If we ask ten people what “fairness” means, we will probably get ten different answers. But if we ask them whether they believe in goodness, honesty, and equal opportunity, most would likely say yes. Here lies the paradox of our time: no matter that we speak different languages, that we tend to live in our own “bubbles,” or that we divide ourselves into groups, deep down we share the same values.
So why do our differences so often seem like a threat rather than a resource? The answer lies in how we tell our stories—and in our willingness to listen to others’ stories. This is also the main theme of the new episode of Lidl Bulgaria’s educational video series “21st Century Skills”, dedicated to diversity, equality, and inclusion—both at a personal level and within companies, organizations, and society.
“The Battle of Narratives,” Language, and Shared Virtues
Luiza Slavkova, Chair of the Sofia Platform Foundation, notes that today we live in a “battle of narratives.” Political language often polarizes implying that we hold incompatible values. Yet in fact, whether we are Bulgarian, Roma, or migrants, young or old, we all want the same things: to live freely, with dignity, and together with the people we love. She argues that the real problem doesn’t lie in our values, but in how some “storytellers” exploit our differences.
Another major divide runs along generational lines. “Only twenty years ago, we used to come home to our grandparents, who would ask how our day was and tell us what had happened in the neighborhood. That’s no longer the case,” says Slavkova. “Today’s children communicate more with their phones than with their grandparents. This breaks the thread not only of communication and experience-sharing, but also of passing on virtues and values.” In her view, each generation now lives in its own digital bubble – precisely when the need for intergenerational dialogue, active listening, and shared spaces is greater than ever.
Fear of the Unknown and Curiosity as a Value
Valeria Doicheva, Senior Expert on Development and Engagement at Lidl Bulgaria and Head of the company’s Diversity Programme, shares that for many people, rejection stems from unfamiliarity. When she first had to work with people with disabilities, she admits she felt fear—uncertainty about how to behave, what to say, what was “appropriate.” Gradually she realized that the fear came from ignorance, and that information is the key to understanding and acceptance. So she began to educate herself.
Valeria believes that instead of being forced to adopt “the right causes” from above, personal discovery is far more powerful. Curiosity about others—across ethnic, cultural, or social lines—opens doors that moralizing tones tend to close. Education, civic dialogue, and personal experience are therefore the best paths to inclusion. When you know someone’s story, it becomes much easier to connect. Curiosity, then, is the foundation of acceptance.
The Need for Leaders Who Believe in What They Say
“Role models are key,” says Doicheva. When a company stands behind leaders who genuinely embody certain values and gives them visibility through programmes, initiatives, and open spaces for dialogue, the topic reaches far more people. It’s important this happens organically—without pressure or obligation. Not everyone has to be a diversity expert: for some, inclusion comes naturally; for others, it’s a slower process. What matters most is conscious choice and the support of those for whom the value is already authentic.
Why the Topic Is Urgent
When we talk about diversity, acceptance, and turning toward others, we are addressing issues of high urgency—not only for moral reasons but also for economic ones, driven by Europe’s labour shortages. Doicheva notes that the refusal to engage in dialogue is a refusal of civility. “Today we can afford to speak about equality. But refusing to discuss these topics takes us backward in our evolution—it’s a voluntary rejection of civilization.” According to Slavkova, it is crucial to keep discussing diversity and inclusion, especially when global leaders are taking steps backward: “That must not be a signal that we can ignore these topics. If, at a moment like this, we lack stable and visible examples of leadership—particularly in business—we risk sliding backward just as we’ve begun to take hesitant steps forward.”
Diversity at Work: How Differences Make Us Stronger
An understanding that when we talk about differences, we’re not talking about problems it’s key—we’re talking about opportunities. This is the mantra that forward-thinking companies try to share with their teams. And while it can’t be imposed from above, diversity and inclusion today are not merely “soft skills” but strategic priorities for any business aiming to be sustainable and successful.
Many studies support this: according to a 2020 McKinsey & Company report, companies with more diverse management teams are up to 25% more likely to achieve above-average financial results. Another Cloverpop study shows that diverse and inclusive teams make better decisions faster and with fewer meetings, achieving up to 60% better outcomes.
What Can We Do?
Our differences make us stronger because they enrich how we solve problems and how we see the world and ourselves. Teams with diverse backgrounds, experiences, and ways of thinking make better decisions and adapt more quickly to change. In an environment where diversity is valued and encouraged, every contribution becomes a resource for learning, mutual enrichment, and sustainable success.
Here’s what we can do:
– Learn and be curious—because knowledge reduces fear.
– Meet people who are “different”—not out of obligation, but out of genuine interest.
– Maintain constant dialogue, including across generations.
– Cultivate curiosity—in our children and in ourselves.
If this topic interests you, learn more in the new episode of “21st Century Skills”, Lidl Bulgaria’s educational videocast.
About “21st Century Skills”
The “21st Century Skills” videocast continues Lidl Bulgaria’s successful internal training programme on personal, social, and civic competencies. It provides a platform for discussions on topics that are important for personal growth and development. The hosts, Aleksandrina Nikolova and Aleksandar Stoichkov, HR experts at Lidl, engage with specialists from various fields to explore current themes such as media literacy, personal branding on social networks, assertive communication, goal-setting, work-life balance, and more.
About the Guests
Luiza Slavkova – Chair of the Board of the Sofia Platform Foundation, an NGO dedicated to strengthening democratic political culture through civic education and dialogue. She graduated from the University of Cologne (with a degree in Political Science, Medieval and Modern History, American Literature) and has served as an advisor in the Cabinet of the Minister of Foreign Affairs of the Republic of Bulgaria.
Valeria Doicheva – Senior Expert on Development and Engagement at Lidl Bulgaria and Head of the company’s Diversity, Equality, and Inclusion programme. She holds a Master’s degree in Bulgarian Language and Literature from Sofia University, with several certifications in people management and inclusive environment building. She has HR experience across multiple industries.
About Lidl Bulgaria
Lidl is Europe’s largest grocery retail chain, part of the German Schwarz Gruppe, present in 31 countries. In Bulgaria, Lidl began operations in 2010 and today has 139 stores in 58 cities and over 4,000 employees. Thanks to its business model, broad product range with optimal price-quality balance, and numerous innovative practices, Lidl Bulgaria has established itself as a smart discounter—a company that operates responsibly, with care for its customers, employees, and partners.
