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Embracing A Diverse Consumer

In response to a nationwide movement that saw consumers joining together and corporate America pledging millions in support of racial justice, brands and retailers are now being held accountable for their diversity, equality and inclusion initiatives. Beyond a social post or one-off campaign, consumers’ expectation for inclusivity runs deeper, spanning the entire retail experience—from a company’s internal practices, to its store environment, the products it stocks, the vendors it carries, and how it’s supporting its communities. While the first step was taking an internal audit and setting goals, consumers are now expecting to see results, and are calling on retailers to be transparent in how their promises are being applied to internal and external processes to create measured change. 

Within this report, the PSFK Labs team has identified how retailers, businesses and creatives are authenticity engaging their communities, and committing themselves to representing, uplifting and activating around BIPOC consumers year-round. Learn about the actionable consumer-facing and internal steps that businesses are taking to better connect with both new and existing consumers, and visibly demonstrate that all consumers are equally valued. And gain insight into how both established retailers and emerging brands are addressing processes, redesigning stores, and taking care to ensure the right voices are being included, heard and uplifted at every level and every stage of retail, as they use their resources and influence to address racial justice in impactful ways. 

Published March, 2021