Taking Care of Our Communities: Diversity and Inclusion
This fall, Nordstrom was featured in a video produced by nonprofit Changing the Face of Beauty on the importance of including people with disabilities in marketing and advertising.
"Besides being the right thing to do, it's also a good business decision," Katie Driscoll, founder and president of Changing the Face of Beauty, said. "People with disabilities are the largest minority in the world but yet are the least seen in media. That’s a large part of the population advertisers aren’t even trying to sell to."
The video, which will be shown in high schools and college across the country with an accompanying educational curriculum, discusses the impact advertising messages have on those they communicate to – and the impact on those who are often excluded.
In just three years, Changing the Face of Beauty has accomplished great things. Through their work, more than 100 companies have committed to include models with disabilities in their advertising. They also helped to put the first woman with Down syndrome, Jamie Brewer, on the runway at New York Fashion Week in 2015.
At Nordstrom, we have a long history of incorporating diversity of all kinds into our marketing, because we think it’s important to reflect the diverse customers and communities we serve. We began casting models with disabilities in 1991, and they’ve been included in some of our biggest catalogs of the year, including those for our Anniversary Sale and for Holiday.
We've gotten a lot of positive feedback from both our customers and our employees, as they let us know that they're really happy to be able to see themselves in our marketing. We've had individuals with disabilities, as well as their parents, siblings and friends reach out to let us know how much it means to them to be able to see models they could relate to. Many of the models we’ve worked with have been featured in related news stories, and they’ve been able to tell their personal stories and increase awareness for some of the challenges they’ve faced throughout their lives.
"For us, being an inclusive place to work and shop is simply an extension of our commitment to service," Erik Nordstrom, co-president of Nordstrom, said. "We work to incorporate it into everything we do – from our business practices across the company, to the relationships we build and the products and services we offer. We're proud to be part of Changing the Face of Beauty and support the important work they're doing."