We will aim to:
- Not use shame as a means to sell our product(s) or approach audiences; this includes but is not limited to body (size, shape, colour, wrinkles/cellulite, sweat, body hair, hair colour, skin condition, ability, etc.), looks (outdated, not on-trend, not cool, not like everyone else or the celebs, not right for your body, not gender-conforming, too sexy/modest, too colourful/weird, etc.) and lifestyle (food, work-out regime, choice of entertainment, social media, religion, sexual orientation, gender identity, period products, sustainable alternatives etc.).
- Be inclusive in our visual messaging, and portray persons of various sizes, skin colours/conditions, age, ability, background, orientations, etc. We also strive to be inclusive in our text-based messaging, by being aware of how our possible privilege(s) and cultural position shape our (unconscious) bias, what we do and don’t write about and our choice of words.
- Not use design programmes (such as Photoshop) to enhance or change the look of the people in our messaging towards perceived ‘perfection’ – and if we do, we will be transparent about it in that same message.
- Not just be inclusive in how we portray people, but extend that in a credible way to our entire company, and make sure to the best of our ability that persons of various backgrounds, ages, gender identities, sexual orientations and abilities are represented on all levels of decision-making.
- No longer be part of a society and system that aims to structurally make people feel bad about themselves in order to get them to buy our products. We will actively strive for a new practice, where everyone is celebrated, included instead of excluded, and where (sustainable) products are offered that make people feel good about themselves, and they can buy when they actually need them.