As the founder of The Unmistakables, a consultancy on a mission to make organisations more inclusive from the inside out, Asad Dhunna has long worked at the intersection of culture, inclusion, and brand. In this episode, he challenges conventional narratives around DEI, arguing that diversity is too often pigeonholed, when in fact it reflects deeper shifts in society and the economy.

Asad reflects on the insights from The Grow Up, The Unmistakables’ landmark survey of over 2,000 people in the UK. He shines light on the tension leaders face as they scale: the pull of familiarity versus the push towards true diversity, and why complexity demands dynamic responses.

Asad brings a clear-eyed view of what is driving inclusion forward—and what is holding it back. He also explores how the next generation is rethinking wealth, work, and leadership and why reputation, more than ever, is a key metric for growth.