“Representation is more than having a seat at the table, it is about shaping the narrative”
BY BARBARA PLATIER, IMAGE BY GETTYS IMAGES
At JTI, we believe diversity is not just a value; it is a strength. Our commitment to Diversity, Equity, and Inclusion goes beyond policies. It is about creating spaces where every individual feels seen, heard, and respected for who they truly are.
Representation: more than visibility
Representation is more than having a seat at the table, it is about shaping the narrative. Growing up, many of us searched for reflections of ourselves in stories, media, and role models. For some, those reflections were missing. As Barbara Platier, Women of PRIDE Ambassador for the Western Europe region, shares: “I loved fairytales, but none showed someone like me. Even as media evolved, harmful tropes persisted, sending subtle messages about worth and belonging. It was not until I met real-life role models that I believed my story could have a happy ending.”
Representation matters because it influences how we see ourselves and how others see us. When LGBTQIA+ individuals only encounter tragic endings in media, it reinforces harmful stereotypes. Conversely, positive representation, both in media and in real life, offers validation, hope, and a vision for the future.
Women of PRIDE: turning representation into action
At JTI, we do not just talk about representation, we build it. Women of PRIDE is a global initiative that creates safe spaces for queer women and allies to connect, share experiences, and amplify voices that too often go unheard. Through regular meetings, open discussions, and a dedicated digital platform, this network fosters belonging and empowerment.
Women of PRIDE is about visibility and leadership. It ensures that women can lead, inspire, and uplift each other, personally and professionally. It also addresses challenges like microaggressions, equipping members with tools to respond confidently and fostering a culture of respect across the organisation.
Why it matters for business and humanity
Representation is not just a moral imperative; it drives innovation and growth. Diverse teams bring fresh perspectives, challenge assumptions, and create solutions that reflect the world we live in. At JTI, we know that inclusion is an ongoing journey. We listen, learn, and adapt to ensure everyone feels represented, not just in words, but in action.
Through initiatives like Women of PRIDE and our broader DEI strategy, we aim to inspire both our people and the communities we serve. Because when we embrace differences as strengths, we unlock creativity, foster belonging, and build a world where every voice matters.
Representation matters. Diversity matters. And at JTI, we are committed to making sure everyone feels they belong.
JTI is a proud partner of myGwork, the LGBTQ+ business community. Find out more about LGBTQ+ friendly job opportunities at JTI.
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