In this episode of The Purposeful Strategist, Belden Menkus is joined by Asad Dhunna, founder and CEO of The Unmistakables, a consultancy on a mission to make organisations more inclusive from the inside out. Asad brings a clear-eyed view of how business, identity, and society are evolving.

Drawing on insights from The Grow Up report, a recent UK-wide survey of over 2,000 people, Asad explores what inclusion really means today and how businesses can stay relevant as they grow. This conversation covers:

-       Why diversity is too often reduced to race—and why that limits real progress.

-       The tension leaders face between familiar talent and the need for fresh perspectives.

-       The responsible use of AI in marketing starts with diverse inputs, not just outputs.

-       What really is behind the push to return to the office.

-       How the next generation is redefining wealth, work, and leadership.

-       Why reputation is becoming a critical, and often overlooked, growth metric.

Want to find out more about The Unmistakables?: https://www.theunmistakables.com/