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Diversity and Inclusion Starter Kit brings best practices to UK businesses


Culture Amp makes diverse and inclusive workplaces more achievable for companies of all sizes at no cost

6 November 2019 – London Culture Amp, the people and culture platform, is bringing Diversity and Inclusion (D&I) best practices to more businesses and employees in the UK by making the D&I segment of the Culture Amp platform available at no charge.

The new D&I Starter Kit provides a proven template to help companies of all sizes collect insightful feedback from employees, better understand emerging voices of diverse and under-represented groups inside the organisation, and enable businesses to create positive change for diversity through meaningful and measurable actions.

The introduction of the kit coincides with the launch of Culture Amp’s 2019 Workplace Diversity, Inclusion & Intersectionality Report which analysed the opinion of nearly 35,000 respondents worldwide and found there is a significant data deficit in respect of in-company D&I policies. There is also little consistency at a global geographical level in how data around race, ethnicity, parenting status or disability are collected or measured. For example, European based-organisations dealing with varying language, terminology, and regulatory issues are less likely to be gathering the same breadth and depth of diversity data as US-based companies which face important diversity and inclusion issues as well but their sample set is somewhat more culturally homogenous. Company leaders on both continents are becoming more and more focused every year to the importance of understanding ways they can help narrow the gap.

For example, global report findings show that while 70 percent of straight white men believe their views are reflected in company decision-making, only 52 percent of LGBT women agree. Additionally 54 percent of straight white women say they have an impact on decision making at the company compared to 69 percent of straight white men.

Understanding and acting on workforce diversity is rising up on corporate agendas because of factors including underlying demographic change: UK academic research suggests that ethnic minorities will comprise 35-40% of the UK population by 2061[1].

Culture Amp co-founder and CEO Didier Elzinga said, “Launching the Diversity & Inclusion Starter Kit is extremely important to us for two reasons. Firstly, it is not just a survey - it is a complete end-to-end toolkit to drive action, and secondly, it directly delivers against our mission to improve the world of work in ways that go beyond merely building a software company.”

Elzinga continued, “Making our tools and best practices freely available will help countless organisations to begin or continue on their journeys towards being a better and more inclusive workplace, and to helping them to put ‘culture first’.”

Christos Tsaprounis, Head of People and Culture, Autotrader comments, “Culture Amp has enabled us to turn insight from our people into action that fosters inclusion. We have utilised data not only to monitor the progress of our D&I strategy but to re-shape it and achieve better results.”

Yvonne Agyei, Chief People Officer, GoCardless adds, “At GoCardless we view diversity as both a strength and an opportunity. Our ambition is to look beyond pure demographics and truly understand the depth of backgrounds and experiences our people contribute. Culture Amp helps us make sense of the data and where to best focus our efforts going forward.”

The world’s leading People & Culture Platform, Culture Amp currently serves more than 2,500 global customers and has conducted more than 34,000 surveys, surveying more than 3 million employees which has led to a database of more than 163 million survey responses.

In September, Culture Amp announced it has raised US $82million in a Series E funding round led by Sequoia Capital China, and earlier in 2019 announced it had acquired award-winning performance management company Zugata Inc. The company has offices in Melbourne, San Francisco, New York and London and employs more than 400 people.

To access Culture Amp’s Diversity & Inclusion Starter Kit, visit

To access Culture Amp’s 2019 Diversity, Inclusion & Intersectionality Report, visit

Note to editors:

[1] What the UK population will look like by 2061 under hard, soft and no Brexit scenarios, London School of Economics, Brexit blog, 2019.


About Culture Amp
Culture Amp is the leading People & Culture Platform helping companies take action to improve employee engagement, retention and performance. Culture Amp is a Culture First certified B Corporation used by 2,500 customers including Aegon, Airbnb, Go Cardless, KIND Snacks, McDonald’s, Mercy Health, Salesforce and Slack. Started in Melbourne with offices in San Francisco, London, and New York, Culture Amp has raised $150,000,000 USD from leading venture capital funds, including Index Ventures, Felicis Ventures, Sapphire Ventures, Blackbird Ventures and Sequoia Capital China. Learn more at and @CultureAmp.

About the Diversity & Inclusion Starter Kit
The Diversity & Inclusion Starter Kit includes everything companies need to measure, understand, and take action to build a more inclusive workplace:

  • Culture Amp’s science-backed Diversity & Inclusion survey
  • On-demand training to guide you
  • Powerful reporting to help you discover deep insights
  • Proven recommendations to drive change at your organization

Michele Gallagher
Director of Global PR & Communications

Jillian Alexander
Alexander PR
+44 (0)79 49 602 484