Background 

Action on diversity, equity and inclusion (DEI) can feel like the preserve of large corporations, with their larger resources and employee numbers. But seven purpose-led SMEs set out to prove that meaningful DEI impact is possible at any scale.

Each of these businesses is a certified B Corp, committed to being a force for good in both people and planet. Yet, like many smaller companies, they faced a shared challenge: limited resources to drive systemic DEI change. Many traditional tools, such as employee resource groups, anonymous data analysis and large-scale training, were out of reach. The group realised that by joining forces, with support of consultancy Plans With Purpose, they could pool expertise, share learning and create scalable change together.

Thus, in early 2024, the JEDI MATTERS Collective (Just, Equitable, Diverse and Inclusive) was born – a collaboration designed to accelerate progress across multiple independent organisations while inspiring others in the SME community to follow suit.

Approach 

Four founding organisations – Cawston Press, Pip & Nut, Lucky Saint and Anglepoise – began in 2023 by co-developing a shared mission and vision: to unite like-minded SMEs to build knowledge, accessible resources and a more equitable business landscape faster. In late 2024 three new members – Bold Bean Co, MOTH Drinks and Absolute Collagen – joined, expanding the group’s diversity and reach.

“Seven SMEs turned shared purpose into shared progress, proving DEI isn’t about size but about commitment”

The Collective established a structured activity plan with tangible outcomes:

• Shared educational events tackling topics such as LGBTQIA+ inclusion, mental health awareness and gender equity.
• The JEDI Connections Programme, pairing mentors and mentees across companies for reciprocal learning, now connecting 55 individuals.
• Annual roundtables for DEI thought leadership within the SME sector.
• Shared training, started in 2025, with sessions on race & ethnicity and neurodiversity.
• A public resource hub and LinkedIn community to share best practice.

Plans With Purpose acts as the Collective’s independent convener, ensuring accountability and alignment through regular governance meetings.

Outcome

The JEDI MATTERS Collective has grown to represent 300 employees across seven businesses and attracted interest from 30 other organisations keen to join. Its online community now has nearly 6,000 website visitors and 970 LinkedIn followers.

Early cultural impact is evident: one founder company saw employee survey results for ‘This organisation values and celebrates diversity’ rise from 71% to 87%, while its workplace recommendation score rose by 79 points among under-represented groups in one member company. The Connections Programme achieved an NPS of 8.44/10, with 9 in 10 participants planning to return.

The Collective’s events have reached 352 attendees, sparking open dialogue and allyship across gender, neurodiversity and mental health.

At a time when DEI momentum risks slowing, the JEDI MATTERS Collective demonstrates that collaboration, not scale, is the key to sustaining progress. Together these SMEs are building an equitable blueprint for change across the business community.

For Case Studies & Insights on People, Culture, Leadership & Transformation, if you’re not already receiving our emails: Register to Join the Business Culture Community for Free