Julija Markeliūnė is a passionate advocate for Diversity, Equity, and Inclusion (DEI), currently serving as the Diversity & Inclusion Manager at Telia Lithuania. Her mission is to build a workplace that truly welcomes diversity, ensuring that employees from all backgrounds feel a sense of belonging, respect, and encouragement to engage, contribute, grow, and lead.
Interviewer: Hello, Julija! Thank you for joining us today. We’re excited to hear your insights and experiences in the field of DEI. To start, could you share a bit about your personal background and what initially motivated you to advocate for Diversity, Equity, and Inclusion (DEI)? Were there specific experiences or events in your life that significantly influenced your commitment to this cause? Are there particular experiences that have shaped your work and vision for DEI? Please share any personal experiences that have changed your perspective.
Julija: Growing up in Šiauliai, a city that wasn’t particularly welcoming to diversity back when, I became aware of the challenges surrounding inclusion from a young age. One moment that really stuck with me was during history class when we studied the letters of Grand Duke Gediminas. In those letters, he invited people from different nations to come and live in Vilnius, recognizing even back then how vital diversity was to building successful cities. I got sad - if this was understood so many centuries ago, why was it that, in my own city, any foreigner still felt like a curiosity, stared at as something out of the ordinary?
Years later, when I had the chance to live in New York City, during a casual subway ride, I found myself in a car filled with almost all possible etnic groups: a Jewish man, a Latino woman, myself, and many more people of different backgrounds - all sharing the same space, smiling at one another. It was such an amazing example of how beautiful diversity can be.
That experience deeply touched me and sparked a desire to bring that same sense of inclusion back to Lithuania. I realized that DEI is about creating spaces where everyone can feel they belong, and differences are not only accepted but celebrated. That’s what motivates me to advocate for diversity, equity, and inclusion today.
Interviewer: You’ve taken on a significant role as the Diversity & Inclusion Manager at Telia Lithuania. Could you tell us about the company’s DEI initiatives and the areas you’re focusing on? What are some of the biggest challenges you face in advancing DEI within the organization?
Julija: I work as the Diversity Manager, a role that’s still quite rare in Lithuania, where it’s not common for companies to have someone fully dedicated to DEI on a full-time basis.
At Telia we have all the necessary documentation and policies in place that reinforce our commitment to inclusion, including a zero-tolerance policy for any form of discrimination based on personal identities. But beyond policies, we’re focused on creating real, meaningful change.
Given how broad diversity is, we’ve chosen to focus on four main areas where we believe we can make the biggest impact: age diversity, gender balance, inclusion of people with disabilities, and supporting LGBTQI community. These focus areas reflect both the challenges we see within our company and the wider society, and they allow us to channel our efforts in a way that’s purposeful and effective.
One of the biggest challenges we face is that DEI is still a developing concept in Lithuania. Sometimes, it's about helping people understand that diversity isn’t just a checkbox - it’s about building stronger, more innovative, and inclusive workplaces. Other times, it is about convincing colleagues that diversity isn't just nice to have, and social responsibility, but that it also is a business topic. Changing mindsets takes time, but every small shift counts.
Interviewer: While companies play a crucial role in fostering DEI, government policies can provide essential support. In your opinion, what role should government policies play in promoting diversity and inclusion? Are there any successful international policies that Lithuania could adopt?
Julija: I believe government policies play a crucial role in setting the foundation for meaningful progress in DEI. While companies and individuals can drive change from within, it’s often government frameworks that create the necessary environment for DEI to truly flourish. Policies can help standardize practices, ensure accountability, and most importantly, protect the rights of underrepresented groups.
One key area where government policies can make a significant impact is through anti-discrimination laws that are clear, enforceable, and comprehensive - covering not only race, gender, and age but also disability, sexual orientation, and other identities. Incentives for businesses to implement inclusive hiring practices, such as tax breaks or grants, can also encourage more companies to actively participate in DEI efforts.
Looking at other countries, there are some great examples of successful policies that could be adapted locally. For instance, the mandatory quotas for gender diversity on corporate boards, which is proven to significantly increase female representation in leadership roles.
Interviewer: How important is education in empowering marginalized groups, and how can businesses and educational institutions better support this? Are there particular skills or resources you believe are essential for preparing underrepresented groups for success?
Julija: Education is key in empowering marginalized groups, but it’s also vital in shifting perspectives on diversity. Often, we fear what we don’t understand, and in the DEI space, this fear can create resistance. If we want people to truly embrace diversity and inclusion, we need to show them that diversity isn’t about “others” or “outsiders” - it’s about all of us. Everyone benefits from a more inclusive society. The people we may perceive as "different" are, at their core, just like „us“ with unique experiences to share.
I think, that one of the most effective ways to break down these barriers is through storytelling. Real stories, shared in authentic ways, help people connect on an emotional level and see a person behind the labels. When we hear from others, especially those from marginalized groups, it’s easier to see the common ground we share. That’s why businesses and educational institutions must create platforms for these voices to be heard.
To prepare underrepresented groups for success, businesses and educational institutions must provide not only the technical skills but also the social capital and networking opportunities that are often lacking. Beyond just teaching the necessary hard skills, they can help students or employees build confidence and navigate environments where they might feel marginalized.
Interviewer : How do societal attitudes and media representations impact equality in this space? What actions can be taken to address and counter existing stereotypes? What steps could be implemented to make business networks more inclusive and accessible?
Julija: Societal attitudes and media representations have a profound impact on equality. When people from marginalized groups see themselves reflected in media in authentic, diverse ways, it fosters a sense of belonging. Representation is crucial – if you don’t see people who look like you in movies, commercials, or even toy lines, it sends the message that you don’t belong. That’s why initiatives like the Barbie doll in a wheelchair are so powerful. It’s not just a toy; it’s a statement that people with disabilities are there in everyday life, and they deserve representation.
Similarly, including more diverse people in movie scripts or portraying them in leading roles not only makes these groups visible but also challenges the limited narratives that often surround them. As example when we see a character in a wheelchair laughing, falling in love, or saving the day, instead of being showed struggling, sad or sick it normalizes disability and broadens the way how society see this group of people. Representation in the media does more than entertain - it shapes perceptions, educates, and creates the possibility for change.
Businesses can also play a pivotal role in breaking stereotypes and raising awareness. Lets take Telia‘s Christmas campaigns, we have highlighted people with disabilities for two years in a row. While it’s powerful to bring visibility to these groups, it was important for us to go beyond tokenism. In creating those campaigns, we worked closely with individuals from the disability community to ensure that the portrayal was authentic and meaningful. By involving people from the communities themselves, we were able to ensure that their stories were told with respect and depth, rather than merely checking a box. This approach sparks important conversations, encourages empathy, and sets an example for other businesses to follow.
To address and counter existing stereotypes, it’s essential for both media creators and businesses to actively make space for diverse voices and experiences. More representation leads to more awareness, which in turn breaks down stereotypes.
Interviewer: Could you share any DEI initiatives at Telia that you are particularly proud of?
Julija: I’m incredibly proud that we are very consistant in supporting social topics. I firmly believe that, especially on these topics, it’s crucial to have ongoing efforts rather than one-time initiatives. Since 2019, we’ve actively participated in Pride events, not only that, we keep changing our logo to the rainbow flag during Pride month, even though it’s always the most controversial post of the year, and we receive plenty of backlash. But we stand strong. We keep the logo because we know that members of the LGBTQ+ community face hate every single day.
Our consistency also extends to our work with other marginalized communities, like people with visual impairments. After our Christmas campaign, we reinforced our commitment to the visually impaired by installing a tactile pathway in our main office, ensuring that we’re ready to hire visually impaired colleagues. We’ve also made improvements to both our online services and physical stores to make them more accessible.
Additionally, we’ve ensured that all content we create includes audio description for those with visual impairments. Our colleagues were so passionate about this that they even voluntarily created the logo for it, which is now used beyond the company in all content which has audio description.
Internally, we’ve also made important changes. We updated our collective agreement to ensure same-sex couples receive the same benefits as others.
It’s not always easy, but we believe in being consistent and authentic in our support for all communities, both inside and outside the organization. This is something we’ll continue to do – standing firm in our commitments to equality and inclusivity.
Interviewer: What advice would you give to young DEI activists? What wishes do you have for the students participating in the DEI4SME hackathon?
Julija: My advice to young DEI activists is to stay strong and not back down when advocating for DEI. It can be challenging, and there will be moments of doubt, but don’t hesitate to speak up. And remember, diversity alone is not enough - inclusion is just as crucial. True progress happens when diverse individuals are fully included and supported in every aspect. One of my biggest mistakes early on was expecting fast results and measurable outcomes. DEI work is a marathon, not a sprint, and the impact often takes time to manifest. So, be patient, stay focused, and know that every step forward counts.
