{"id":6541,"date":"2022-06-22T15:51:19","date_gmt":"2022-06-22T19:51:19","guid":{"rendered":"https:\/\/thediversitymovement.com\/?p=6541"},"modified":"2023-12-11T15:15:53","modified_gmt":"2023-12-11T20:15:53","slug":"inclusive-language-the-retail-industry-customer-service","status":"publish","type":"post","link":"https:\/\/thediversitymovement.com\/inclusive-language-the-retail-industry-customer-service\/","title":{"rendered":"Inclusive Language in the Retail Industry: Customer Service and More"},"content":{"rendered":"<p><button id=\"listenButton1\" class=\"responsivevoice-button\" type=\"button\" value=\"Play\" title=\"ResponsiveVoice Tap to Start\/Stop Speech\"><span>&#128266; Listen to this article<\/span><\/button>\n        <script>\n            listenButton1.onclick = function(){\n                if(responsiveVoice.isPlaying()){\n                    responsiveVoice.cancel();\n                }else{\n                    responsiveVoice.speak(\"Business leaders know that communication is essential to success. You might take time to polish your presentations and sales pitches, but what about your everyday conversations? And what about the rest of your staff? All these casual interactions can say a lot about company culture. In fact, the words you choose can make or break your business, especially in the retail industry. Inclusive language can help you attract customers, build consumer loyalty, increase brand awareness, and retain talented employees. Knowing how to communicate in a welcoming and respectful way is an essential skill for every member of your organization \u2013 from CEO to sales associate.\u00a0 Inclusive language and customer service power retail success Inclusive language reflects an openness toward other people\u2019s differences. It means knowing how to speak respectfully of other cultures, communities, identities, experiences, and backgrounds. The right words make people feel welcome and respected, and because of this, inclusive language will help you attract, serve, and keep your customers. Retail customers have lots of choices, from Amazon to the neighborhood boutique. When shoppers feel welcome and respected, they will choose your business over and over. But success doesn\u2019t stop with one happy customer. Word-of-mouth advertising and 5-star social media reviews have exponential benefits for online retailers and brick-and-mortar shops alike. In this way, a service-minded culture can give you a long-term competitive edge.\u00a0 \u201cCustomer experience and service are the only real competitive advantages for online or store-based brands,\u201d says Phil Kowalcyk, a retail and consumer products consultant.\u00a0 \u201cRetail is about welcoming people and making them feel they want to be part of your business.\u00a0 The primary way we welcome people is grounded in the language we use, so getting educated on inclusive language is a game-changer for retailers,\u201d adds Kowalcyk, who has served as president or CEO of three major retail brands: L\u2019Or\u00e9al\/Body Shop, J. Jill, and The Robert Allen Group. Successful retailers know that the products they sell, where they sell them, who does the selling, and how they advertise must all be designed with diversity and inclusion in mind. Word choice is an essential element of this mix. In short, choosing the right words helps retailers reach a bigger market and build loyal customer relationships.\u00a0 Inclusive language requires practice Putting inclusive language into practice is just that \u2013 practice. Some words and phrases are so ingrained that it\u2019s difficult to break the habit of using them, even though you know there are better, more inclusive choices. For those in customer service, \u201cma\u2019am\u201d and \u201csir\u201d are two of those problematic responses. Especially if you were raised in or transplanted to the South, it\u2019s difficult to stop saying \u201cThank you, ma\u2019am\u201d and \u201cYes, sir.\u201d\u00a0\u00a0 \u201cBecause you grow up saying, \u2018Hello ma\u2019am\u2019 or \u2018Thank you, sir,\u2019 not saying that feels like there\u2019s something missing,\u201d says Dr. Dana Riger, Clinical Assistant Professor of Human Development & Family Studies at the University of North Carolina at Chapel Hill.\u00a0 To break the habit, she suggests practicing responses that fill the now-empty space where your brain wants to put gendered forms of address. Instead of saying, \u201cThank you, sir,\u201d you can say, \u201cThank you so much. Have a great day.\u201d Or instead of saying, \u201cYes, ma\u2019am,\u201d say, \u201cYes, indeed.\u201d \u201cIf we\u2019re going to change the culture around gender assumptions or inclusivity, there are going to be some growing pains,\u201d she says. Don\u2019t be afraid of making mistakes In fact, even the best-intentioned speaker will make mistakes. When they happen, admit the mistake, apologize, correct yourself, and move on.\u00a0 Kerry Andolina, head of human resources and global diversity at Comme des Gar\u00e7ons\/Dover Street Market, says there were common mistakes as her organization launched its recent focus on inclusive language. \u201c\u2018Hi, guys\u2019 has been a struggle across the board,\u201d she says. \u201cAt first, I could see \u2018they\/them\u2019 was a struggle for a lot of people, especially if they didn\u2019t have associates before that identified as they\/them, and they needed to practice.\u201d Inclusive language awareness at Dover Street Market, a global luxury retail brand, has been a journey, Andolina says. The organization had offered DEI training for managers for years and assumed that the information was being passed along to associates. When a recent assessment showed that wasn\u2019t happening in a meaningful way, Dover Street revamped its DEI training program. \u201cWe needed to take a step back and also talk to managers about how they approach these conversations with their staff,\u201d she says. \u201cAs we continue as leaders in the company to show our commitment and our stance behind inclusive language, everyone else is also being much more intentional about it.\u201d Among the changes have been company-wide presentations and targeted training, which have raised awareness about inclusive language.\u00a0 \u201cWe\\'re not always going to have the answer, and what works now might not work in the future,\u201d\u00a0 Andolina says. \u201cI have a couple of employees and their pronouns are \u2018they\/them.\u2019 If you do slip and you say \u2018he\u2019 or \u2018she,\u2019 acknowledge it, and catch yourself in the moment instead of trying to gloss over it. A big part of the learning and the discovery here is to acknowledge the slip-up or mistake, and try to do better next time.\u201d Six practical language guidelines for the retail industry An intentional focus on language, a willingness to practice, and the courage to learn from mistakes will help any team become more comfortable using inclusive language. Here are a few more practical tips: Drop gendered language. To avoid misgendering your customers, avoid all gender-specific greetings, such as \u201cladies\u201d and\u00a0 \u201cgentlemen,\u201d and use \u201ceveryone\u201d or \u201cyou all\u201d instead.\u00a0 Examine your product descriptions. Language choices could reveal bias about the end-consumer. Men wear makeup and nail polish. Women use grills and play video games. LGBTQ+ couples create wedding registries and buy matching sets of pajamas, coffee mugs, and so much more. Using gender-free terms not only makes all people feel welcome and included but also expands your market reach.\u00a0 Avoid culturally-specific figures of speech that customers who don\u2019t speak English may find difficult to understand.\u00a0 Always explain jargon. Terms like \u201cout of stock, \u201cback ordered,\u201d and \u201ccontactless payment\u201d may feel commonplace to you, but could leave your customers confused and feeling excluded. Insist on digital accessibility for your website, mobile app, and any other digital systems, processes, or tools. Test your content using the Flesch-Kincaid readability test to make sure customers of all reading levels are included.\u00a0 Accept diverse body types. Pay attention to the words you\u2019re using to describe people\u2019s bodies, like \u201cplus size\u201d \u201cjunior,\u201d and \u201cskinny mirror,\u201d and work toward more body-positive terminology that rejects the idea of some bodies being \u201cnormal\u201d and others being abnormal.\u00a0 When cultures mix, respectful communication is vital Because Dover Street Market is a world-wide brand, there are also cultural differences to consider. There is no uniform policy on standards of communication. Instead, everyone is encouraged to be mindful of cultural nuances and to extend understanding and grace when interacting with colleagues from other cultures.\u00a0 For example, a prime office spot in the United States would be seen as less prestigious in Japan, where work culture is quite different. \u201cI was moving our desks around in the office, and a couple of people were so excited, because they were going to have a window seat,\u201d Andolina says. \u201cOur vice president said, \u2018Do you know what they call that in Japan? They\\'re referred to as \u201cwindow workers.\u201d\u2019 They put their least performing people next to the windows, because they know all they\\'re going to do is gaze out the window all day long, and not get work done.\u201d She has also heard executives visiting from France casually ask someone their nationality. Where were they born? What are their origins? These questions are seen as commonplace in places outside the U.S., Andolina says, like making a remark about the weather. When this happens, corrections are made smoothly and without fuss.\u00a0 \u201cIn the U.S., people aren\\'t going to appreciate those questions,\u201d she says \u201cThey might be okay with it, but you\\'re risking that they\\'re not going to be okay with it. And as an executive, you need to not ask those questions.\u201d Brand reputation and customer loyalty As well as using inclusive language in conversation, it\u2019s also important to be inclusive in any written communication. Because marketing and advertising last longer and reach more than one person, an organization\u2019s brand needs to reflect its commitment to diversity and inclusion. Retailers that use inclusive language in their corporate communications signal to consumers that they are committed to DEI values. This is increasingly important as a growing number of consumers are choosing to shop with retailers that acknowledge their personal identities and actively support social causes that promote diversity, equity, inclusion, and accessibility. In fact, in a recent survey from McKinsey, two out of three Americans said their social values now shape their shopping choices.\u00a0 While not a retailer per se,\u00a0 MasterCard\u2019s True Name program shows that language choices matter. MasterCard allows people who are transgender or nonbinary to use their chosen name on their credit card, even before they have changed their name legally. When companies support their customers\\' identities in respectful ways like this, they can build brand reputation and customer loyalty. Bottom-line benefits: happiness, retention, and one person\u2019s story about leaving and returning In addition to the benefits listed so far, making inclusive language a priority has other advantages. Beyond client experience, customer loyalty, and brand reputation, the practice can encourage an inclusive company culture. Implementing inclusive language practices \u2013 along with other DEI strategies \u2013 help retailers hire and keep talented employees.\u00a0 At Dover Street Market, Andolina says the company\u2019s annual survey showed improvements in employee retention and satisfaction. These happy employees were more productive and better able to serve customers. \u201cEmployees in general are saying that they are happier here at work and feel like they can be their authentic selves,\u201d she says. \u201cThe direct impact of them feeling comfortable, wanting to come to work, feeling like they have allies here within the company, they\\'re then ultimately putting their best foot forward to our clients and our vendors. That impacts our sales and how well we do.\u201d As an example, Andolina relates an incident involving a store manager who resigned, shifting to another fashion company that offered more money and a promotion. \u201cHe was there for three days, and he called and asked for a meeting,\u201d she says. \u201cWe met for coffee, and he said, \u2018Dover Street Market is truly the only company I\\'ve worked in within the fashion industry where I could be my true self and it was okay. And I didn\\'t have to hide something about myself. I didn\\'t have to change the way I dressed. I didn\\'t have to be ashamed that I was a Black man in fashion.\u2019 \u201cHe asked if he could come back. He returned within only a couple of days of leaving the company.\u201d\u00a0 This anecdote shows that the inclusive company culture at Dover Street Market is nothing new. Also baked into the company culture is the realization that DEI is a journey, and there are always ways to get better, like focusing on inclusive language. \u201cIn the past year, we\\'ve really been able to see how focusing on this can impact our company as a whole,\u201d Andolina says. \u201cWe are back to doing our pre-pandemic numbers in terms of sales, and I do attribute it to our staff really wanting to be here, wanting to be happy, wanting to see a company succeed that stands behind them.\u201d At Dover Street Market, inclusive language has improved company culture, employee retention, and customer satisfaction. And, results like these aren\u2019t unusual. If you could use some help making your language more inclusive, be one of the first to order our book on the topic: The Inclusive Language Handbook: A Guide to Better Communication and Transformational Leadership. Amber Keister\u00a0is a Content Writer and Editor at The Diversity Movement. She has spent more than 20 years as a journalist for publications throughout the South. Connect with her on\u00a0Linkedin.\", \"US English Male\");\n                }\n            };\n        <\/script>\n    <\/br><br \/>\n<span style=\"font-weight: 400;\">Business leaders know that communication is essential to success. You might take time to polish your presentations and sales pitches, but what about your everyday conversations? And what about the rest of your staff? All these casual interactions can say a lot about company culture.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, the words you choose can make or break your business, especially in the retail industry. Inclusive language can help you attract customers, build consumer loyalty, increase brand awareness, and retain talented employees. Knowing how to communicate in a welcoming and respectful way is an essential skill for every member of your organization \u2013 from CEO to sales associate.\u00a0<\/span><\/p>\n<h3>Inclusive language and customer service power retail success<\/h3>\n<p><span style=\"font-weight: 400;\">Inclusive language reflects an openness toward other people\u2019s differences. It means knowing how to speak respectfully of other cultures, communities, identities, experiences, and backgrounds. The right words make people feel welcome and respected, and because of this, inclusive language will help you attract, serve, and keep your customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Retail customers have lots of choices, from Amazon to the neighborhood boutique. When shoppers feel welcome and respected, they will choose your business over and over. But success doesn\u2019t stop with one happy customer. Word-of-mouth advertising and 5-star social media reviews have exponential benefits for online retailers and brick-and-mortar shops alike.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this way, a service-minded culture can give you a long-term competitive edge.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cCustomer experience and service are the only real competitive advantages for online or store-based brands,\u201d says <\/span><a href=\"https:\/\/www.linkedin.com\/in\/philip-kowalczyk\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Phil Kowalcyk<\/span><\/a><span style=\"font-weight: 400;\">, a retail and consumer products consultant.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cRetail is about welcoming people and making them feel they want to be part of your business.\u00a0 The primary way we welcome people is grounded in the language we use, so getting educated on inclusive language is a game-changer for retailers,\u201d adds Kowalcyk, who has served as president or CEO of three major retail brands: L\u2019Or\u00e9al\/Body Shop, J. Jill, and The Robert Allen Group.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Successful retailers know that the products they sell, where they sell them, who does the selling, and how they advertise must all be designed with diversity and inclusion in mind. Word choice is an essential element of this mix. In short, choosing the right words helps retailers reach a bigger market and build loyal customer relationships.\u00a0<\/span><\/p>\n<h3>Inclusive language requires practice<\/h3>\n<p><span style=\"font-weight: 400;\">Putting inclusive language into practice is just that \u2013 practice. Some words and phrases are so ingrained that it\u2019s difficult to break the habit of using them, even though you know there are better, more inclusive choices.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For those in customer service, \u201cma\u2019am\u201d and \u201csir\u201d are two of those problematic responses. Especially if you were raised in or transplanted to the South, it\u2019s difficult to stop saying \u201cThank you, ma\u2019am\u201d and \u201cYes, sir.\u201d\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cBecause you grow up saying, \u2018Hello ma\u2019am\u2019 or \u2018Thank you, sir,\u2019 not saying that feels like there\u2019s something missing,\u201d says <\/span><a href=\"https:\/\/ed.unc.edu\/people\/dana-riger\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Dr. Dana Riger,<\/span><\/a><span style=\"font-weight: 400;\"> Clinical Assistant Professor of Human Development &amp; Family Studies at the University of North Carolina at Chapel Hill.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To break the habit, she suggests practicing responses that fill the now-empty space where your brain wants to put gendered forms of address. Instead of saying, \u201cThank you, sir,\u201d you can say, \u201cThank you so much. Have a great day.\u201d Or instead of saying, \u201cYes, ma\u2019am,\u201d say, \u201cYes, indeed.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIf we\u2019re going to change the culture around gender assumptions or inclusivity, there are going to be some growing pains,\u201d she says.<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-8876 size-large lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-1024x341.png\" alt=\"TDM Library: your one-stop-shop for update, expert DEI Resources. Explore the platform with a free trial. Click here to learn more.\" width=\"1024\" height=\"341\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-1024x341.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-600x200.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-300x100.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-768x256.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/341;\" \/><\/a><\/p>\n<h3>Don\u2019t be afraid of making mistakes<\/h3>\n<p><span style=\"font-weight: 400;\">In fact, even the best-intentioned speaker will make mistakes. When they happen, admit the mistake, apologize, correct yourself, and move on.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/andolinak\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Kerry <\/span><span style=\"font-weight: 400;\">Andolina<\/span><span style=\"font-weight: 400;\">,<\/span><\/a><span style=\"font-weight: 400;\"> head of human resources and global diversity at Comme des Gar\u00e7ons\/Dover Street Market, says there were common mistakes as her organization launched its recent focus on inclusive language.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201c\u2018Hi, guys\u2019 has been a struggle across the board,\u201d she says. \u201cAt first, I could see \u2018they\/them\u2019 was a struggle for a lot of people, especially if they didn\u2019t have associates before that identified as they\/them, and they needed to practice.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inclusive language awareness at Dover Street Market, a global luxury retail brand, has been a journey, Andolina says. The organization had offered DEI training for managers for years and assumed that the information was being passed along to associates. When a recent assessment showed that wasn\u2019t happening in a meaningful way, Dover Street revamped its DEI training program.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe needed to take a step back and also talk to managers about how they approach these conversations with their staff,\u201d she says. \u201cAs we continue as leaders in the company to show our commitment and our stance behind inclusive language, everyone else is also being much more intentional about it.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Among the changes have been company-wide presentations and targeted training, which have raised awareness about inclusive language.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe&#8217;re not always going to have the answer, and what works now might not work in the future,\u201d\u00a0 Andolina says. \u201cI have a couple of employees and their pronouns are \u2018they\/them.\u2019 If you do slip and you say \u2018he\u2019 or \u2018she,\u2019 acknowledge it, and catch yourself in the moment instead of trying to gloss over it. A big part of the learning and the discovery here is to acknowledge the slip-up or mistake, and try to do better next time.\u201d<\/span><\/p>\n<h3>Six practical language guidelines for the retail industry<\/h3>\n<p><span style=\"font-weight: 400;\">An intentional focus on language, a willingness to practice, and the courage to learn from mistakes will help any team become more comfortable using inclusive language. Here are a few more practical tips:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Drop gendered language.<\/b><span style=\"font-weight: 400;\"> To avoid misgendering your customers, avoid all gender-specific greetings, such as \u201cladies\u201d and\u00a0 \u201cgentlemen,\u201d and use \u201ceveryone\u201d or \u201cyou all\u201d instead.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Examine your product descriptions.<\/b><span style=\"font-weight: 400;\"> Language choices could reveal bias about the end-consumer. Men wear makeup and nail polish. Women use grills and play video games. LGBTQ+ couples create wedding registries and buy matching sets of pajamas, coffee mugs, and so much more. Using gender-free terms not only makes all people feel welcome and included but also expands your market reach.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Avoid culturally-specific figures of speech<\/b><span style=\"font-weight: 400;\"> that customers who don\u2019t speak English may find difficult to understand.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Always explain jargon.<\/b><span style=\"font-weight: 400;\"> Terms like \u201cout of stock, \u201cback ordered,\u201d and \u201ccontactless payment\u201d may feel commonplace to you, but could leave your customers confused and feeling excluded.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Insist on digital accessibility<\/b><span style=\"font-weight: 400;\"> for your website, mobile app, and any other digital systems, processes, or tools. <\/span><span style=\"font-weight: 400;\">Test your content using the <\/span><a href=\"https:\/\/www.webfx.com\/tools\/read-able\/flesch-kincaid.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Flesch-Kincaid readability test<\/span><\/a><span style=\"font-weight: 400;\"> to make sure customers of all reading levels are included.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Accept diverse body types. <\/b><span style=\"font-weight: 400;\">Pay attention to the words you\u2019re using to describe people\u2019s bodies, like \u201cplus size\u201d \u201cjunior,\u201d and \u201cskinny mirror,\u201d and work toward more body-positive terminology that rejects the idea of some bodies being \u201cnormal\u201d and others being abnormal.\u00a0<\/span><\/li>\n<\/ol>\n<p><a href=\"https:\/\/theinclusivelanguagehandbook.com\/?utm_source=blog-ad&amp;utm_medium=banner&amp;utm_campaign=tilh-launch\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-6166 size-full lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2020\/09\/TILH-Ad.png\" alt=\"ad featuring the inclusive language handbook cover\" width=\"1200\" height=\"400\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2020\/09\/TILH-Ad.png 1200w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2020\/09\/TILH-Ad-600x200.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2020\/09\/TILH-Ad-300x100.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2020\/09\/TILH-Ad-1024x341.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2020\/09\/TILH-Ad-768x256.png 768w\" data-sizes=\"(max-width: 1200px) 100vw, 1200px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1200px; --smush-placeholder-aspect-ratio: 1200\/400;\" \/><\/a><\/p>\n<h3>When cultures mix, respectful communication is vital<\/h3>\n<p><span style=\"font-weight: 400;\">Because Dover Street Market is a world-wide brand, there are also cultural differences to consider. There is no uniform policy on standards of communication. Instead, everyone is encouraged to be mindful of cultural nuances and to extend understanding and grace when interacting with colleagues from other cultures.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, a prime office spot in the United States would be seen as less prestigious in Japan, where work culture is quite different.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI was moving our desks around in the office, and a couple of people were so excited, because they were going to have a window seat,\u201d Andolina says. \u201cOur vice president said, \u2018Do you know what they call that in Japan? They&#8217;re referred to as \u201cwindow workers.\u201d\u2019 They put their least performing people next to the windows, because they know all they&#8217;re going to do is gaze out the window all day long, and not get work done.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">She has also heard executives visiting from France casually ask someone their nationality. Where were they born? What are their origins? These questions are seen as commonplace in places outside the U.S., Andolina says, like making a remark about the weather. When this happens, corrections are made smoothly and without fuss.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIn the U.S., people aren&#8217;t going to appreciate those questions,\u201d she says \u201cThey might be okay with it, but you&#8217;re risking that they&#8217;re <\/span><i><span style=\"font-weight: 400;\">not <\/span><\/i><span style=\"font-weight: 400;\">going to be okay with it. And as an executive, you need to not ask those questions.\u201d<\/span><\/p>\n<h3>Brand reputation and customer loyalty<\/h3>\n<p><span style=\"font-weight: 400;\">As well as using inclusive language in conversation, it\u2019s also important to be inclusive in any written communication. Because marketing and advertising last longer and reach more than one person, an organization\u2019s brand needs to reflect its commitment to diversity and inclusion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Retailers that use inclusive language in their corporate communications signal to consumers that they are committed to DEI values. This is increasingly important as a growing number of consumers are choosing to shop with retailers that acknowledge their personal identities and actively support social causes that promote diversity, equity, inclusion, and accessibility.<\/span> <span style=\"font-weight: 400;\">In fact, in a recent survey from McKinsey, two out of three Americans said their <\/span><a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/the-rise-of-the-inclusive-consumer\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">social values now shape their shopping choices<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While not a retailer per se,\u00a0 <\/span><a href=\"https:\/\/www.mastercard.us\/en-us\/vision\/who-we-are\/pride.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">MasterCard\u2019s True Name<\/span><\/a><span style=\"font-weight: 400;\"> program shows that language choices matter. MasterCard allows people who are transgender or nonbinary to use their chosen name on their credit card, even before they have changed their name legally. When companies support their customers&#8217; identities in respectful ways like this, they can build brand reputation and customer loyalty.<\/span><\/p>\n<h3>Bottom-line benefits: happiness, retention, and one person\u2019s story about leaving and returning<\/h3>\n<p><span style=\"font-weight: 400;\">In addition to the benefits listed so far, making inclusive language a priority has other advantages. Beyond client experience, customer loyalty, and brand reputation, the practice can encourage an inclusive company culture. Implementing inclusive language practices \u2013 along with other DEI strategies \u2013 help retailers hire and keep talented employees.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Dover Street Market, Andolina says the company\u2019s annual survey showed improvements in employee retention and satisfaction. These happy employees were more productive and better able to serve customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEmployees in general are saying that they are happier here at work and feel like they can be their authentic selves,\u201d she says. \u201cThe direct impact of them feeling comfortable, wanting to come to work, feeling like they have allies here within the company, they&#8217;re then ultimately putting their best foot forward to our clients and our vendors. That impacts our sales and how well we do.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As an example, Andolina relates an incident involving a store manager who resigned, shifting to another fashion company that offered more money and a promotion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cHe was there for three days, and he called and asked for a meeting,\u201d she says.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe met for coffee, and he said, \u2018Dover Street Market is truly the only company I&#8217;ve worked in within the fashion industry where I could be my true self and it was okay. And I didn&#8217;t have to hide something about myself. I didn&#8217;t have to change the way I dressed. I didn&#8217;t have to be ashamed that I was a Black man in fashion.\u2019<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cHe asked if he could come back. He returned within only a couple of days of leaving the company.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This anecdote shows that the inclusive company culture at Dover Street Market is nothing new. Also baked into the company culture is the realization that DEI is a journey, and there are always ways to get better, like focusing on inclusive language.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIn the past year, we&#8217;ve really been able to see how focusing on this can impact our company as a whole,\u201d Andolina says. \u201cWe are back to doing our pre-pandemic numbers in terms of sales, and I do attribute it to our staff really wanting to be here, wanting to be happy, wanting to see a company succeed that stands behind them.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Dover Street Market, inclusive language has improved company culture, employee retention, and customer satisfaction. And, results like these aren\u2019t unusual. If you could use some help making your language more inclusive, be one of the first to order our book on the topic: <\/span><a href=\"http:\/\/theinclusivelanguagehandbook.com\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">The Inclusive Language Handbook: A Guide to Better Communication and Transformational Leadership<\/span><\/i><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone size-large wp-image-8041 lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-1024x85.png\" alt=\"Display ad for TDM Library. Text says &quot;Find more content like this in TDM Library. Start my free trial&quot;\" width=\"1024\" height=\"85\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-1024x85.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-600x50.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-300x25.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-768x64.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/85;\" \/><\/a><\/p>\n<p><b data-stringify-type=\"bold\"><i data-stringify-type=\"italic\"><a class=\"c-link\" tabindex=\"-1\" href=\"https:\/\/thediversitymovement.com\/team\/amber-keister\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-stringify-link=\"https:\/\/thediversitymovement.com\/team\/amber-keister\/\" data-sk=\"tooltip_parent\" data-remove-tab-index=\"true\">Amber Keister<\/a><\/i><\/b><b data-stringify-type=\"bold\"><i data-stringify-type=\"italic\">\u00a0<\/i><\/b><i data-stringify-type=\"italic\">is a Content Writer and Editor at The Diversity Movement. She has spent more than 20 years as a journalist for publications throughout the South. Connect with her on\u00a0<\/i><i data-stringify-type=\"italic\"><a class=\"c-link\" tabindex=\"-1\" href=\"https:\/\/www.linkedin.com\/in\/amberkeister\" target=\"_blank\" rel=\"noopener noreferrer\" data-stringify-link=\"https:\/\/www.linkedin.com\/in\/amberkeister\" data-sk=\"tooltip_parent\" data-remove-tab-index=\"true\">Linkedin<\/a><\/i><i data-stringify-type=\"italic\">.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Business leaders know that communication is essential to success. You might take time to polish your presentations and sales pitches, but what about your everyday conversations? And what about the15<\/p>\n","protected":false},"author":2,"featured_media":6542,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[67,58,5],"tags":[],"tdm_type":[92],"class_list":["post-6541","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inclusive-language-communication","category-trends-industry-insights","category-blogs","tdm_type-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Inclusive Language in the Retail Industry: Customer Service and More - The Diversity Movement<\/title>\n<meta name=\"description\" content=\"An intentional focus on language, a willingness to practice, and the courage to learn from mistakes will help any team become more comfortable using inclusive language.\" \/>\n<meta name=\"robots\" content=\"index, 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