I’d like to share the important role that Diversity, Equality and Inclusivity (DEI) have played in my business success and how the Oxford Executive MBA has broadened my understanding of inclusivity.
Growing up in Canada, I rarely saw corporate leaders who looked like me. As part of a family originally from Pakistan, I was raised alongside my four siblings. With my mother staying at home and my father working at Walmart, I took on a job at a local grocery store at 15 to help make ends meet. In my workplace, I saw diversity among frontline employees, but in corporate leadership, it was almost non-existent. I struggled to envision a future for myself in a leadership role – let alone becoming a Senior Vice President at a leading research firm.
Building a DEI-driven, profitable business
Following a degree in Political Science and a Master’s in Immigration and Settlement, I joined the Ontario Government, working across ministries to support diverse and underrepresented communities. I learned that DEI isn’t just a moral imperative or a ‘nice-to-have’; it’s a business necessity. Inclusive leadership allows organisations to leverage diverse lived experiences, unlocking greater innovation, employee engagement, and profitability. However, I only truly understood how DEI drives corporate success when I founded my own company.
In 2017, I launched Addison Research, which helped research agencies and clients in Asia conduct research in North America. We were North America’s first insights company focused on supporting APAC companies to understand the purchasing behaviors of North American consumers.
A key driver of our rapid success was giving our sales team a role in shaping strategy. Our sales team mirrored the backgrounds of our clients, so they were uniquely positioned to tailor our services to meet cultural and market needs. This enhanced trust, improved retention, and accelerated growth.
Within one year, Addison Research became a million-dollar company. By 2021, we were acquired by Sago, a leading US research firm, where I now serve as Senior Vice President. We continue to apply DEI principles not just in hiring but also in decision-making and strategic planning.
McKinsey & Company’s research highlights that companies in the top quartile for ethnic diversity are 39% more likely to achieve industry-leading profitability. My journey is proof that, when businesses commit to DEI, they gain a competitive edge.
The DEI and meritocracy debate: a false dichotomy
Recently at a meeting with Muslim corporate leaders in Toronto, an audience member asked: ‘With the anti-DEI movement gaining traction in the US and the renewed emphasis on meritocracy, what impact will this have on global business?’
In my view, companies that see DEI and meritocracy as mutually exclusive misunderstand DEI’s role in business. DEI isn’t about hiring for diversity’s sake; it’s about ensuring that qualified individuals from diverse backgrounds are given the opportunity to contribute.
The value of DEI lies in broadening the talent pool – not lowering standards. When corporate boards embrace diverse lived experiences, they enhance decision-making, mitigate risks, and drive profitability.
How the Executive MBA has strengthened my DEI perspective
I chose to pursue my Executive MBA at Saïd Business School because of its diverse cohort and reputation as a global thought leader. My experience at Oxford has reinforced my understanding of DEI’s role in business, particularly how diverse leadership enhances decision-making and contributes to global market adaptability.
As part of one of the most diverse Executive MBA cohorts globally, I have gained invaluable perspectives from peers who come from varied cultural and industry backgrounds. Our discussions have deepened my understanding of global business complexities.
During a recent international module in Vietnam, I gained firsthand insights into market entry challenges, navigating government regulations, and adapting to different business cultures. These lessons are crucial for any company looking to expand into emerging markets.
Some of my most impactful experiences at Oxford have been on courses such as Global Rules of the Game and Business in Emerging Markets, which emphasize the importance of global thinking. Corporate leadership must reflect its customers, employees and the markets it serves, as a diverse leadership team can better identify challenges, seize opportunities, and mitigate risks in international markets.
Profitability requires a global mindset. A homogeneous leadership team lacks the strategic foresight and cultural intelligence that diverse leadership brings to global business expansion. Organizations that embrace diverse representation at the executive level are better positioned to navigate international complexities and drive sustainable growth.
As part of one of the most diverse Executive MBA cohorts globally, I have gained invaluable perspectives from peers who come from varied cultural and industry backgrounds. Our discussions have deepened my understanding of global business complexities.
The future of corporate leadership
Today, corporate leadership is vastly different from what I saw growing up. Diversity in leadership is no longer an anomaly – it is a growing reality.
As a Pakistani-Canadian born in Saudi Arabia, I know how representation matters. With businesses navigating in an increasingly global economy, embracing DEI isn’t just the right thing to do, it’s the smartest business decision they can make.
Find out more about the Oxford Executive MBA.
