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To our ShopStyle community,
We planned to update you all about our ongoing diversity and inclusion efforts, but first, we want to acknowledge the recent violence and hate crimes impacting our Asian-American and Pacific Islander (AAPI) communities. We would like to reiterate our support for the Stop Asian Hate movement.
Here are two nonprofit organizations working to combat violence and racism. Learn more and support:
Stop AAPI Hate tracks and responds to incidents of hate, violence, harassment, discrimination, shunning, and child bullying against the AAPI community in California and across the U.S.
Hate Is A Virus works to amplify, educate and activate the AAPI community and allies to stand for justice and equality through awareness, education and informed action.
Offering Financial Support: In addition to the personal commitment of many ShopStyle teammates to support causes with time and donations, our parent company Rakuten has made a donation to each of these four organizations to advance their missions:
Next, as we continue to forge a path forward towards increased representation of BIPOC, AAPI, Latinx and LGBTQIA+ groups, we have updates to share about the inclusion initiatives we introduced in 2020:
Diversifying Our Influencer Network: - We set a minimum requirement of 40% of BIPOC, AAPI, Latinx and LGBTQIA+ creator representation in all campaign proposals, resulting in 80% of executed campaigns achieving that goal.
Integrating Diversity and Inclusion into Marketing and Creative Execution: - More than 50% of the imagery in our marketing collateral features Non-White models, achieving a goal we set for ourselves last July.
- We curated a series of campaigns featuring BIPOC, AAPI, Latinx and LGBTQIA+ designers and brands across ShopStyle and ShopStyle Collective. We ran eleven of these dedicated campaigns in 2020, and we continue to run them this year.
While we were able to make an impact in some areas, we had our share of learning moments where we plan to improve:
Talent Acquisition: - We identified areas to improve in our overall hiring process. For instance, we needed to focus on having our candidate pool be more representative and educating our employees on unconscious bias. Changing this was a slower process than we originally anticipated.
- So far, we expanded our job postings to more sites and organizations to help attract a wider range of candidates.
- In 2021, we will launch a new career page with resources for ensuring a fair and transparent application and interview process.
Influencer Representation: - We held three influencer roundtables to hear from our community about how ShopStyle Collective can be a better partner, support system and resource to BIPOC creators.
- We heard that we need to be better at ensuring representation of BIPOC, AAPI, Latinx and LGBTQIA+ in our campaigns while avoiding tokenism.
Bring On More Diverse-Led Businesses: - Identified a shortfall of representation for Black-Owned merchants on our platforms and began the process to rectify that shortage.
- We spoke with 148 Black-Owned brands and onboarded eight to our platforms. We are working to bring on more brands with an accelerated process this year.
Diversity and inclusion is part of ShopStyle’s DNA and we vow to carry forward with this focus in 2021 and beyond. ShopStyle Collective’s mission statement and values were expanded to include advocacy and inclusivity as a core part of our everyday work.
When we are successful, you will see greater inclusion in our everyday practices and across all reflections of the ShopStyle brand, workplace, business practices and influencer landscape.
We hope that this gives you a glimpse into the myriad of ways we are committed to making a difference within our company and beyond. We plan to provide updates on our progress twice a year.
Thank you for your continued support,
Lindsay and Alison
General Managers
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