Embracing diversity beyond Pride: How Idéa Nordic leads by example year-round

This article explores how Idéa Nordic fosters a colourful and inclusive workplace where all employees are encouraged to be their authentic self and how this approach positions them as a leader in the industry.

Diversity and inclusion as core values
Diversity at Idéa Nordic is more than just a policy—it’s a fundamental part of the company’s identity. Wade Peters-Munch highlights how the company’s commitment to diversity begins at the recruitment stage, with a clear message to potential employees. “When we put job ads out, we make it clear that we are open to all different types of people with different backgrounds, religions, sexual preferences, and points of view,” Wade explains.

This approach is crucial in attracting a diverse pool of talent, ensuring that candidates from all walks of life feel welcome to apply. However, Idéa Nordic takes this disclaimer in job adds further than most companies, adding to their ads, that "Men will apply for jobs if they're 60% qualified, but women often feel they must meet 100% of the qualifications before applying. If you do not meet all the criteria, do not hesitate to apply anyway".

This proactive approach ensures that more women feel confident in applying, further contributing to the company’s diverse and inclusive workforce. Wade emphasizes the importance of creating a balanced team that can bring different perspectives to the table. “We are currently sitting at 50% male and 50% female representation,” he notes, adding that this gender balance is essential for fostering diverse thought processes within the company. He further elaborates, “You can’t understand a certain culture unless that person from the culture is representing it, or someone knows a lot about that culture and can also represent it.”

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Moving beyond competency-based recruitment
At Idéa Nordic, Wade Peters-Munch advocates for a more nuanced approach to recruitment, one that goes beyond simply evaluating competencies. He argues that focusing solely on qualifications and experience can inadvertently reinforce existing inequalities, as not everyone begins their career journey from the same starting line. "It just assumes that everyone has access to the same opportunities and we're all starting from the same starting line, which is not true," Wade explains.

Wade points out that certain individuals and groups may face systemic disadvantages, such as socio-economic barriers, discrimination, or lack of access to education, which can be akin to starting a race with penalty points. Conversely, others may benefit from privileges or resources that give them a head start, such as better education, networking opportunities, or societal support—effectively giving them a bonus before the race even begins. This disparity can make it challenging to accurately assess a candidate’s potential based solely on their current competencies. Not all key competencies are necessarily a product of our education og work experience. Some also come from life experiences.

Idéa Nordic addresses this challenge by being conscious of the broader context of a candidate’s life and the challenges they’ve overcome as an add on to candidates competencies in the recruitment process.  

Authenticity in the workplace 
At Idéa Nordic, authenticity is considered a key ingredient in the company’s success. Wade Peters-Munch believes that employees perform best when they can be their true selves at work, and he has made it a priority to foster an environment where this is possible.

Reflecting on his own experiences, Wade shares, “I had to pretend not to be gay for many years because I knew it would affect my opportunities for advancement. But I got to the point where I did not want to pretend anymore, and I don’t want anyone else to pretend either.”

Wade illustrates this commitment by sharing the experience of hiring a trans person—the first in the company’s history. Despite the challenges this individual had faced in previous job searches, their integration into Idéa Nordic has been seamless and successful. "Hiring him has not only enriched our team with new perspectives but also demonstrated the strength of our inclusive approach," Wade explains.

The inclusion of diverse identities has fostered a more innovative and creative workplace, reinforcing Idéa Nordic’s belief that authenticity and diversity go hand in hand in driving business success. Such examples highlight the practical steps Idéa Nordic takes to ensure that employees feel comfortable being themselves.

The company also holds “Ask Me Anything” days, where employees can ask each other personal questions to better understand one another. “New people often have their guard up, but when they see that they can talk about their real selves, it breaks down barriers,” Wade explains. This open and supportive environment not only enhances job satisfaction but also leads to greater creativity and innovation.

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Challenging the ‘Beige Effect’ 
Wade Peters-Munch is no stranger to challenging norms, both in corporate culture and event management. One of the unique aspects of Idéa Nordic’s approach is their commitment to pushing boundaries and encouraging more openness to different experiences and cultures. Wade refers to this challenge as overcoming “the Beige Effect,” a term he uses to describe the homogeneity he observed upon arriving in Denmark.

“Danish society is very homogenous, and it’s important to fit in,” Wade notes. This observation highlights how deeply ingrained conformity is within Danish culture. Wade views this homogeneity as a challenge to creativity and innovation. He questions, “Does it have to be like that? Can we make small changes that open people up to new experiences?”

For Idéa Nordic, overcoming the Beige Effect means deliberately seeking out ways to introduce variety and novelty in their events and corporate practices. By encouraging clients and employees to embrace diversity, Wade and his team strive to create experiences that are not only different but also reflective of a broader range of perspectives and backgrounds. This push against uniformity is central to Idéa Nordic’s mission to stand out in a market that often favours the familiar over the innovative.

Addressing the lack of multicultural exposure – micro biases and missed opportunities 
Wade sees the lack of multicultural exposure in Denmark as both a challenge and an opportunity, especially in a business environment where more companies are scrutinizing their diversity and inclusion practices. He explains that in Denmark, “there are things Danish people do without realizing they’re doing it. It’s not because they are racist, but simply because they haven’t been exposed to different cultures as much as other countries have.” This lack of exposure can lead to micro biases—subtle, often unconscious, prejudices that affect how people interact with those from different backgrounds.

Wade recalls his own experiences from Australia, where he grew up in a highly multicultural environment. This contrast with Denmark’s relative homogeneity makes him acutely aware of the subtle ways in which a lack of diverse exposure can manifest in the workplace. He notes, “In Australia, you’re challenged on these things pretty much from when you’re in primary school. But in Denmark, you might hear someone say something outrageous because they think it’s true, simply because no one has ever told them it’s not, and simply because they have never engaged with other cultures.”

Wade sees this as a missed opportunity for many Danish companies. By not embracing multiculturalism and failing to address these micro biases, companies risk not fully engaging a diverse workforce. This can result in not only missed opportunities for creativity and innovation but also in alienating talent that could otherwise thrive in a more inclusive environment.

Wade believes that by addressing these challenges head-on, companies can create environments where every employee, regardless of their background, can contribute fully and feel valued. This challenge also extends to the corporate world, where Wade has observed a significant shift in expectations.

 “Large corporations are now including diversity and inclusion metrics as part of their criteria for selecting event partners,” he points out. Questions like, ‘Are you an LGBTQI+ owned business?’ or ‘Do you have any certifications in regards to diversity?’ are becoming increasingly common. Wade emphasizes that this shift is crucial for Denmark as the country sees a growing number of international employees. “With the increase in expats being employed in Denmark, there’s going to be a challenge in managing 25 different cultures in a company if you haven’t been immersed in that environment before,” he explains.

Deltag: Danmarks HR-konference 2024 - Mental sundhed på arbejdspladsen (danskindustri.dk) 

The importance of Pride and year-round inclusivity
Pride is a time to celebrate the LGBTQI+ community and it is truly a week, where LGBTQI+ people can be exactly who they are and feel loved and accepted just as they are. Wade Peters-Munch stresses the importance of maintaining these values throughout the year. “Pride is about visibility and allowing people to be themselves, but it’s crucial that this feeling of acceptance extends beyond just one week,” he says.

At Idéa Nordic, this means creating an environment where all employees feel supported and valued, regardless of the time of year. Wade believes that consistent inclusivity is what truly sets the company apart. “There are companies where LGBTQI+ employees have to keep their identities hidden because they’re scared of the impact on their careers. But there are also companies that celebrate it openly. We want to be the latter, not just during Pride, but every day,” he emphasizes.

Wade’s approach is not just about internal company culture—it’s also about how the company is perceived externally. He notes that visible support for the LGBTQI+ community, such as sponsoring Pride events, can attract top talent. “When you see a company sponsoring Pride, you think, ‘I would love to work there because they support my community,’” Wade says. This external visibility, combined with internal inclusivity, makes Idéa Nordic a beacon for diversity in the business world, and an inspiration for other companies wishing to celebrate diversity beyond Pride week.