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The why behind Sendero’s pride logo

06/01/2022

by Ruth Farrar

I used to assume that, no matter what, we were ultimately making progress toward an equal society. As I look around at the world, however, I realize that this progress is not inevitable. Progress happens when we pause, take stock of where we are, and make the conscious decision to make a change. Progress cannot happen in a vacuum, and it cannot happen in silence.

By joining a multitude of companies and organizations that incorporate the Pride rainbow into their logos, Sendero has made a conscious, vocal, and visible change in an effort to humbly move the needle, even incrementally, toward a more equitable and tolerant future. I do not want our past silence to be perceived as ambiguity. Beyond that, I do not want any perceived ambiguity to be interpreted by some as palatable indifference. We are not indifferent. Today, I want to emphatically reiterate my — and Sendero’s — unwavering support for and pride in the LGBTQIA2S+ community.

The colors in the rainbow Pride flag come together to say, “This is who I am!” It is a global symbol of the LGBTQIA2S+ community and, by association, a symbol of diversity, equity, and inclusion. We have chosen to adopt this celebratory symbol for the month of June for several reasons.

First, this symbol is recognizable and clear. It does not require a definition and its sentiment does not belong to Sendero. This allows us to state our commitment without centering ourselves.

Second, our company culture is dictated by our core values: Respect, Integrity, Shared Success, Passion, and Higher Reaching. Respect is fundamentally incompatible with intolerance. Integrity is only possible when our people have the space to show up as their authentic selves. Shared Success means that we cannot stay silent while members of our community face hate and discrimination. Passion is the result of being empowered to pursue a fulfilling, complete life in and outside of the office. And Higher Reaching is the challenge we issue to ourselves every day to show up in the ways that matter.

Finally, the value of diversity of thought, identity, and experience cannot be overstated. Diversity leads to more creative environments, more sensitivity to our community’s needs, and better solutions to the problems facing our clients and the world. Our business strategy has always been ‘Best People, Best Delivery’, and that starts with our people. When we have the opportunity to make a positive impact for our employees, we take it. This logo is important to our members of the LGBTQIA2S+ community, and we are proud to demonstrate our allyship in this way.

A truly inclusive workplace doesn’t happen by chance, and it doesn’t happen through symbolism alone. It is the result of consistent decisions to ensure that our employees are valued for their authentic selves and unique contributions; of intentional and proactive evaluation of our policies to confirm that their impact across employees is truly equitable; and of educating our people through thoughtful conversations, experiential learning, and employee-led celebrations of diversity. Working toward an inclusive environment is a conscious choice that we are proud to make every day. Sharing the Sendero Pride logo for the month of June is one of the choices we have enthusiastically made in support of that goal.

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