Dive Brief:
- Hannaford Supermarkets has added the option for associates to add pronouns to their name tags, email signatures and other materials, the grocer announced on Friday.
- The Ahold Delhaize banner said the move aims to let shoppers express their gender identity and let allies show support for the LGBTQ community. Additionally, associates can add their veteran status or spoken languages to their name badges.
- Target-owned Shipt announced on Friday a new Shopper App feature that lets workers type in their chosen name. “The goal of this new app feature is for those who would rather go by a nickname, married name, or chosen name to shop as their most authentic self,” Shipt said in the announcement.
Dive Insight:
Both Hannaford and Shipt said their recent announcements during Pride Month further their diversity and inclusion efforts.
Hannaford said that having the option to add pronouns stemmed from input from associates and customers, along with input from an associate engagement survey. “The survey’s findings showed that gender identity is an important aspect of one’s lived experience and that recognizing and honoring gender identity is important to creating and nurturing safe and inclusive environments,” the grocer said in the announcement.
Other retailers have added pronouns to their name tags to help prevent associates from being misgendered and support the LGBTQ community, including Petco, T-Mobile and Asda. Last year, Walmart launched pins for associates that include “She Her Hers,” “He Him His,” “They Them Their” and “Ask me my pronouns.”
Meanwhile, Shipt’s Chosen Name feature lets workers choose how to list their name for members to see during the order process. “While the chosen name will appear for members to reference, their internal shopper account will maintain the name they originally registered with for legal reasons,” Shipt said in the announcement.
Shipt said the Chosen Name feature was developed following a diversity and inclusion survey in which 10% of Shipt Shopper respondents said they identify as queer, gay, lesbian or bi-sexual.
Hannaford said it is also making resources available to inform associates about gender identity and expression, along with offering celebratory Pride-themed opportunities during June. The grocer and its partners plan to donate more than $75,000 to LGBTQ community organizations, while Shipt split $10,000 between three nonprofits supporting the LGBTQ community: The Magic City Acceptance Center, Queer LifeSpace and GLSEN.
