With ongoing controversy and White House executive orders regarding corporate Diversity, Equity, and Inclusion (DEI) initiatives, some brands and retailers are reviewing their hiring, culture, and business practices to decide how to move forward in 2025.
Many DEI concepts and practices are objectively good for business. There are benefits to DEI that extend to strengthening workplace culture, attracting applicants, improving morale and motivation, and ultimately helping the entire organization.
Weaving inclusivity into the heart of your business
Your brand’s principles should be apparent in every aspect of your business. Your customers, suppliers, other stakeholders, and the public should see how these values make your brand better for all.
Here are some best practices to help you get started:
Increase participation and inclusion without necessarily naming ‘DEI’ in your communications
Mirroring society’s diversity is a great goal. As markets such as the US become increasingly diverse, reflecting this diversity in your workforce and leadership allows your company to better understand and more effectively empathize with your customers. And for fashion brands that want to be on the cutting edge of what customers want, knowing their consumers is absolutely essential. Despite myriad controversies surrounding the term “DEI”, principles of fairness and inclusivity are widely popular among the American public. Explore ways to make your business accessible and respectful of all people — it will go a long way towards building goodwill and a more inclusive brand.
Get strategic
As it is with any other consideration concerning planning and operations, your brand’s leadership should be involved in planning and promoting inclusivity. As McKinsey notes, these initiatives need support from the top in order to be successful. Use a strategic framework to understand inclusion. It can help your organization develop goals that meaningfully link back to desired outcomes. For example, your consumers’ demographics are a good indicator of the perspectives you’ll need in your organization, and often a reflection of hiring needs in leadership. The fashion industry’s C-Suite has long been called out for its sparse headcount of female leaders, for example, despite the fact that women make up the majority of professionals across numerous roles in the industry.
Speak to legal experts
As DEI rules and regulations evolve, be sure to consult with legal specialists to ensure your DEI strategy and HR practices maintain compliance. This will allow your teams to appropriately contextualize DEI within your brand and develop the right messaging.
Return to your brand story
DEI has to be more than lip service. Your inclusion strategies have to mesh with your brand’s mission, vision, and brand story too. As such, consider avoiding implementing new practices without first exploring their “why” — this will help ensure relevance and help you win over people who might be reluctant about DEI.
Demonstrate a Win-Win Advantage for All
To drive change in your brand, remember to show how progress can benefit everyone. One of the best responses to skepticism is to demonstrate the value of inclusivity. How are these practices benefitting everyone at your brand? Your customers? Your suppliers? Communicate these wins. Demonstrate how inclusivity and fairness can produce rewards across your organization.
