ASOS HAS A BOLD PURPOSE ‘TO GIVE YOU THE CONFIDENCE TO BE WHOEVER YOU WANT TO BE’ WHICH IS ROOTED IN THE DESIRE TO BE TRULY INCLUSIVE. ASOS ARE IN THE SPOTLIGHT AND THE PAY GAP REPORTED IN THE PREVIOUS YEAR HAD RECEIVED HIGH-PROFILE PRESS COVERAGE.
To build trust we needed to communicate openly and encourage conversations around gender equality in a deeper way than facts and figures. We worked closely with the leadership team to understand where ASOS were doing well, and where they needed to be even better.
We created a communication campaign called ASOS Talks Gender Pay – which included a series of open forum conversations with the leadership team, drop-in sessions to explain what the numbers mean (and what they don’t), a managers’ briefing pack with Talking Points to help guide conversations around the Gender Pay Gap and also the official report which was shared internally and externally. The report included digital jumping off points to interviews with people across the business sharing their stories around gender equality.
The communications were clear, transparent and achieved their goals in mitigating risk and encouraging conversations around a topic often misunderstood. Our partnership with ASOS has continued and we are now sharing more frequent updates around the Gender Pay Gap issue and are supporting them in becoming one of the first organisations to report on the Ethnicity Pay Gap.