Superfeet Diversity, Equity & Inclusion Update

Posted in: Company News
Superfeet Diversity, Equity & Inclusion Update

Every long, hard journey starts with a few first steps. As an organization, we’ve taken several steps that will only result in improvements for all. While we are aware there’s still a lot of work to do, today we are sharing updates we’ve made on the road to making Superfeet a better organization for all, and our plans for the future.

Here’s what we’ve done so far:

  • At the start of 2019, Superfeet established a team focused on Diversity, Equity, and Inclusion (DEI). Today, the cross-departmental team’s mission is to align awareness and education with targeted action to help change the conversation and provide all people fair opportunities.
  • Our DEI team joined forces with our Giving Committee to identify social and environmental justice organizations where we can focus philanthropic efforts.
  • To bring more voices to the table, we reviewed our brand ambassador team and recognized opportunity for better representation from the BIPOC community. We welcomed new members and have set goals for tracking BIPOC representation through all of our marketing efforts.  
  • We evolved our interviewing process from an emphasis on “culture fit” to one of “culture add.” This purposefully shifts thinking away from “people like me” and prioritizes seeking out people with different perspectives and experiences to help foster an environment of inclusiveness.
  • We reviewed language in job postings and adjusted to be sure inclusive language is used in advertising job opportunities at Superfeet.
  • All Superfeet employee-owners read White Fragility by Robin DiAngelo. This helped us have hard conversations about the changes that need to happen in our organization and community, and helped inform our long-term action plan.
  • In Fall 2020, Superfeet employee-owners participated Listening Sessions and the Race Rap Learning Series. We listened to each other, confronted our personal biases, and challenged ourselves to move our community from where we are to where we want to be.
  • We joined the Running Industry Diversity Coalition to collaborate with other brands, raise awareness, and help foster diversity in the running community.

Additional DEI-focused initiatives on our roadmap for the coming months:

  • Add DEI-specific criteria to supplier and vendor scorecards and use this criteria to analyze and make decisions about key partnerships.
  • Update corporate giving criteria to prioritize funding for recipient organizations that focus on underserved populations and have policies in place that encourage diverse, equitable and inclusive workplace practices.
  • Create a high-potential employee development program focused on underrepresented groups.
  • Continue work with a DEI consultant to identify future areas of growth.

It is on all of us to know better and do better by taking the important steps towards meaningful change. We hope you continue to come along with us on this journey towards equity for all.

In Support,

Team Superfeet
#togetherwechange #blacklivesmatter

April 12, 2021
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