12/06/2026
How can organisations navigate political and cultural shifts in a way that's both ethical and profitable?
It's a question many businesses are grappling with right now, particularly as DEI initiatives face increasing scrutiny, political pushback, and changing public sentiment.
As we mark Pride Month, it's also a timely reminder that inclusion should never be viewed as a trend that comes and goes with the political climate. The real challenge for organisations is how to stay true to their values while responding to a rapidly evolving world.
During IWTTF 2025, Max Siegel, Travel Photographer and LGBTQ+ Inclusion Consultant, offered a thought-provoking perspective.
Rather than reacting to the loudest voices or abandoning inclusion efforts when they become controversial, Max urged organisations to remember why they started this work in the first place.
💬 "If it's easy, then you're probably not advocating for the right thing."
His message was clear: ethical leadership often requires courage. When support for DEI is widespread, it's easy to champion inclusion. The real test comes when those commitments are challenged.
Max also encouraged businesses to move beyond performative allyship towards genuine advocacy, using positions of influence to create meaningful change, particularly when underrepresented voices are not in the room.
Equally important was his call to "call people in, not call them out."
In a time of growing division, organisations that create space for respectful dialogue, curiosity, and understanding are more likely to build trust with employees, customers, and communities alike. While outrage may generate headlines, conversation is what drives lasting change.
The reality is that ethical and profitable businesses don't have to choose between values and commercial success. Increasingly, employees, customers, investors, and travellers expect organisations to demonstrate authenticity, fairness, and inclusion.
The companies that will thrive are those that:
✅ Stay anchored to their purpose and values.
✅ Listen beyond the noise and understand the deeper issues.
✅ Foster respectful conversations, even when they're difficult.
✅ Champion inclusion because it's the right thing to do, not because it's easy.
✅ Recognise that diversity, belonging, and representation remain business strengths, not liabilities.
With Pride Month prompting important conversations about visibility, belonging, and equality, Max's message is particularly relevant: listen beyond the noise, stay focused on what matters, and have the courage to lead with purpose.
