One year of PREACH Inclusion
One year ago, we rebranded from BAME in Property to PREACH Inclusion, signalling a new era of intentional and intersectional inclusivity. PREACH stands for Promoting Race, Ethnicity and Cultural Heritage, a name that better reflects our mission, values and the way that we identify ourselves.
This change wasn’t just about a name – it was about leaving behind an outdated term, BAME (Black, Asian, and Minority Ethnic), which no longer reflected the rich diversity of our identities. As we grew into a company offering race-focused workshops, creative content on faith and religion, and insights into cultural heritage, it became clear that we needed a name that represented the full scope of our work.
"I am who I am because of my cultural heritage. And PREACH Inclusion exists to celebrate these complexities, ensuring others feel empowered in their own layered identities." - Priya Aggarwal-Shah
PREACH Inclusion founder, Priya Aggarwal-Shah at the rebrand launch event, 25th April 2024.
Navigating the transition
The first few months were all about adaptation. Getting used to calling ourselves PREACH Inclusion (yes, even we slipped a few times!), updating all our assets and consistently reinforcing our evolved story.
For our corporate partners, the transition required pause and patience, while we ensured our brand identity aligned fully with our vision.
Over time, it got better. Fewer emails in the ‘BAME in Property’ inbox and more and more people getting used to the new name.
The importance of the acronym
PREACH Inclusion doesn’t just do what it says on the tin. It’s an acronym – Promoting Race, Ethnicity and Cultural Heritage. The acronym reflects the way we identify ourselves – not just through race or ethnicity but through heritage, language and lived experience.
Over the last year, our content has reflected this acronym, exploring roots, identity, language and culture, in ways that resonate with our communities.
Personal identity and cultural heritage
For me, this journey is deeply personal. I am not just British Indian; I am South Asian, Indian by heritage, but shaped by East African roots and a British upbringing.
I say pasi (Swahili) not istri (Gujarati) for ironing board.
I have thepla (fenugreek roti) in one hand and mandazi (African doughnuts) in the other.
Where once upon a time I felt too British to be Indian and too Indian to be British, now I appreciate that my identity is a fusion.
I am who I am because of my cultural heritage. And PREACH Inclusion exists to celebrate these complexities, ensuring others feel empowered in their own layered identities.
Feeling proud of a name
“I still remember our rebrand launch event, where I shared how difficult it had become to lead an organisation under the name BAME in Property. An acronym that felt misaligned, misunderstood and at odds with the work we truly wanted to deliver." - Priya
There was a time when I felt the need to justify and explain the name at every workshop. But since transitioning to PREACH Inclusion, that weight has lifted.
When you believe in a brand – and I truly believe in PREACH Inclusion – you feel proud to talk about it, endorse and spread the message.
It took a while to get the right name but over the last year, we’ve received so much positive feedback from individuals sharing how much they love the name and how it resonates with their own experiences.
Join our #MyPREACHStory campaign
To mark this milestone, we’re inviting our community to share their stories – to reflect on how race, ethnicity and cultural heritage have shaped their identities.
How to get involved:
Share your story on social media. It could be:
A personal reflection on how race, ethnicity or cultural heritage has shaped your life.
A word or phrase from your language that holds deep meaning.
A favourite dish that represents your heritage and the story behind it.
A moment when inclusivity made a difference in your life.
And so much more…!
Join the Conversation!
Please start your post with the following:
“To celebrate PREACH Inclusion turning one, I’m sharing #MyPREACHStory – what race, ethnicity and cultural heritage mean to me.”
Use the hashtags #MyPREACHStory and #PREACHInclusionTurnsOne.
Don’t forget to tag PREACH Inclusion on LinkedIn and we’ll reshare your post.
On Instagram, invite us to collaborate – we’d love to highlight your story.
Encourage your colleagues to participate and amplify the campaign.
This campaign will be running from 23rd April - 8th May 2025.
Looking ahead
One year in, PREACH Inclusion has cemented its place as a name for capturing our multi-layered identities.
Thank you for being a part of our journey – we can’t wait to read your #MyPREACHStory!