During the TinQtable at HEMA, one thing became clear very quickly: everyone is searching for ways to create a workplace where people feel at home and have room to grow. Here are the highlights!
HEMA: Back to the core
A brand for everyone
Evelien Dittrich from HEMA kicked off with a powerful story about the brand’s transformation over recent years. HEMA is truly back. With the quality products people expect, a stronger focus on sustainability and a culture where employees genuinely come first.
But what does “for everyone” mean in today’s world? That question requires making clear choices, especially at a time when inclusion is often treated as a buzzword. HEMA approaches it in a way that fits their DNA perfectly: modern, optimistic, down to earth, brave and open. Or, as they call it, MONDO.
A great example is HEMA’s body positivity campaigns. Or their colourful plasters, which show that HEMA stays true to who they are: inclusive, but always practical and grounded. Evelien was also clear that inclusion is not a checklist.
“It’s not just about inviting people in,” she said. “It’s about building the party together.”
The challenges of diversity: where do you start?
The conversation at the table quickly moved to how organisations give shape to diversity in practice. Karen de Jong from Urban Gym Group shared how teams with more than twenty different cultural backgrounds work together and how that diversity even influences their marketing campaigns. Ronald Bruggeman from IKEA spoke about the complexity of developing a learning strategy that works across multiple countries and languages.
"Managers often hire based on familiarity. That’s something we need to move away from."
Karima el Bouchtaoui, founder of Ocullus Consultancy
Leadership proved to be the common thread. Karima el Bouchtaoui from Ocullus Consultancy captured it perfectly: managers tend to hire people who look like them. Competency based recruitment, leadership training and a culture where every voice is heard are essential if inclusion is to truly work.
At HEMA, leaders do not stay on the sidelines. Roundtable discussions are moments where they do more than listen. They actively join the conversation. That creates connection and leads to action. As Evelien put it: “People need to feel why it matters. Only then can real change happen.”
To underline this commitment, HEMA signed the SER Charter for Diversity. A clear signal that diversity and inclusion are part of sustainable business. Not just talking about it, but acting on it.
Generations and learning: Finding the right balance
At HEMA, five generations work side by side. From Gen Z to baby boomers, each with their own learning preferences. The question is simple: how do you reach everyone?
IKEA shared how they still use pocket sized paper manuals. Simple, practical and perfect for people on the shop floor. Amy Klein from G Star RAW added an interesting insight: “We often assume younger generations only want digital learning. That turns out not to be true.”
The solution that emerged was blended learning. A mix of digital tools, practical board games and on site training helps people of all ages and levels develop. The buddy system, widely used at IKEA, received plenty of praise as well. And if no buddy is available? A digital buddy can still make a difference.
Small actions, big impact
What stood out during this TinQtable was that inclusion often lives in the details. A few examples:
- At Gall and Gall, prayer rooms and halal meals improve accessibility.
- At HEMA, roundtable discussions encourage leaders to truly reflect on their teams.
- At Etos, open dialogue led to transition leave and gender neutral toilets.
- At IKEA, they do not talk about gender neutral toilets. They simply talk about toilets.
So how do all these individual actions become a shared movement? It starts with a clear vision and a strong plan. As Chantal Odie from Gall and Gall put it: “It would be powerful if we could connect all these individual actions into one clear story.”
Learn together, grow together
The TinQtable was an afternoon full of recognition, inspiration and, above all, practical ideas. From Gall & Gall to Picnic and from HEMA to IKEA, everyone shared the same goal: an inclusive workplace where people can be themselves and keep growing.
Curious to join a TinQtable sometime? Or wondering how we can help your organisation bring learning, diversity and inclusion to life? Let’s start a conversation.
Because, as Evelien put it so well: “It only really works when everyone gets to join the dance.”
