About
Why is it that the CEO of Apple and JPMorgan two of the world’s biggest organisations are happy to defend their approach to DEI while others such McDonald’s, Nissan, IBM, and PepsiCo have all publicly rolled back theirs?
In a world where countless organisations are attempting to navigate a DEI rollback or rebranding DEI to avoid the tough questions and scrutiny, Dawn Hurst and Craig Richards highlight a troubling trend, the hollow celebration of DEI initiatives that has ultimately led to a place where people believe WOKE IS BROKE.
As seasoned leaders in culture and organisational development, they have witnessed firsthand how organisations across the globe were waving flags and attending galas, all while ignoring the deeper, systemic issues that undermine genuine progress.
Rather than allow the pendulum to swing back to a time when inappropriate workplace behaviour was the norm, they offer a bold new vision for leaders. A shift from superficial woke practices to meaningful inclusion centred on IMPACT, enabling leaders to measure and quantify their cultural and financial Return on Inclusion.
Dawn is a multi-award-winning executive leader and CEO with over 20 years' experience as a practitioner in Inclusion and Culture, working with Fortune 500 companies and public sector leaders globally.
She is the creator of the financial Return on Inclusion (ROI) methodology and a thought leader in people-centric approaches to inclusion, change, and behavioural transformation.
Having worked across six continents (Antarctica remains unconquered!), Dawn's career spans sport, business change, leadership development, and sustainability, focused on leaders' psychological transformation while driving both business performance and personal growth.
Recognised as one of the Top 100 influencers in leadership development, holder of 'Entrepreneur of the Year', and featured in Who's Who as an Inspirational Leader since 2009, Dawn's impact is both wide-reaching and well-established.
Her diverse career, often in traditionally male-dominated environments, includes executive and non-executive roles across manufacturing, engineering, construction, education, and sport. She brings nearly three decades of experience navigating how inclusion is perceived globally, from crisis culture interventions to preventative strategies.
Outside of consulting, Dawn co-hosts the podcast You Must Be Woking and continues to advise organisations on transforming performance through people and culture.
Dawn's Philosophy: "True inclusion isn't about diversity statistics or performative gestures, it's about building systems and cultures where every person can contribute their best work. When we get this right, everyone wins."
_edited.jpg)
Craig is a globally respected public speaker and facilitator, known for his expertise in Organisational Design, Culture Transformation, DEI, and Change Leadership.
With over 15 years of experience advising C-suite executives across public and private sectors, Craig specialises in solving complex challenges at the intersection of strategy, leadership, and culture. His work spans global enterprises, start-ups, and government bodies, delivering impact through mergers, acquisitions, digital transformations, and cultural alignment.
Craig is the visionary co-founder of EA Group and co-creator of the award-winning Return on Inclusion (ROI) measurement tool, a pioneering methodology for achieving measurable DEI results. He also co-authored the globally recognised Culture Practitioner Programme, establishing his role in shaping inclusive and high-performing workplace cultures worldwide.
His diverse career includes senior executive roles across retail, hospitality, FMCG, and government, followed by a strategic leadership position within a major American service conglomerate. Craig brings a rare blend of operational insight and cultural intelligence to every engagement.
Outside of consulting, Craig co-hosts the podcast You Must Be Woking and serves as a Non-Executive Director and Trustee for an Academy Trust focused on educational access for children with autism, reflecting his passion for equity in learning.
Craig's Philosophy: "I empower leaders to unlock performance by aligning strategy with culture. Through inclusive environments that are both human-centric and commercially driven, we move beyond performative actions to create sustainable impact."
You Must Be Woking Podcast
Watch & Listen on Youtube, Spotify, & Apple Podcasts
Follow the Pod
Contact Us
