As consumer expectations evolve, businesses need to stay attuned to diverse customer needs, particularly those of the big body community. This community, representing a significant portion of the population, faces frequent body discrimination, which is increasingly recognized in law. Businesses today have a unique opportunity to embrace this community and drive retention and loyalty by implementing inclusion-focused strategies. Here are actionable solutions businesses can adopt to better serve the big body community while balancing profit, inclusivity, and integrity.
1. Establish a Philosophy Rooted in Dignity and Inclusivity
Creating a company philosophy that respects and celebrates body diversity begins at the top. Leaders can set the tone by ensuring that inclusivity and dignity are core values, reflected in the company’s mission statement and brand image. Establishing these principles:
- Encourages Company-Wide Commitment: When leaders openly prioritize inclusivity, it filters down to every employee, shaping a customer-first mindset and encouraging everyone to contribute to a supportive environment.
- Improves Retention: Customers who feel valued, safe, and included are more likely to return, helping businesses increase loyalty and customer retention.
- Reduces Legal Risks: As body discrimination becomes legally recognized, having a philosophy that prioritizes inclusivity and respect helps prevent legal and reputational risks.
To further reinforce these values, businesses can incorporate body-diverse imagery in their marketing, showing the public they’re committed to representing all body types.
2. Body Inclusion Strategies: Building Welcoming Spaces
Physical inclusivity is crucial to accommodating diverse bodies and enhancing comfort for all customers. While some changes may seem minor, they profoundly impact how welcome people feel. Here are ways to design inclusive spaces:
- Comfortable Seating Options: Ensure that seating in stores, offices, or waiting areas is accessible to everyone. Sturdy, armless chairs are often preferable for the big body community, as they are accommodating and ensure everyone has a place to sit comfortably.
- Accessible Spaces: Make aisles, hallways, and restrooms spacious enough for customers of all body sizes to navigate comfortably.
- Inclusive Apparel Choices: For retailers, expanding clothing lines to include a variety of sizes reflects a commitment to inclusivity. For non-retailers, it’s also helpful to offer uniforms or merchandise in a range of sizes for employees and volunteers.
- Body-Positive Language in Communication: Train staff to be mindful of language, using terms that are respectful and inclusive. For example, focus on service and assistance rather than appearance-based comments.
These adjustments require attention but are often low-cost and offer lasting benefits for customers. When spaces feel more accessible, customers are more likely to return and even share their positive experiences, helping attract a broader customer base.
3. Balancing Profit and People: A Win-Win Strategy
Businesses are naturally profit-driven, but incorporating a strong commitment to people doesn’t mean sacrificing profits—on the contrary, it often enhances them. By ensuring every customer feels respected and included, companies can build loyalty, which directly impacts revenue.
- People Will Pay a Premium When Treated Well: Research shows that customers who experience high-quality service are willing to pay a premium. People are increasingly discerning about where they spend their money, choosing companies that demonstrate respect and inclusivity.
- Increased Customer Retention: Retaining customers is far less expensive than acquiring new ones, and a focus on respect and dignity for all body types encourages people to return.
- Positive Brand Reputation: An inclusive brand image not only attracts the big body community but also appeals to consumers who prioritize equity and fairness, expanding the business’s reach.
Balancing people and profit means more than simple financial gain; it creates a community of loyal customers who view the business as more than just a transaction. It’s a partnership built on respect and shared values.
4. Low and No-Cost Opportunities for Inclusion
One of the biggest misconceptions about inclusivity is that it requires major investment. In reality, many impactful changes are low-cost or even free, making them accessible to businesses of any size. Here are some budget-friendly ideas:
- Staff Training in Body Positivity: Implementing basic training sessions on body positivity and inclusivity helps employees interact respectfully with customers of all body types. Training can include language use, understanding common challenges faced by the big body community, and fostering empathy.
- Diverse Marketing Materials: Revamping marketing images to feature body diversity doesn’t require extensive investment but sends a powerful message of inclusivity.
- Feedback Loops: Establishing avenues for customer feedback, such as surveys or suggestion boxes, gives customers a platform to voice their experiences and suggestions. It allows the business to continuously adapt to meet diverse needs.
When businesses utilize low and no-cost solutions, they show their commitment to serving the community authentically and earn customer trust without significant financial burdens.
5. Shifting Company Philosophy for Long-Term Change
True inclusivity requires more than surface-level changes—it calls for a transformation of a company’s philosophy. Building a brand that respects and serves all body types starts with a values-driven approach, embedding inclusivity into the core of the business. Here’s how companies can create lasting change:
- Establish Anti-Discrimination Policies: Implement policies that explicitly address body discrimination, creating a safe and supportive environment for customers and employees alike.
- Set Measurable Inclusivity Goals: Track progress in areas like customer satisfaction, retention, and feedback specific to body inclusivity. Set goals that hold the business accountable and demonstrate commitment.
- Encourage Continuous Education: A company that regularly educates its employees on body positivity and inclusivity is better positioned to adapt to cultural shifts and legal developments, remaining a trusted space for customers.
Changing a company’s philosophy doesn’t happen overnight, but businesses that take these steps gain a competitive advantage by appealing to consumers who value integrity, fairness, and inclusivity.
The Missed Opportunity: One-Third of Americans Are Underserved
With one-third of Americans identifying as big-bodied, businesses that overlook inclusivity are missing out on a substantial customer base. This oversight translates into both missed revenue and a lack of connection with a large, loyal market segment. By consciously creating an inclusive environment, businesses can tap into a significant source of support and patronage, building a brand that truly stands out.
Adapting to the Times: Body Discrimination is Now Recognized by Law
With growing legal recognition of body discrimination, businesses that don’t adapt may face reputational or legal repercussions. As inclusivity and diversity become increasingly critical in the public eye, companies that fail to accommodate diverse body types could find themselves out of step with societal expectations and legal standards. Forward-thinking businesses are staying ahead of these trends, recognizing the importance of building a culture of respect for all customers.
Conclusion: Embracing the Big Body Community is a Pathway to Growth
In a world where consumers are increasingly selective about the brands they support, businesses that adopt inclusive practices have a distinct advantage. By prioritizing the dignity and comfort of every customer, businesses not only enhance customer loyalty but also build a brand rooted in integrity and empathy. Through thoughtful strategies that balance profit with people, offer low-cost adjustments, and establish an inclusive philosophy, companies can create a space where everyone feels welcome.
The big body community isn’t just a market segment—it’s a powerful reminder of the values that today’s consumers hold dear. By stepping up to meet these expectations, businesses can drive both growth and meaningful change, benefiting themselves and the broader community.
