Ali is the founder of Creative Equals, now an award-winning organisation driving what she calls the new ROI: a ‘Return on Inclusion’. The team focuses on three key areas: inclusive cultures, inclusive marketing and inclusive communities, working with a stellar line up of the world’s leading brands, including Pepsico, Reckitt, ABI In-Bev, H&M Group, McDonald’s, Mars Wrigley and more. In her former life, she worked as a digital creative director in the advertising and marketing sector for 18 years on some of the world’s biggest brands at some of its leading agencies. Since 2016, the Creative Equals' team has always been an innovative leader in the space, launching the sector’s first accreditation, the Equality Standard, in 2017, a creative returner programme in 2018 and now a programme for Disabled Creatives in 2023.