Fostering Inclusivity: The “Happy to Chat” Campaign at Brunel University London

Dorothy A. Yen and Mustafa F. Özbilgin

Chapter 2 in Socially Responsible Business Models for International Brands, 2026, pp 17-36 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Universities today operate as international corporate brands, expected to uphold and deliver their third mission of university social responsibility. Recognising that students are the most important stakeholder group; this chapter discusses the importance of treating all students fairly and changing the current practice of viewing international students as cash cows. It highlights the need to support international students and acknowledge the challenges they face while studying abroad. This is illustrated through a case study of Brunel University London, which is rated as one of the most diverse universities internationally, and its adoption of the “Happy to Chat” social campaign, which aims to foster inclusivity and engagement among a diverse student population, led to its winning of the Kindness in Education award in 2023. We present “Happy to Chat” as a diversity and inclusion intervention at the interpersonal and intercultural level. By acknowledging and valuing cultural and other forms of diversity, the campaign helps bridge cultural gaps and promotes a sense of belonging. “Happy to Chat” at Brunel University exemplifies how simple, inclusive actions can significantly impact community cohesion and student well-being.

Keywords: University Social Responsibility; Happy To Chat; Badges; Community Building; Diversity; Inclusion; University; International Students Disinformation; SCR Brand; Socially Conscious Responsible Brand; Greenwashing; False Advertising Algorithmic Control; Gig-Workers; Socially Responsible; Self-Determination Theory; Social Exchange Theory; Motivation; Responsible Investing; Socially Responsible Investing (SRI); ESG; Business Model; Business Model Innovation; Economic Benefits; Liminal Spaces; CSR; Productivity; Employee Well-Being; Innovation; Corporate Social Responsibility (CSR); ESG Management; Business Ecosystem; Sustainability; Social Capital; Organisational Behaviour (OB); Leadership; Strategic Leadership; Internal Compliance; Employee Behaviours; Management In Practice; Socially Responsible Business; Emerging Markets; Marketing Strategies; Integrated Marketing Communication; Social Impact Measurement; Sustainable Goals; Linear Economy; Circular Economy; Social Compliance; Regulation; Garment; Bangladesh; Global Influence; Cryptocurrency; Blockchain; Bitcoin; Tokens; Socially Responsible Business; Smart Contracts (search for similar items in EconPapers)
JEL-codes: L21 M14 Q0 (search for similar items in EconPapers)
Date: 2026
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