Walpole: What does your role entail, and how long have you been doing it?
Wayne Bruce: Since 2019 I’ve been leading internal and external communications across Bentley’s world markets, together with a brilliant team. We devote equal resource to our colleague as well as public audiences as both are just as important. Earlier this year, Diversity & Inclusion also came under our remit with a new and cross-functional organisation placed at the heart of the company. The restructure is helping to speed the roll out of Bentley’s EDI strategy which is focused on recruitment, retention, development and most importantly belonging for which we’ve launched #BelongingAtBentley.
What’s your career background and what makes you passionate about what you do?
I’ve always loved cars and knew from a very early age that I just wanted to work in a car company, but I didn’t know how or doing what. By a sequence of lucky coincidences, I landed a junior job at a car magazine. And then, on a launch, I was offered a job in the PR department of Volkswagen UK. That was over 25 years ago. Since then I’ve been privileged to work for volume, premium and luxury car companies and on a UK, European and global basis.
Bentley Motors has always been my dream company and every day I thank my lucky stars to have ended up here. I can’t recommend it enough as an employer. It’s the perfect size, not too big and not too small. We are winning on our journey to be the world’s most sustainable luxury car company, making Bentley relevant for its next 100 years. Aside from the regional offices, everything is sited at our Crewe campus where we’re one big happy family. And that’s before you consider the specialness of the products that we create. As I often repeat, if one must work for a living, please try to do something one enjoys. Or else it’s such a waste of life. And of course, one puts so much more into the job, too.
How has your sexuality and/or gender identity been a source of strength on your journey into your sector?
I like to think it’s been irrelevant – I am what I am, as the song goes. And I’m either good at the job or I’m not, which has nothing to do with my sexuality. Indeed, I remember taking one of the first steps on Bentley’s EDI journey by persuading the Board to sponsor our local Pride event. I didn’t want them to think I was doing it for personal motives. I was doing it because I thought it was the right thing to do, for the Crewe community as well as for our colleagues. My husband, though, is my main source of strength.
Have you ever faced negativity towards your sexual orientation within your career – and, if so, what effect did that experience have on you?
Only once that I’m aware of – which feels remarkable given how long I’ve been around! I remember clearly being on a launch soon after I’d started at Volkswagen and I overheard some journalists talking in the bar about me. One of them said: “he’s a poof, you know.” To which they all laughed. I felt sick and it explained their reluctance to speak to me. But I resolved to ignore it, get on with the job and help them realise that I could be useful – which they did. After all, I managed the press fleet amongst other things so if they wanted a car it was me they had to talk to.
Moving jobs frequently, of course you have to build new relationships and gain stakeholders’ respect each time. Having the confidence to be yourself, hopefully in an environment that encourages it, is the quickest and best route.
Do you think attitudes towards the LGBTQ+ community have shifted in your time in the
industry?
Oh yes. Attitudes to any minority have shifted in the main along with those of wider society, thank goodness. Some people don’t accept us (or maybe just don’t understand), but there are only a few – and with education, I hope they are becoming fewer.
We are so lucky to work in the UK. In my role, I travel to countries where being gay is not accepted. It always makes me feel very uncomfortable when I'm in a place where I can’t be me, but I can get on a plane and fly back to a safe home unlike those of our community who have to live there.
What’s a significant obstacle for members of the LGBTQ+ community in the workplace that you feel isn’t talked about enough - and why is it important to highlight?
I can only speak of my workplace where there aren’t any obstacles – if I’m wrong in that, please let me know –, other than a perception from some that we have over communicated on our LGBTQ+ activities. Quantitatively we haven’t. It’s just that those activities are, by definition, louder and more colourful than others so have been noticed more. Not such a bad thing, perhaps.
Is there any policy work that needs doing to evolve and ensure workplaces are more inclusive to LGBTQ+ people?
We could all use more inclusive language. I wince every time I get asked about my wife – although that happens less frequently than being called Bruce rather than Wayne! But, again, it comes down to education. We can all say the wrong thing. Usually it’s just out of clumsiness. Because I can’t believe that anyone really wants to do another human intentional harm. And once explained, we never say it again. I was told by a colleague that she found me saying “ladies and gentlemen” non-inclusive when I opened a conference on stage. Because the word lady, for her, harked back to an age when women were seen as subservient to men. So, ever since then, I say “Bentley colleagues” instead.
Is there a person in your industry or sector from the LGBTQ+ community who inspires you or has helped you on your journey?
Yes, Matt Bishop the author, F1 commentator and a true PR guru. I first worked with him at Car magazine and then again at McLaren. Never shy, never retiring and always a genius.
What career advice do you have for younger members of the LGBTQ+ community who are
entering your industry?
Please, please don’t be scared to come out. This can feel daunting in a work environment, but my advice is to start by talking about your life outside work to a trusted friend in the office and let the ‘news’ spread organically – you don't need to call a meeting or enter the office to a Kylie medley (although you could, of course!). Chances are your colleagues have sensed anyway and won’t care – they’d rather you be you. That’ll also make you happier at work and more productive, too.
What does Pride in the workplace mean to you?
Doing the very best job I can. I don’t need my boss to tell me: “well done, Wayne”. I know that in myself, which makes me my harshest critic.
