Championing inclusivity, the power of authenticity, and engaging Gen Z: Q&A with Dorothy Oduguwa

With not long to go until Pion's thirteenth YMS LDN event, we can’t wait to return to London with fresh insights, the latest Gen Z trends, and a whole host of exciting new speakers. And, on that note, we thought it was high time we caught up with one of them.

In this blog post, we catch up with YMS speaker Dorothy Oduguwa, DE&I Manager at giffgaff. Dorothy’s role involves  strategically developing giffgaff’s culture, enhancing DE&I capabilities, and supporting the People team with data-led insights. 

In this post, we discuss the power of authenticity, talk about how to support Gen Z, and explore the importance of accountability.

Q&A with Dorothy Oduguwa

Tell us a little bit about yourself and your role at giffgaff?

I'm driven by my commitment to fostering inclusive cultures and facilitating transformative change within organisations. 

My focus is on crafting and implementing the DE&I strategy and supporting our People and ESG strategies, driving progress on our commitments around representation, and working on cross-functional collaboration to embed DE&I into our daily practices and culture.

What does a DE&I strategy at a big brand look like in reality?

Our brand strapline is ‘Up to good’, and we are also a B-corp organisation, which means that we have made a commitment to look out for people and the planet. Our DE&I strategy enables giffgaff to be ‘up to good’ for our people, and strives to create a great employee experience. 

Being true to our brand, true to our business ambitions, and supportive to our people is incredibly important. giffgaff’s DE&I strategy encompasses initiatives aimed at fostering a culture of belonging across all levels of the organisation, while also being open to pivoting and iterating based on what works and the changes that happen internally and externally. 

How do you work with teams across the business to filter DE&I into giffgaff's consumer marketing without it feeling tokenistic?

Collaborating with teams across the business to infuse DE&I into consumer marketing requires a strategic approach rooted in authenticity and purpose. At giffgaff, we prioritise genuine representation and meaningful storytelling in our marketing campaigns. By fostering cross-functional collaboration and building a diverse, equitable, and inclusive internal environment, we aim to ensure that DE&I considerations are seamlessly integrated into our marketing initiatives. This applies to everything from who we decide to partner with to the approaches we take in our consumer marketing. 

This resonates authentically with our audience and avoids tokenism. 

Can you share a little bit about your partnership with Hatch and how this allowed you to tap into talent that usually faces barriers to entry into tech?

We wanted to create an opportunity where anyone with a true passion and potential to succeed in software engineering could be given the chance. This means not limiting ourselves to the traditional route into software engineering, such as a computer science degree. Instead, we were looking for bedroom coders and career changers who wanted to try something new.

Hatch is known for engaging and training tech talent in a way that shapes the workforce of tomorrow by truly impacting diversity. So, our partnership with Hatch has been instrumental in providing opportunities for talent that faces barriers to entry into the tech industry. We’ve created pathways for individuals to access training, mentorship, and employment opportunities at giffgaff: this partnership aligns with our commitment to inclusivity and social responsibility and allows us to tap into talent that brings unique perspectives and experiences to the table.

How are Gen Z shaking things up when it comes to holding employers to account for their DE&I strategy?

Data shows that Gen Z is reshaping expectations around DE&I by prioritising transparency, authenticity, and accountability when looking for potential employers. They expect organisations to demonstrate genuine commitment to DE&I beyond surface-level initiatives. Gen Z is vocal in holding employers accountable for their actions and expects tangible outcomes and measurable progress in fostering inclusive cultures. 

So, employers need to demonstrate authenticity, foster transparency, and actively engage with Gen Z to address their concerns and aspirations regarding DE&I and the purpose that organisations drive towards, outside of profit.

You’re joining us at YMS to talk about the different paths to success for young people on our Future of Work Track. What tips do you have for employers looking to recruit young talent?

Employers seeking to recruit young talent should prioritise authenticity, flexibility, and purpose-driven opportunities. Gen Z values organisations that align with their personal values and offer opportunities for growth, development, and meaningful impact. Providing flexible work arrangements, career development, and opportunities for diverse experiences can attract and retain young talent. Fostering an inclusive and supportive workplace culture where diverse voices are valued and respected is also essential for engaging and retaining young employees.

Quick-fire round: The questions we ask everyone 

Biggest Gen Z myth

One of the biggest Gen Z myths is that they are solely driven by technology and social media. While technology plays a significant role in their lives, Gen Z values authentic connections, purpose-driven experiences, and social impact.

What do you most admire about Gen Z?

I admire Gen Z's passion for social justice, their entrepreneurial spirit, and their ability to challenge the status quo. They’re bold, innovative, and unafraid to speak up for what they believe in. Working in DE&I means I appreciate that a degree of challenge is sometimes needed to create positive change.

What’s your favourite app at the moment?

My favourite app at the moment is Headspace. It helps me stay calm, focused, and mindful when my days get busy.

What are you most looking forward to at YMS?

I'm looking forward to engaging with other industry leaders, sharing insights, and learning about emerging trends and innovations in youth marketing!

What should we have asked you that we didn’t?

You could have asked me about any future trends that are emerging in the DE&I space for organisations. 

As I’ve mentioned, there is a greater focus on purpose. At giffgaff, we tie our purpose into our work within ESG (Environment, Social, and Governance). Within this, my work in DE&I supports our social impact. I can see organisations putting more time and energy into living and breathing their purpose and driving action in DE&I across all areas. 

Like what you’ve read? Join Dorothy, plus many more, at YMS LDN in June. Secure your tickets now. 

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