Diversity, equity & inclusion, or DE&I, is critical to the success of retailers today. From workplace policies to marketing campaigns, nearly every decision or action a company makes today must consider DE&I principles.
The good news is that many retailers are taking action: 74% of retail organizations indicated in a recent survey that they are focused on improving diversity and inclusion across their business. By nature, many of these efforts are more than skin deep, concerning hiring practices, executive team makeup, pay parity, and other operational policies that customers don’t necessarily “see” from day-to-day.
While external efforts like developing inclusive products or using diverse models in advertising are rooted in internal values, consumers are increasingly looking for the full picture of a company’s DE&I efforts. With that, here are some ways to pull back the curtain and bring customers into your organization’s DE&I journey.
1. State your position
If your company is committed to hiring more women, people of color, or other individuals from underrepresented groups, make those goals public. Whether they are listed on a website or communicated via a blog and social media, be up-front with DE&I goals.
Then, share your strategy for achieving them, such as adapting hiring policies to generate a more diverse candidate pool. Finally, be transparent about where you are today. Consumes know that DE&I is a journey, and don’t expect every brand to be perfect. What they do expect is for retailers to acknowledge where there’s still progress to be made.
2. Report on progress
From adopting a new DE&I goal to reaching a milestone, it’s important to demonstrate progress to your customers. While a full social responsibility report isn’t necessary for many small or medium size retailers, merchants should regularly report on their progress (or lack thereof).
This could be in an email newsletter, as part of a printed mailer, in a special section of your website, or on a blog. The process of reporting demonstrates to stakeholders that DE&I is top of mind, and that goals are not static proclamations, but true guideposts to achieving greater diversity.
3. Uplift voices
Approaches to DE&I should be framed as ongoing conversations, not static policies. This often involves creating forums in which different individuals and groups can share their experiences and provide advice. The best intentions can fall flat if they don’t include a diversity of perspectives. For example, the creative team behind a marketing campaign should be composed of, or advised by, diverse and inclusive minds if it is to be authentic to DE&I principles.
This also involves uplifting the voices of employees, partners, customers, and the communities in which your business operations. Create a dialogue with them about DE&I, and then learn from it as you evolve as a more equitable and inclusive organization.
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