Creating a genuinely inclusive workplace isn’t about getting everything perfect overnight. It’s about being willing to learn, listen and keep improving.
That's the thinking behind the East of England Co-op’s new partnership with Business Disability Forum, a partnership focused on strengthening disability inclusion across the organisation, including mental health and wellbeing support.
We spoke with Lucy Allison from Business Disability Forum alongside Jasmine Moss-Rahman our Diversity, Equity & Inclusion Lead, about why this work matters, where organisations often struggle and what meaningful progress looks like in practice.
Lucy Allison, Business Disability Forum
Jasmine Moss-Rahman, East of England Co-op
Q: Why partner with Business Disability Forum?
Jasmine Moss-Rahman
Diversity, Equity and Inclusion Lead, East of England Co-op
“We partnered with Business Disability Forum because we want to keep getting better, not just say the right things.”
For me, inclusion isn’t really about big statements or perfectly worded strategies. It’s about whether people actually feel supported day to day. Whether work feels somewhere people can be open about their health, disability or wellbeing, ask for support when they need it and still feel valued afterwards.
We know there’s good work already happening across our co-op. We see brilliant managers, supportive teams and colleagues looking out for each other all the time. But we also know that consistency matters.
People shouldn’t have to rely on luck to have a good experience at work.
“This isn’t about suddenly becoming ‘finished’ or getting everything perfect overnight. It’s about being open enough to learn, honest enough to recognise where gaps exist, and committed enough to keep moving forward.”
Note: This image was produced as part of Business Disability Forum's changing the image of disability campaign to increase and improve the portrayal of disability and disabled people.
Q: Why is disability inclusion such an important focus right now?
Lucy Allison
Business Disability Forum
Disability inclusion has always been an important part of building strong organisations, whether that’s attracting and recruiting talented people, helping colleagues thrive and develop, or creating accessible and positive experiences for customers and communities.
We’re really pleased that East of England Co-op sees Business Disability Forum as a trusted partner in this space and value the support, challenge and guidance we can provide as they continue to strengthen their approach to inclusion and accessibility.
It also feels like an especially important moment for this conversation more broadly. The rise of artificial intelligence, changing conversations around diversity and inclusion, and growing awareness of mental health and neurodivergence are all reshaping how organisations think about work, wellbeing and accessibility.
“Often, the challenge isn’t intention. Many organisations genuinely want to do the right thing. Where things can become harder is translating good intentions into something people experience consistently day to day.”
Note: This image was produced as part of Business Disability Forum's changing the image of disability campaign to increase and improve the portrayal of disability and disabled people.
Q: Turning good intentions into everyday experience
Jasmine Moss-Rahman
Diversity, Equity & Inclusion Lead, East of England Co-op
That point around consistency really resonates with me because workplace culture is often shaped in really small moments.
It’s the manager who notices when somebody might be struggling, feeling overwhelmed or finding aspects of work less accessible before they have to repeatedly explain it themselves. The colleague who checks in. The environment where someone feels safe enough to say, ‘Actually, I need some support.’
Those moments sound small, but they completely shape how somebody experiences work.
“I think sometimes organisations overcomplicate inclusion. Often, what people really want is to feel understood, respected and comfortable being honest about what they need, whether that is flexibility, an adjustment, understanding or simply a supportive conversation.”
That’s where this work becomes real, in the everyday experiences people have with each other.
Note: This image was produced as part of Business Disability Forum's changing the image of disability campaign to increase and improve the portrayal of disability and disabled people.
Q: The role managers and teams play
Lucy Allison
Business Disability Forum
Line managers have such a profound influence over the culture of their team, and having a supportive team can make such a difference to everyone’s workplace experience, even more so if they live with a disability or health condition and have faced ableist attitudes in the past.
“The best managers create environments where conversations about adjustments and support feel expected and normalised, whether they’ve shared that they have a disability or not, rather than something people have to repeatedly justify or explain.”
Some practical tips from our People Manager Toolkit on disability-smart management:
- Focus on removing barriers rather than needing somebody to disclose every detail of their condition
- Make conversations around adjustments ongoing, not one-off discussions
- Create regular opportunities for colleagues to review what support is helping
Q: What does good look like in practice?
Jasmine Moss-Rahman
Diversity, Equity & Inclusion Lead, East of England Co-op
For me, good looks like inclusion being considered early, not added on afterwards.
It’s accessibility and inclusion being considered early, rather than people needing to ask for changes afterwards. It’s managers feeling confident enough to have human conversations. It’s colleagues knowing they will be listened to properly if something isn’t working.
I also think there’s a really strong connection between inclusion and mental health.
“Feeling like you matter at work has a huge impact on wellbeing. Not just having support available, but genuinely feeling seen, understood and valued by the people around you. That’s often what people remember most.”
Note: This image was produced as part of Business Disability Forum's changing the image of disability campaign to increase and improve the portrayal of disability and disabled people.
Looking Ahead
Lucy Allison
Business Disability Forum
“There’s no single point where inclusion work is ‘finished’. The organisations that make the most meaningful progress are the ones willing to keep listening, learning, and adapting over time.”
You can’t transform everything overnight, and nor should you try to. However, it’s good to conduct some sort of audit or overview of the whole organisation first – this can help you identify where the biggest gaps are and where there might be some quick wins.
Members of BDF can complete the Disability-Smart self-assessment (link) to get the big picture on inclusion at their organisation as well as tailored advice on where to start making changes.
Jasmine Moss-Rahman
East of England Co-op
We’re at the start of this journey and we know there’s still more to do.
But I think there’s something really important about organisations being willing to acknowledge that openly. Not claiming to have everything figured out, but still being prepared to listen, learn and take meaningful action anyway.
That’s also why partnerships like Business Disability Forum matter so much. Having access to expertise, challenge, insight and practical guidance helps turn good intentions into more consistent and meaningful experiences for colleagues day to day.
“Ultimately, disability inclusion isn’t built through one big campaign or statement. It’s built through everyday conversations, decisions, adjustments and interactions over time.”
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