Victoria’s Secret Abandons DEI Goal for Focus on ‘Belonging’
In a significant shift in corporate strategy, Victoria’s Secret has decided to pivot away from its Diversity, Equity, and Inclusion (DEI) initiatives to focus on a more holistic approach centered around the concept of ‘belonging.’ This announcement came directly from Chief Executive Officer Hillary Super, who communicated the new direction to employees in a recent memo. The move reflects growing awareness within the company of the need to create an inclusive environment that fosters not just diversity but also a sense of belonging among its global workforce.
The fashion retailer, long known for its provocative marketing and iconic lingerie, has faced its share of criticism over the years. Questions surrounding body positivity, inclusivity, and representation have prompted the company to reevaluate its core values. As society increasingly prioritizes an inclusive culture in the workplace, organizations, particularly those in the retail and fashion sectors, are under pressure to adapt. With Super at the helm, Victoria’s Secret aims to meet this challenge head-on.
Super highlighted the importance of ensuring that the company’s global team is inclusive of a “wide range of backgrounds, experiences, and perspectives.” While this statement aligns closely with traditional DEI goals, the emphasis on ‘belonging’ marks a departure from merely ticking boxes for diversity metrics. The new approach aims to create a workplace where employees feel valued and integral to the company’s mission, rather than just participants in a diversity program.
This strategy resonates with a growing trend within corporate America. Organizations increasingly recognize that diversity alone is not sufficient. According to a report by McKinsey & Company, companies with greater diversity on their leadership teams are 25% more likely to experience above-average profitability. However, the same report also indicates that companies must ensure their culture supports these diverse teams to reap the benefits. The focus on belonging seeks to address this gap.
The shift towards belonging requires organizations to adopt a more nuanced understanding of what it means to be part of a team. It involves cultivating an environment where employees feel safe to express their authentic selves. For Victoria’s Secret, this might mean moving beyond the traditional metrics of hiring and promotion to include initiatives that promote psychological safety, community building, and shared values.
One potential avenue for Victoria’s Secret to explore is employee resource groups (ERGs). These groups provide a platform for employees from similar backgrounds to connect, share experiences, and support one another. Research indicates that organizations with active ERGs report higher levels of employee satisfaction and retention. By fostering these groups, Victoria’s Secret can not only enhance employee engagement but also gather insights that can inform broader business strategies.
Moreover, the focus on belonging can extend to customer interactions as well. As consumers become increasingly conscious of the brands they support, companies that prioritize inclusivity and belonging can differentiate themselves in a crowded marketplace. By aligning its corporate values with those of its customers, Victoria’s Secret can create deeper connections and drive brand loyalty. The company has the opportunity to engage customers through campaigns that celebrate diversity and foster a sense of community, thus reinforcing its commitment to belonging.
While this strategic pivot is commendable, it is not without its challenges. The fashion industry is notoriously fast-paced, and implementing a cultural shift requires time and resources. Employees may also have varying interpretations of what belonging entails, making it essential for leadership to communicate clearly and effectively. Regular training sessions, workshops, and open forums can help facilitate understanding and ensure that the concept resonates across all levels of the organization.
In conclusion, Victoria’s Secret’s decision to prioritize a focus on belonging over traditional DEI initiatives signals a progressive step toward creating a more inclusive workplace. By ensuring that employees feel valued and supported, the company positions itself not only as a leader in the retail industry but also as a responsible corporate citizen. The success of this initiative will largely depend on the company’s ability to translate these ideals into actionable strategies that resonate with both employees and customers alike.
As the retail landscape continues to evolve, the emphasis on belonging may well become a defining characteristic of successful organizations. For Victoria’s Secret, this shift could pave the way for a new era of engagement, loyalty, and ultimately, profitability.
diversity equity inclusion belonging retail industry workplace culture Victoria’s Secret