To mark National Inclusion Week, Co-op is launching a new national outdoor and social media campaign which champions communities and the diversity that makes them special, alongside a new Social Mobility, Inclusion and Belonging strategy.
The campaign, featuring manifesto-style poster mega banners in Manchester and Liverpool has a bold, brand point of view, stating: “Hate Divides Communities. Co-operation builds them.”
Reinforcing Co-op’s cooperative values and investment in supporting community causes that are important to its member-owners.
The outdoor campaign focuses on high traffic, city centre areas with prominent messaging, while social media channels like Meta, TikTok and Reddit will amplify the conversation. The activity looks to celebrate the differences within the communities that it serves and supports through access to food, mental health and wellbeing support and opportunities for young people.
Because while social inequality and mobility are complex issues, spreading division is never the answer.
Co-op’s new Social Mobility, Inclusion, and Belonging strategy is aimed at building a more inclusive workplace for colleagues, members, and the wider community. The strategy reaffirms Co-op’s dedication to championing diversity through tangible actions and support.
As part of the strategy, Co-op plans to increase the representation of ethnic minority colleagues in senior leadership roles from 9% to 11% by the end of 2027, and from 8% to 10% in wider leadership roles by the end of 2027, achieving at least 13% by 2030.
Kenyatte Nelson, chief customer and membership officer at Co-op, said: “This National Inclusion Week, like every other week in our 180-year cooperative history, we’re championing the differences that make us and our communities stronger. This campaign proudly reinforces our co-operative values of equality and solidarity.
“We’re committed to fostering an environment where everyone feels valued and respected. Through this work we hope to inspire others to embrace diversity and work collectively towards a more inclusive society. Together, we can create lasting impact and build stronger, more connected communities.”
As part of Co-op’s long-standing commitment to supporting communities, the campaign highlights how Co-op’s Local Community Fund has donated over £108 million to 40,000 local community causes since its inception in 2016. The funds help tackle key issues such as access to food, mental wellbeing, and grassroots support, all while fostering stronger, more inclusive communities.
For over 180 years, Co-op has stood for the power of community and co-operation. This campaign underscores the company’s belief that diversity is not a source of division but a strength that empowers communities to thrive together. The campaign is a continuation of Co-op’s recently launched “Owned By You. Right By You” brand platform, which emphasises the power of co-operation in building stronger communities and addressing key societal issues.
