In today's business world, inclusivity is more than just a trending topic—it’s a vital strategy for sustainable success. An area that’s often overlooked, however, is how businesses can better serve the big body community. Joan Denizot, a prominent voice on this issue, advocates for companies to move beyond superficial gestures and implement concrete steps that create meaningful experiences. With nearly one-third of Americans identifying within this demographic, the financial and ethical benefits of catering to this audience are clear. The following strategies will help businesses create a more welcoming environment, ultimately boosting retention, increasing loyalty, and enhancing profitability.
1. Increase Customer Retention Through Thoughtful Inclusivity
Customer retention is one of the most important metrics for business growth, and it’s particularly effective in the big body community when customers feel acknowledged and respected. Often, big-bodied customers encounter environments that don’t account for their needs, leading to negative experiences. A common example might be tight seating arrangements in restaurants, inaccessible fitting rooms, or even a lack of diversity in store mannequins.
Businesses that take the time to understand these needs and address them can create a positive and memorable experience that encourages repeat visits. For instance, offering wider, more comfortable seating, adjusting counter heights, and ensuring employees are trained in inclusive language can all contribute to a welcoming atmosphere. When customers feel that a business has gone the extra mile to ensure their comfort, they’re more likely to return and even spread the word, creating a natural, positive impact on brand image.
2. Treating Customers with Respect Justifies Premium Pricing
Today’s consumers are not only driven by price; they also value positive experiences and are willing to pay a premium when treated with dignity and respect. For the big body community, inclusive and thoughtful service is particularly meaningful, as many members of this group have encountered dismissive attitudes or even outright exclusion. Businesses that prioritize respect and empathy in their interactions can charge higher prices because customers perceive added value in being treated well.
Consider how a fitness center could set itself apart by offering equipment and classes designed to be accessible to people of all body types. If members of the big body community feel embraced and empowered, they are likely to be willing to invest more in memberships or premium services. By aligning company culture and policies to emphasize respect for all customers, businesses not only attract a loyal customer base but also create opportunities for increased revenue.
3. Balancing Profit with a People-Centered Approach
Many successful companies have found a sweet spot where they balance profit with people-centered practices. When a business genuinely values inclusivity, this doesn’t just translate into good public relations; it can lead to tangible financial benefits. In the big body community, which represents millions of potential customers, businesses can build loyalty and trust by creating spaces and products that don’t just cater to “average” or “standard” sizes.
This approach involves changing the mindset of the entire organization. For instance, a retail chain might consider not just offering a wider range of sizes but training staff to assist customers of all body types without judgment. This shift in philosophy doesn’t just bring in new customers; it also retains them, as they feel seen, respected, and supported in an environment that values more than just profit.
4. Explore Low and No-Cost Opportunities for Inclusion
A common misconception is that inclusivity requires a large budget. While some changes may involve investment, many low-cost or no-cost initiatives can make a significant impact. For instance, updating marketing materials to include people of all body types or creating social media campaigns that celebrate body diversity can be done at little to no cost. Similarly, adjusting customer service practices—such as training staff to engage respectfully with people of all sizes—can create a welcoming atmosphere without requiring a financial outlay.
Another effective low-cost strategy is to use inclusive language on websites, in emails, and on store signage. Businesses could also consider inviting feedback from the big body community, showing that they are open to making adjustments based on real customer input. These small changes send a powerful message: everyone is welcome, and everyone deserves to be treated with respect.
5. Building Body Inclusion Strategies for a Lasting Impact
A holistic approach to body inclusivity requires more than just isolated gestures; it demands a commitment to integrating inclusivity into the very fabric of business practices. Creating a body inclusion strategy can be transformative, as it helps companies design products, spaces, and services that work for a broader audience. For instance, a clothing retailer might prioritize sizing diversity, ensuring that the entire size range is available in-store rather than online only. A restaurant chain could invest in larger seating options to accommodate various body types comfortably.
Body inclusion strategies should also be customer-driven. Businesses can conduct focus groups or surveys to understand the specific needs of the big body community. By involving customers in the conversation, companies show that they’re not just guessing but actively listening to their needs. This approach can also reveal previously unrecognized gaps in service, giving the business an opportunity to innovate and stand out.
6. Embracing a Philosophy Shift: Inclusivity as a Core Value
One-time changes or token gestures won’t have a lasting impact unless they’re backed by a deeper shift in company philosophy. Inclusivity needs to be embedded into the organizational culture, from the C-suite to the storefront. When inclusivity is part of a company’s core values, it influences every decision, from product design to customer interactions.
For example, a company that prioritizes body inclusivity might ensure that all employees understand the importance of treating every customer with respect and empathy. This could involve anti-bias training and workshops that reinforce the value of seeing each customer as a valued individual. By making inclusivity a foundational part of the business, companies foster a culture of acceptance that resonates not only with the big body community but with all customers.
7. Recognizing Body Discrimination Laws and Upholding Dignity
As awareness of body discrimination grows, so do legal protections against it. Businesses are not only morally obligated to prevent discrimination—they are increasingly bound by law to do so. Establishing clear anti-discrimination policies and training employees to follow these guidelines helps businesses stay compliant while also creating a respectful environment for customers.
This approach isn’t just about legal compliance; it’s a commitment to treating every individual with dignity. By building a company culture that values everyone equally, businesses can avoid the risk of legal repercussions while simultaneously fostering a reputation as a brand that genuinely cares for its customers.
8. Dignity-Driven Customer Experience as a Brand Differentiator
Dignity should be at the heart of every customer interaction. For the big body community, dignity often means being treated without assumptions or stereotypes. Businesses can differentiate themselves by creating experiences that empower rather than judge. Simple acts—like maintaining eye contact, listening attentively, and engaging customers with genuine interest—can profoundly affect how customers feel about a brand.
When customers leave with a sense of being seen and valued, they’re more likely to return and recommend the business to others. Dignity-driven customer experience not only fosters loyalty but also sets businesses apart as leaders in inclusivity.
Businesses today have the unique opportunity to make a difference by championing inclusivity and treating everyBODY with respect. By implementing thoughtful changes, developing long-term strategies, and prioritizing dignity in every interaction, companies can create a welcoming environment that appeals to all customers. This approach not only builds brand loyalty but also drives profits, proving that inclusivity is not only the right thing to do but a smart business move.
