Gap, other retailers in campaign to support store workers from abuse
A dozen retailers have teamed up on a program that encourages customers to show support for store workers in the face of abuse.
Lauching this fall, the Inclusive Retail campaign is a collaboration between Open to All and nonprofit partners Hollaback! and the Retail Industry Leaders Association. Corporate partners include Gap Inc., American Eagle Outfitters, Dick’s Sporting Goods, H&M, Michaels, Ralph Lauren, Sephora, Tiffany & Company. Ascena Retail, Capri Holdings and Movado Group.
“The pandemic has highlighted the invaluable role of frontline workers, who over the past year have kept the economy open at great personal risk,” said Calla Devlin Rongerude, director of Open to All, a nonprofit nondiscrimination coalition of businesses that have collaborated on training and hiring practices. “Our Inclusive Retail campaign works to make retail environments welcoming, safe and inclusive for employees as well as customers.”
The campaign comes as frontline store workers have been subject to verbal — and sometimes physical — abuse as they enforce social distancing and mask protocols, with the abuse often manifesting itself in racist or discriminatory ways.
“Retailers are seeing an alarming rise in discrimination where floor staff are being targeted for who they are when enforcing safety measures,” said Emily May, co-founder and executive director of Hollaback!, which designs and distributes trainings and campaigns against street harassment. “Given the rise in hate violence—which is at an all-time high—frontline workers are more vulnerable than ever.”
Rongerude noted that the campaign is not asking customers to step in to physically stop altercations, but rather to help de-escalate the situation and show support for workers.
The Inclusive Retail program offers resources and tool kits that empower customers to practice bystander intervention and effective “allyship” if they see an employee receiving unjust treatment from another customer.
Participating retailers will have signage in their stores with QR codes that will allow customers to sign a pledge of support affirming that they believe everyone — including employees, visitors, vendors, clients and other customers — should feel safe, respected and accepted regardless of who they are.
The program will also incorporate Sephora’s study on racial bias in retail, which found that one in five retail employees have personally experienced unfair treatment at their place of work, and an “Allyship and Advocacy” training video co-produced with Ralph Lauren.
As one of the Inclusive Retail program’s closest collaborators, and a founding member of Open to All, Gap has worked closely with Open to All and other partners to develop the strategy, resources and policies used to shape the new campaign. Chris Nelson, senior VP of asset protection at Gap Inc., told the Associated Press that the chain had seen a rise in aggression against store workers of color during the pandemic.
“Our purpose at Gap Inc. is to be Inclusive, by Design, and this comes to life by actively creating an environment where everyone is welcome,” he stated. “We believe that when you decide that inclusion isn’t optional, not only do the gaps between us close, but a whole new world of possibilities opens. We aspire to bring this to life in all of our stores and facilities, and for Gap Inc. to be known as a safe, inclusive place for all.”
Added RILA’s VP of corporate social responsibility Erin Hiatt: “Maintaining an environment where customers and employees feel safe certainly includes adhering to health guidance like PPE or distancing—but it also means cultivating spaces free from discrimination of any kind. These new toolkits developed by Open to All will be valuable resources to support the industry’s commitment to both.”