Recognising unconscious bias: lessons from DEI training

We all carry unconscious bias. The important part is recognising and doing something about it.

At Axe & Kettle, we’re building more than a digital marketing agency, we’re building the kind of business, and the kind of world, we want to live in.

Recently our team took part in diversity, equity and inclusion (DEI) training. Not as a box-tick (it happens), but as a step toward living our values.

We all have a work story that shaped us. Maybe you felt like a cog in the corporate machine, or a constant pressure to fit into an old-school company; missing a sense of purpose, and the feeling of belonging. As co-founders, creating positive experiences matters deeply to both of us. We want Axe & Kettle to be more than a place where good work happens; it should be a place where everyone feels welcome, valued, and respected. 

We know we won’t always get it right. But we’re committed to progress: recognising unconscious bias, challenging it, and building inclusion into the everyday.

The bottom line is: stronger agencies make stronger brands, more inclusive teams make better work, sharper strategies and more authentic storytelling. Ultimately, that creates a more just and creatively rich world.

This work is ongoing and as co-founders, Amy and I are dedicated to going the distance.