Kindred

Our ambition is to be the UK’s leading purpose-led comms agency. To achieve that, we must be the exemplar of a purpose-led business in the way we operate, not just the work we create. Our objectives are to ensure our agency:

• Better reflects the diversity of the city we operate in. • Outperforms industry standards. • Is industry-leading in our approach to EDI.

Since 2020, we’ve collected and published data on the makeup of our workforce annually. Our 2025 report shows we’ve made great strides; increased ethnic diversity by 9%, doubled the number of staff with disabilities (19%, in line with the UK average), and increased the proportion of state school educated staff to 62% (up from 52%). Our exec team is 75% female and 25% from an ethnic minority background. 35% of our team have a mental health condition and willingness to disclose it rose from 50% to 78%. While our diversity stats are impressive, there’s one figure we’re really proud of – 92% of people say our culture helps them feel like they belong, up from 84% last year.

While we’re well on our way to meeting all our objectives, we know this work will never be done, so where we’ve achieved our ambitions, we’ll need to work hard to maintain them.