Why VF Corp’s DE&I exec says retailers need to prioritize diversity, inclusion, and equity

Last week, we took a look at one of the key panel discussions at Etail West in Palm Springs, California, that delved into the many creative ways retailers approach personalized product merchandising to convert shoppers for their online businesses.

This week, we have highlights from another important conversation that took place at the weeklong e-commerce event in February. In a one-on-one chat between Retail Brew and Lauren Guthrie, VP of global inclusion, diversity, equity and action, for VF Corp, we discussed how companies can prioritize DE&I efforts.

Guthrie provided an overview of how she leads these efforts and initiatives at VF while also talking about the importance of leadership advocacy, data, and equity-focused strategies in realizing these goals.

Here are our top takeaways:

On educating and training staff to be DE&I focused

We have a huge focus on listening efforts. We have ongoing training that’s developed in real time, both in response to events happening in the world, which there are many, and listening to our folks. We teach them how to lean in and ask questions, how to hold space for their people in real time, to ensure that there’s a place for them to live in the workplace…It’s an ongoing education.

Then, our employee resource peers are an incredibly important part of how these things are created and really play out on behalf of associates. We also have communities that were formed to show support, where people can come together. My team helps facilitate them, giving them structure, and helps them think strategically.

On the importance of leadership advocacy

I think it’s about advising the action, and advising a real commitment that’s built into the system’s infrastructure. So really, it’s up to all of us, regardless of what the leaders champion. It’s up to the individuals to continue to be able to progress forward. It’s up to brands to recognize that they can use all the power that they have…to thrive and push diversity and be thoughtful about it. It’s about recognizing what it requires for you to support every organization internally.

On leveraging data

I think the first place is to start looking at the demographics, however you choose to define that, like your consumer versus your internal associate population. That’s the first place to start. The second place to start is to look at the population of your leadership versus the population of your entire workforce. That will often tell you the story, and then you can use that data to form focus groups that can help you to start working on the policies based on the gaps that exist. The data won’t lie to you and tell if there’s an opportunity to improve and help your organization’s conditions figure out the best way to do that, like through internal action…data is incredibly important in this world. I encourage anyone [working in retail] to create the right accountability group. It's a small step that you can build on momentum and progress. The data will tell you where there are the greatest opportunities.