This PSFK guide is a DEI initiatives report to help businesses to take actionable steps to create a diverse, equitable & inclusive retail and brand experiences.
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 DEI initiatives 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.
Within this DEI initiatives report, the PSFK iQ research team has identified how retailers, businesses and creatives are authentically engaging their communities, and committing themselves to representing, uplifting and activating around BIPOC consumers year-round.
Experts in this video:
Alissa Allen, (Formerly) SVP, Strategy & Innovation, The Integer Group
Ron Thurston, Best Selling Author at of RETAIL PRIDE
Bonin Bough, Founder at Bonin Ventures
Felita Harris, Chief Strategy & Revenue Officer at Harlem’s Fashion Row
This DEI initiatives report was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen.
Pausing previously scheduled content and programming, brands are instead redirecting time and budgets toward collaborative community-building projects. As consumers take note of the companies providing measurable social impact, purpose-led brands will be top of mind post-pandemic.Community Platforms
Brands are building stronger communities by establishing digital and physical platforms and activations that help foster the relationship among customers and encourage participation, empowering consumers to co-create the rules and even inviting them into the R&D process. It includes hosting programmed events to build confidence in a purchase or product use in an engaging manner. It also includes peer-to-peer platforms where consumers can interact and exchange with each other.Driving Connection Through Values
In order to build a stronger emotional connection with consumers, brands are providing customers with tools and platforms to shape their values and incorporate them into daily life.
Streaming giant Netflix recently announced they would be creating a $100 million fund focused on outreach to underrepresented communities.Trader Joe's addresses diversity processes
Grocery chain Trader Joe’s is taking steps to improve their diversity initiatives.Sephora's commitment to inclusion expands to redesigned stores
As part of a comprehensive effort to address racial bias beauty retailer Sephora is updating their in-store operations.Black creatives at Bombas produce new collection
Bombas is celebrating the Black community this Black History Month.