Walmart has been in favor of gender diversity and seeks to hire new employees through an advertisement with the representative colors of the LGBT.
The retail companies They are shown as essential for the daily life of millions of consumers around the world, who are committed to visiting these places with a wide variety of products to satisfy their daily needs, such as food, cleaning their home, purchasing of electronic devices, among endless other opportunities to explore.
Among these brands there are some that have managed to dominate Internet users due to their presence in the digital world; however, those that are present in physical stores are still showing their relevance. According to the graph of Statistical where it shows the most valuable retail companies in the world during 2021 by brand value, amazon was found in first place with 683,852 million dollars, in second Alibaba with 196,912 million, in third the home depot with 70,552 million, Walmart in fourth with 59,522 million, JD with 44,516 million, Costco with 35,137 million, among other well-known stores such as Ikea, eBayLowe’s, among others.
Retail trade brands that are developed in the physical world have managed to remain in the mind of the consumer for various reasons, including the strategic location of their branches, their characteristic self-service and other marketing strategies that have allowed them to adapt to the needs of today’s consumer, both in terms of product and image.
Walmart is one of the companies that has been shown inclusive in his different opportunities, as he does well when he hires employees with some physical disabilities (like that deaf employee who had no difficulties in showing how to carry out a good service); However, she has also shown her support in the LGBT community by opening the doors to this sector so that they can work in their branches, which she has shown on this occasion through a characteristic sign.
Thanks Walmart for pleasing the youngsters pic.twitter.com/diMPE4QQRA
— smoochies (@PabloHacheEse) February 27, 2022
Walmart was shown recruiting new employees belonging to the community LGBT with a sign showing the characteristic colors of the movement’s rainbow, demonstrating the position of the brand before this community, once again seeing itself as inclusive in various aspects and thus improving its image perception before the market (for some).
Nowadays, brands must be particularly careful when showing their position before current social movements (on this occasion, the expansion of the LGBT community), since this can represent advantages and disadvantages when presenting your position.
Although the community LGBT has been present for decades, they have come a long way for these to be “accepted” in society and by companies (labourly speaking). According to a survey conducted by OCCWorld on discrimination in the world of workamong the main reasons for which an employee can be discriminated against is their physical appearance, their gender, sexual orientation, disability and socioeconomic status, demonstrating that, even today, proclaiming oneself in favor of LGBT may not be well received by a considerable part of society.
In contrast, a McKinsey study shows that those Business with equipment “diverse” can be up to 25 percent more profitable compared to those that do not promote this type of organizational culture, this being a good opportunity to explore if we seek to increase the productivity of a company.
More and more brands are in favor of being in favor of the community LGBT and improve its image in the perception of the consumer and the employee (mainly the younger one) through different initiatives, both internal and external.
An example of this can be found with Starbucks employees who are properly prepared to avoid entering into an image crisis when addressing a person from the LGBT community, betting on using inclusive language on some occasions, demonstrating a good organizational culture that would benefit your employees and customers.
Those brands that are in favor of inclusion have an opportunity to improve their position in the mind of the consumer.
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