Launching in celebration of National Inclusion Week, Co-op introduces a wide-ranging campaign that emphasises community and diversity.
- The campaign features large manifesto-style posters strategically placed in high-traffic areas of Manchester and Liverpool.
- Social media platforms such as Meta, TikTok, and Reddit are leveraged to expand the conversation around diversity.
- Co-op’s new initiative also includes a strategic plan focusing on social mobility, inclusion, and belonging.
- Co-op commits to increasing ethnic minority representation in leadership roles, aiming for significant progress by 2030.
Co-op has unveiled a new nationwide campaign designed to highlight and support community cohesion and diversity, coinciding with National Inclusion Week. The initiative involves substantial outdoor advertising with manifesto-style banners in Manchester and Liverpool, aiming to capture the public’s attention with the slogan: “Hate Divides Communities. Co-operation builds them.” This slogan encapsulates Co-op’s dedication to reinforcing cooperative values and the importance of community support.
The campaign strategically leverages social media platforms including Meta, TikTok, and Reddit to engage a broader audience. By using these channels, Co-op seeks to celebrate the rich diversity present in the communities it serves and supports, tackling social inequality through community-driven initiatives focused on food accessibility, mental health advocacy, and youth opportunities. These efforts are viewed as essential in combating the divisive nature of social issues.
Co-op’s newly introduced Social Mobility, Inclusion, and Belonging Strategy represents a commitment to creating an inclusive environment for its employees, members, and the wider community. This strategy encompasses actionable plans such as enhancing the representation of ethnic minorities in leadership positions, where Co-op aims to elevate the percentage from 9% to 11% in senior roles and from 8% to 10% in wider leadership positions by 2027, with a goal of reaching 13% by 2030.
As Kenyatte Nelson, the chief customer and membership officer at Co-op, articulates, the campaign is not just a timely initiative but part of Co-op’s enduring 180-year legacy of championing diversity and community strength. Nelson highlights the company’s unwavering commitment to fostering an environment of respect and value for all, while inspiring collective efforts toward building a more inclusive society.
In alignment with its established principles, the campaign further showcases Co-op’s substantial impact through its Local Community Fund, which has contributed over £108 million to approximately 40,000 local causes since its inception in 2016. These funds have been pivotal in addressing core issues like food security, mental health, and local grassroots support, underscoring Co-op’s belief in diversity as a cornerstone of community resilience.
Co-op’s campaign is a testament to its long-standing commitment to diversity and cooperative efforts, fostering more inclusive and resilient communities.
