Diversity
DIVERSITY IS GOOD FOR BUSINESS
It’s easy to fall into the trap of thinking of diversity as purely an internal issue, but in reality, it’s only half the story. Here, Craig Hume, managing director of Utopia Computers uncovers the other half.
I
magine walking into a PC store where the doors are too narrow for a wheelchair, the shelves are full of confusing jargon that might leave older
customers scratching their heads, and the website that isn’t optimised for accessibility. If you fell into any of these categories, you’d probably walk out, right? You wouldn’t be alone. More and more tech shoppers expect more than just flashy gadgets and bargain prices—they want an experience that works for them. Today’s customer base is more diverse than ever,
spanning all ages, backgrounds, and abilities. But many stores—both online and offline—still cater to a narrow slice of the population. If your store isn’t built with everyone in mind, you’re leaving a lot of business on the table. At Utopia, we’re taking a different approach. We’re making
inclusivity part of our core by encouraging the team to share their experiences—along with those of their friends and family. Tis broadened our perspective and helped us start a journey to transform our spaces, both in-store and online. Te results? An environment that genuinely welcomes everyone.
24 | September/October 2024 Te purchasing power of oſten-overlooked
groups—older adults, individuals with disabilities, and people from diverse backgrounds—is growing. But inclusivity isn’t just about meeting regulations or installing ramps. It’s about ensuring everyone who walks through your door or visits your website feels like they belong.
Inclusive sales practices Whether you’re running a team or serving solo, you need to adapt to each customer’s needs. One
moment, you might guide a young gamer through their first PC build, and the next, helping an older customer set up their emails. Te key? Treating every customer like an individual and speaking in terms they understand. A bit of training goes a long way in helping your team understand how to shiſt gears smoothly while making everyone feel valued. And here’s a little Utopia secret: helping someone with a
seemingly simple request today—say, picking the right cable— can lead to big opportunities. Over the years, I’ve seen countless examples of how that initial, small act of help turns into long-term
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