National Inclusion Week: Q&A with Erica Perazza
Erica, who runs Biffa’s thriving social media presence, is part of a diverse workforce of over 10,000 employees at 300 sites delivering sustainable waste management solutions across England, Scotland, Northern Ireland and Wales
To celebrate National Inclusion Week – an annual event to spark positive discussions and action about the importance of diversity and inclusion – Erica has spoken about how our differences make us stronger, and how even the smallest actions can create meaningful change and leave a lasting impact.
Hi Erica, firstly tell us a couple of surprising things about yourself.
I've been part of the online world since its early days, with accounts on platforms many from the new social media generation might not even know, like ICQ, Orkut, Fotolog, and Vine. It’s been fascinating to see how these early platforms shaped today’s social media, influencing everything from communication to industries like journalism, which I studied at university.
I've also published books, but perhaps the most surprising thing about me is that, despite nearly a decade in social media, my university project explored how it can be dysfunctional for society. While I love the creativity it brings, I believe it’s crucial to take a digital detox now and then.
How long have you worked at Biffa?
I joined Biffa in October 2022 as the company’s first social media manager. My role has been incredibly dynamic from the start—creating our social media strategy, launching our TikTok channel, and introducing our employee advocacy programme with social champions. It's been a rewarding experience to build Biffa’s social presence from the ground up and see how our efforts have connected with our audience.
In the world of social media, no two days are ever the same.
Some days, I’m deep in strategy, analysing content performance, working on social content plans, and ensuring we align with broader marketing objectives.
Other days, I shift into a more creative mode, brainstorming ideas, filming or editing TikToks, or refining content to ensure it resonates with our audience and their sustainability journeys.
A big part of my role also involves listening to our customers—monitoring their feedback and making sure it reaches the customer service team so we can take swift action. Then, of course, there are always meetings—lots of planning and collaborating.
I also run training sessions for our social media champions, helping them become more confident in how to use social media. It’s a constant balance of creativity, strategy, and making sure we stay connected with our audience.
What does Inclusion mean to you? And why is it so important?
To me, inclusion goes beyond just checking boxes—it’s about genuinely embracing diversity in all its forms, whether it’s race, gender, disability, or any other characteristic. Inclusion is making sure that every individual feels a sense of belonging, where they can bring their authentic selves to the table without fear of judgment or exclusion.
It’s about kindness, empathy, and understanding that each person brings unique value to the workplace. Inclusion matters because it drives innovation and creates a space where people can thrive both personally and professionally.
When people feel valued and heard, they perform better and contribute more meaningfully.
Is Biffa an inclusive place to work? What does it do well?
Absolutely! From the moment I joined Biffa as a Latina from Brazil, I’ve felt that the company truly values diversity in every sense. In the marketing team, my manager and colleagues have been incredibly supportive, always open to hearing everyone’s perspectives.
We come from different backgrounds, with different experiences, but Biffa creates a culture where these differences are not just respected—they’re celebrated.
Biffa is also committed to making reasonable adjustments in the workplace, ensuring that any barriers are removed or adapted to provide the necessary support for everyone to thrive.
On top of that, Biffa has some fantastic initiatives promoting inclusivity, including programmes for veterans and ex-offenders (I deeply admire Biffa’s commitment to giving people second chances).
We also have employee-led groups like the Women in Waste and Pride groups, which foster a strong sense of community and allow everyone to actively contribute their ideas.
Is it all about grand gestures, or can little things make a difference too?
While the larger initiatives like diversity training and unconscious bias workshops are incredibly important, it’s often the small, day-to-day actions that create a lasting impact.
It could be something as simple as making sure a colleague feels included in a meeting or recognising when someone may need a little extra support.
These small gestures—asking how someone is doing, being mindful of different communication styles, or ensuring that all voices are heard—foster a culture of respect and belonging.
Inclusion is not just about grand gestures; it’s a continuous practice of kindness and consideration in our daily interactions.
What’s one thing we can all do from next week to be more inclusive?
The first and most important step is to listen and learn. Educating ourselves about the experiences of others is fundamental to being more inclusive.
This means committing to ongoing education – whether through reading, attending workshops, or simply having conversations with people from diverse backgrounds.
Beyond that, we can all work toward running more inclusive meetings and work sessions. This includes being mindful of who speaks up, ensuring everyone has the chance to share their perspective, and creating a safe environment where people feel comfortable contributing.
It’s also crucial to recognise when someone may feel overstimulated or prefer not to have their camera on during virtual meetings, or when they choose to share their thoughts privately rather than in a group setting.
Not everyone feels comfortable speaking up in front of others, and we need to adapt and embrace all styles of communication and working. True inclusion means making space for different preferences and needs.
And, of course, speaking up about inclusion is just as important – don’t hesitate to advocate for others. We all make mistakes, but it’s how we learn from them and support each other that truly matters. Inclusion is not a one-time effort: it’s a continuous journey we all need to take together.
