A woman walks past a Lululemon Athletica store on December 10, 2013 in Miami, Florida.
As we usher in 2024 with optimism, it's a sobering reminder for me, as a disability advocate, that the journey toward true equality and inclusivity is still a work in progress. The recent remarks by Chip Wilson, the founder of lululemon, starkly exemplify this. He told Forbes, “And I think the definition of a brand is that you’re not everything to everybody… You’ve got to be clear that you don’t want certain customers coming in.” This perspective, shockingly blunt yet not unfamiliar, resonates deeply with many who have felt marginalized by corporate ideologies.
Sonia Thompson, in her Forbes article, navigates the complexities of inclusive marketing, a concept Wilson seems to have misinterpreted. She asserts that being an inclusive brand doesn’t equate to including everyone but instead involves being intentional about which identities you serve. She rightfully criticizes Wilson's approach of excluding customers based on identity, a tactic that is neither common nor widely accepted in marketing.
Wilson’s words cast a long shadow, particularly for those of us who have tirelessly fought for recognition and inclusion. His blatant admission that certain customers are unwelcome reflects not merely a business strategy but a deeper societal issue of discrimination and exclusion.
Reflecting on Chris Rock's sharp commentary from his 2023 Netflix Special 'Selective Outrage', which I had the privilege to attend in Baltimore, the issue gains an even sharper edge. Rock humorously yet incisively remarks, “They sell $100 yoga pants. They hate somebody... They sell $100 non-racist yoga pants.” His humor underscores the absurdity of exclusion based on economic status, a sentiment that resonates profoundly with the disabled community.
The stark contrast between Rock's humorous perspective and Wilson's grave stance underscores a broader societal trend of companies profiting while selectively choosing their customer base. This practice is not only ethically questionable but also counterproductive to fostering a culture of inclusivity and respect.
Thompson highlights Lululemon's growth since expanding their sizes, directly contradicting Wilson's assertion that inclusivity is detrimental to a brand. The backlash against Wilson's comments signals the public's increasing intolerance for discrimination in any form. Effective marketing illustrates how a product supports the customer in addressing their needs, not in excluding them for not fitting a certain image.
As we forge ahead in 2024, let's confront these outdated narratives and champion true inclusivity in all facets of business and society. It's time to transition from mere words to actions that demonstrate a genuine commitment to diversity and inclusion for everyone.
What Lululemon Founder’s Comments Got Right And Wrong About Marketing