenges such as racism, sexism, and homophobia. My parents played a huge role in shaping my perspective by instilling in me the values of respect, fairness, and knowing my self-worth. They taught me the importance of understanding when to engage in difficult conversations and when to walk away, which has been incredibly valuable in my work and career overall.

My career has been diverse, starting in the entertainment industry and moving through healthcare, transport, and media. This journey has allowed me to bring a wide range of experiences to my work. I’m passionate about creating inclusive environments where everyone feels they belong and can reach their full potential. Beyond my corporate roles, I co-founded RockingUrTeens, a social enterprise aimed at empowering young people by connecting them to positive and vibrant futures. I also am the chair of the Bernie Grant Arts Centre in Tottenham, London. This work is deeply personal to me, as I believe in the power of DEI to drive meaningful change in both business and society.

Challenges and Milestones

When I first started working in the DEI space, one of the biggest challenges I faced was gaining buy-in from leadership and aligning DEI initiatives with business goals. Early on, DEI was often viewed as a “nice to have” rather than a core business strategy, which made it difficult to get the necessary resources and attention. Convincing senior leaders that DEI could drive tangible business outcomes required a lot of effort and strategic communication.

I overcame this challenge by consistently demonstrating how DEI could add value to the business. I focused on integrating my work into broader business strategies and using data to show the impact of these initiatives. By linking our efforts to measurable outcomes, such as employee engagement, customer satisfaction, and market positioning, I was able to shift the perception of DEI from a compliance exercise to a critical business driver.

A significant milestone in my career was leading the development and execution of The Global Race Conversation at Thomson Reuters in the early 2000s, which in turn played a key role in helping the company win multiple DEI awards and was testament to the impact of our initiatives. Another milestone was co-founding RockingUrTeens, a social enterprise that empowers young people and helps them envision positive futures, which aligns with my belief in the long-term impact of DEI work.

These experiences have reinforced my commitment to making DEI an integral part of business strategy, and I’m proud of the progress I’ve made in shifting the conversation and creating more inclusive environments.

Key Initiatives and Impact

I’ve had the opportunity to lead several key initiatives that have significantly impacted diversity, equity, and inclusion across various organizations.

At Dr. Martens, one of the most impactful initiatives was shaping the company’s approach to DEI, ensuring that cultural insights were integrated into business decisions. Additionally, I was instrumental in shaping the Global LGBT marketing strategy at Dr. Martens as well as at a couple of global FMCG organisations. These strategies not only increased visibility and support for the LGBT community but also positioned these brands as leaders in inclusive marketing.

During my time at Thomson Reuters, I focused on increasing gender representation, successfully growing it from 12% to 29%. This was achieved through targeted recruitment, talent development, and creating an inclusive environment that attracted and retained female talent. Similarly, I worked on retaining Black leaders and growing their representation from 4% to 15%. This involved creating a supportive community, providing leadership development opportunities, and driving conversations around race and inclusion at all levels of the organisation. This was led by a really frank and honest conversation on race in partnership with Harvard professor Dr. Robert Livingstone.

Now at Burberry, my role has expanded and oversees Executive Search, Talent Acquisition, Early Careers, Onboarding, and Employer Brand. The 360-degree view enables me to support in telling the story of the work we are doing, but also influence the ways in which we go to market and effect cultural change.

A common thread in all these initiatives was my commitment to driving challenging conversations and creating moments for reflection and movement across the brands I worked with. These efforts led to tangible outcomes, such as improved employee engagement, a stronger sense of belonging among underrepresented groups, and recognition of these companies as leaders in DEI. Through these initiatives, I’ve seen a measurable shift in company cultures towards more inclusivity and a deeper understanding of the importance of DEI in driving business success.

Personal Growth and Learning

My journey in the DEI field has been profoundly transformative, both personally and professionally. One of the key lessons I’ve learned is the importance of compassion. Working in DEI requires a deep understanding of people’s experiences and the barriers they face, which has taught me to approach every situation with empathy and a desire to truly understand the perspectives of others.

Another significant area of growth has been my increased reflection on human behaviour and how it manifests in the workplace. I’ve learned to recognize the complexities of identity, power dynamics, and systemic biases, and how these factors influence interactions and decisions within an organisation. This understanding has been crucial in designing and implementing strategies that address these challenges and create more inclusive environments.

Balance is another critical lesson I’ve had to learn. The work of DEI can be emotionally taxing, especially when dealing with issues of discrimination, exclusion, and inequity. I’ve had to find a balance between advocating for change and maintaining my own well-being, ensuring that I can continue to be effective in this work over the long term.

Through this journey, I’ve grown not only as a business professional but also as a person. The work has made me more reflective, more patient, and more committed to creating a world where everyone can thrive.

Future Vision and Goals

My future goals in the DEI space are focused on deepening the impact of the work I’ve done and expanding its reach. One of my primary aspirations is to continue driving systemic change within organisations, ensuring that DEI is not just a side initiative but a core component of business strategy. I aim to work closely with leadership teams to embed a culture of belonging into every aspect of the business, from recruitment and talent development to marketing and customer engagement.

I’m also passionate about using data and technology to advance efforts. Leveraging data science and analytics to measure the impact of our initiatives and to identify areas for improvement will be a key focus. By doing so, I can help organisations make informed decisions that lead to meaningful and measurable outcomes.

Another future goal is to continue mentoring and supporting the next generation of leaders. Through initiatives like RockingUrTeens, I plan to keep empowering young people, particularly those from underrepresented backgrounds, to pursue careers where they can make a difference. I believe that fostering a pipeline of diverse talent is crucial for sustaining the progress we’ve made and for attesting to the power of representation in business.

Additionally, I’m committed to continuing the challenging but necessary conversations around race, gender, and identity in the workplace. Creating spaces for reflection and dialogue has been a powerful tool in my work, and I plan to keep facilitating these discussions to drive further change.

Ultimately, my goal is to contribute to a future where diversity, equity, and inclusion are not just buzzwords but lived realities in every workplace. I’m excited to continue making a positive impact by leading initiatives that push the boundaries of what’s possible in for the culture of work.

Advice for Aspiring DEI Advocates

For those just starting out in the field of diversity, equity, and inclusion (DEI), my first piece of advice is to learn about business. Understanding how organisations operate and how DEI can be integrated into core business strategies is essential. DEI work is about more than just passion; it’s about making a tangible impact, and that requires aligning initiatives with business goals. This approach not only legitimises DEI efforts but also ensures they are sustainable and effective.

Another critical piece of advice is to find balance, as I mention above. The work in DEI can be intense and emotionally draining, so it’s important to figure out how to pause and leave work at work. Creating this balance allows you to maintain your well-being and continue to be effective over the long term.

Continuing to learn and staying open to new opportunities is also vital. Lean into experiences that expand your knowledge and perspective. Personally, I’ve done this through my involvement with initiatives like Rocking Ur Teens, The Bernie Grant Arts Centre, and creative projects like “Untold Stories, – “Hair on Set” film, and the IAMTHELIVING music project. These experiences have kept me engaged and provided fresh insights that I can apply to my work.

Finally, stay connected with the DEI community and beyond. Building a network of like-minded professionals and allies will help you stay informed, motivated, and supported. My work is a constantly evolving field, and staying connected ensures that you continue to grow and make meaningful contributions.

In summary, focus on learning about business, finding balance, continually seeking knowledge, and staying connected. These steps will help you create meaningful change in your work and sustain your impact over time.

Learn More about Geoffrey Williams: https://www.ethnicityawards.com/top-10-inspirational-leaders-2024/