Belonging beyond labels: rethinking identity, affinity and connection
Dayana Kibilds, AVP, Marketing & Community at SimpsonScarborough and Tracy Playle, CEO of Pickle Jar Communications and founder of ContentEd
What does it really mean to create belonging in education?
Too often, well-intentioned strategies group people into fixed identity categories. But what if this approach is doing more harm than good? What if, instead of creating connection, it reinforces distance?
In this opening fireside chat, Tracy Playle is joined by Day Kibilds to explore the difference between identity and affinity, and why that distinction matters for anyone working in content, communications, and marketing across the education sector.
Drawing on personal perspectives and professional insights, this conversation will challenge common assumptions about representation, segmentation, and inclusion. Together, they will unpack how identity is complex, fluid, and deeply personal, and why reducing people to categories can undermine the very sense of belonging we are trying to build.
You’ll be invited to reflect on how your own work might unintentionally objectify the people you’re trying to reach, and what a more human, nuanced approach could look like in practice.
This session sets the tone for the conference, opening up space for more honest, thoughtful conversations about what belonging really requires.
Key takeaways
Understand why identity and affinity are not the same, and why that matters in your work
Recognise how traditional audience segmentation can unintentionally exclude
Rethink how you approach representation in content and campaigns
Explore more human, flexible ways to build belonging through your work
About Dayana
Day is the Associate Vice President of Marketing and Community at SimpsonScarborough, where she brings higher education professionals together for shared ideas, sharper thinking, and braver work.
For nearly two decades, she has led award-winning work with institutions around the world. An international keynote speaker and bestselling author of Mailed It!, Day is known for turning complexity into clarity and helping teams move from insight to action.
She teaches and shares her work widely, through workshops and courses, her volunteer roles with Council for Advancement and Support of Education, Digital Collegium, and American Marketing Association, and her weekly newsletter, You Ask, Day Answers.
About Tracy
Tracy Playle is the founder of ContentEd and CEO of Pickle Jar Communications, a specialist agency helping universities improve their content strategy, governance, and performance.
With over 20 years’ experience in higher education, she works with institutions around the world to create clearer, more effective digital content that meets user needs. Tracy is also an ICF-credentialed coach and a regular speaker on content strategy, leadership, and the future of digital in higher education.