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The Fast Company Impact Council is an invitation-only membership community of leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual dues for access to peer learning, thought leadership opportunities, events and more. Diversity, equity, and inclusion (DEI) are sometimes described as market distortion, inefficiency, or antithetical to meritocracy. Yet, we can see that equity-related initiatives have actually served our notions of meritocracy. Removing artificial barriers to hiring or investing in exceptional individuals is simply smart business. Cutting all things DEI from government may prove less smart, efficient, or efficacious. Barriers remain high for women, despite their advances. Women are outperforming men in so many areas. Since 2014, weve had a higher percentage of women who are college graduates compared to men. Increasingly, women earn the same or more than their husbands. And of course, on top of all of this, women continue to do the majority of household work within our homes. Equity means opportunity For some, this is a dire concern requiring new solutions for men to maintain ground. The emergence of the bro-verse is just one cultural manifestation of such fear. We also know that the U.S. president and conservative groups understand that gender roles are shifting because a large part of the presidents campaign was staked around this trend. Candidate Trump tapped into a fear and offered a shortcut, a leg up to individuals who arent receiving the same opportunities they once did (men), rather than relying on meritocracy to lift up those who deserve it. Others, recognizing the cost of lost potential, champion solutions that do not come at the expense of women. Whatever the motivation, we cannot claim that men are being left behindand something must be donewhile also dismantling diversity and equity programs across the federal government. We cannot recognize the value in helping certain groups and then say that targeted interventions designed for other groups are not necessary or might be harmful. Our very intention underscores what we know to be true. We are better when we remove barriers to full participation and remedy the effects of intentional and unintentional exclusions. Clearly, we understand that neither meritocracy nor efficiency can be achieved without our best contributors sidelined. Government investment needs dedicated public servants Consider Gladys West, PhD, a mathematician whose precise calculations of the Earths surface helped develop the technology we now know as the Global Positioning System (GPS). Her groundbreaking work was made possible through government investment and public service, as she played a critical role in the Navy developing technologies that benefit us all today. Many other technological advances that we cannot live without came from government investment. The obvious example is the internet, which was the result of a massive level of investment from the federal government. Elon Musk would likely have a different career without those federal dollars and Wests genius. Now I worry about who is being cut out of our federal agencies, all in service of efficiency and meritocracy. Who are todays innovators like West, who may not get a chance to invent the next revolutionary technology like GPS? If we truly care about meritocracy, we will stop this senseless disregard for talented, skilled, and knowledgeable federal public servants. We should ensure that those dedicated public servants especially women and people of colorcan continue their work building a better country for us all. Joe Scantlebury, JD, is CEO of Living Cities.
Category:
E-Commerce
The Fast Company Impact Council is an invitation-only membership community of leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual dues for access to peer learning, thought leadership opportunities, events and more. Whats in a claim? Sometimes a product cant be defined by its claim, and that has become a huge problem for the consumer packaged goods industry. Take Dr. Bronners and Scrumbles, for example, which both recently announced theyre dropping their B Corp certification for what they perceive to be weakening standards that allow greenwashing. The changing claims landscape What B Lab Global has done is admirable. In 2006, they set out to recognize businesses that were a force for goodmeeting high standards of social and environmental performance, transparency, and accountability. They deserve credit for their part in starting a global movement that redefined the role of business in society and helped usher in a new era of capitalism where purpose and profit are both priorities. But something pivotal happened along the way that revolutionized how deeply were able to understand products, yet B Corp and many of todays product claims dont account for it: the proliferation of data. Consumers initially saw the “B” and assumed it signified health, sustainability, or ethical practices. But as access to information increased, people started digging deeper. And what did they find? Sometimes, not much. The B Corp label, like many generic claims, became an umbrella term indicating different things to different peopleor nothing at all. A consumer reckoning is here This problem isn’t unique to B Corp; its a symptom of a larger consumer reckoning. Consider the term “clean beauty.” It lacks a standardized definition, leaving its meaning up to interpretation. For some, it equates to products with safe ingredients; for others, it might be about sustainable packaging. But even safe and sustainable are too vague to tell us what we really want to know, such as if a fragrance is allergen-free or if its packaging is compostable. Shopping has almost become a guessing game; but its one the modern consumer refuses to play. I had my own aha moment when I was pregnant with my first daughter and started to become hyperaware of what ingredients and materials were in the things I was putting in and on my body. Through my extensive research, I quickly discovered how much of what were exposed to is toxic to human health and even started an Excel spreadsheet of what to avoid, that I consulted every time I made a purchase. Its what led me to found Novi Connect, which gives brands and retailers the tools to provide data, signals, and even stories to consumers about their products. Ten years ago, this might have sounded excessive. But today, more consumers are demanding this level of transparency. They want clarity and precision, not ambiguity, and its time for brands and retailers to deliver. The power of granular data Heres the good news: They can. With the proliferation of data and AI, we’re rapidly moving beyond binary labels and embracing a world of sophisticated, specific product attributes. This granularity allows brands and retailers to cater to the nuanced values of their customers. My favorite illustrative example of how this can show up is glycerin. Glycerin is one of the most benign, noncontroversial ingredients and is present in almost every product we use. But based on how its made, it can cater to consumers with very different values. If its derived from plants, that means its vegan; but that also typically means its derived from palm oil. Was the palm oil responsibly sourced? If so, that claim can be made to provide assurance that no deforestation or unfair labor practices were used in the production of the glycerin. Or, maybe no palm was used and the glycerin was derived from a less common feedstock like coconut oil. Now a palm-free claim can be made, which might be important to those looking for products that align with their environmental values. These are the questions shoppers are asking, and theyre demanding verified answers before deciding where to spend their money. The retailer responsibility While consumers are driving this change, the onus is on brands and retailers to embrace it and figure out how to make it work for their customer, and ultimately, their business. Its important to note that there’s a delicate balance between presenting information for a seamless shopping experience and providing detailed product claims. Amazon is a poster example of what this can look like. They use the green leaf symbol to provide a high-level signal and draw the customer in, then also allow you to explore the details of why a product earned that designation. Their program includes 55 unique certifications a product can qualify for. That might sound overwhelming; but it takes into account that not all shoppers care about the same things, and not all certifications are relevant for all products. With this system, its easy to identify products that meet your personal criteria, whether youre focused on ingredient health and safety; carbon emissions and reduction; agriculture and how products are grown and processed; and so forth. You can see how this approach respects the buyers need for both simplicity and depth. And Amazon is strengthening their bottom-line in the process, driving double digit increases in both page discovery and sales with their badge program. Thats how you align purpose and profit. When companies properly leverage data to enable people to shop with purpose by aligning purchases with beliefs, it creates a more personalized shopping experience that keeps the customer coming back. In today’s market where there are endless options and instant access to information, loyalty is paramount. After all, if you don’t have repeat customers, you don’t have a business. So the choice is clear: Embrace transparency or risk irrelevance. The future of retail belongs to those who empower consumers with the truth. Tell them exactly whats in a claim. Kimberly Shenk is cofounder and CEO of Novi Connect.
Category:
E-Commerce
The Fast Company Impact Council is an invitation-only membership community of leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual dues for access to peer learning, thought leadership opportunities, events and more. Retail is at a turning point. AI is no longer a futuristic idea or marketing buzzwordits a business necessity. Consumers expect intelligent, seamless, and personalized experiences at every touchpoint. The brands that deliver on those expectations will win. Those that dont will fall behind. Still, when I talk with retail leaders, I hear the same concerns again and again: How do we make AI feel natural, not robotic? Can it really drive salesor is it just a cost-cutting tool? How do we integrate AI without blowing up our current operations? And beyond the contact center, where else can AI have real impact? These arent just passing questions. Theyre real blockers, slowing down progress. Thats why we launched an AI Lab webinar series, and write articles like this to get information out publicly with practical, business-first answers. AI needs to do more than automate Retailers have dipped their toes into AIautomated chatbots, product recommendations, predictive analyticsbut too often, these tools operate in silos. That leads to clunky experiences and limited impact. The mindset is shifting. Its no longer just about efficiency. Its about impact. AI shouldnt only reduce costs. It should increase engagement, drive revenue, and build customer loyalty. Here are three principles weve seen drive real success: 1. AI should sell, not just support Traditionally, retail AI has played defensehandling order tracking, return policies, and FAQs. But its time to put AI on offense. Think of guided selling: AI that acts like a smart associate, asking about customer preferences, budget, or styleand responding naturally. Its the digital equivalent of a great in-store experience. One example: A luxury jewelry brand used conversational AI to recommend add-ons and upgrades based on a customers past purchases. The result? A 30% boost in upsellswith zero human agent involvement. The takeaway: AI can drive conversions and revenue. It just needs to be designed with that goal in mind. 2. Proactive > reactive Most AI waits for customers to initiate the conversation. Thats a missed opportunity. Take cart abandonment. Nearly 70% of online carts are abandoned before checkout. AI can spot hesitationlingering on the checkout page, revisiting itemsand respond in real time with: A one-click checkout to reduce friction A last-minute incentive A helpful AI assistant offering answers AI shouldnt just respond when customers get stuck. It should help them move forward. 3. AI that works with people, not instead of them The most successful retailers dont replace humansthey empower them. Think about frontline staff. AI can handle the repetitive stuff so humans can focus on high-value interactions: complex purchases, emotional moments, loyalty-building conversations. It also works the other way. Human agents generate valuable dataabout buying habits, objections, preferencesthat AI can learn from and use to personalize future experiences. Thats the real win: a human-AI partnership that gets smarter over time and drives better outcomes across the customer lifecycle. Rethink the AI roadmap Too often, brands start with customer support because it feels safe. But forward-thinking leaders are broadening their lensand seeing greater return. Were working with retailers that are embedding AI into every stage of the customer journey: Pre-purchase: Digital consultations, guided product discovery, preference-based recommendations In-purchase: Smart upsell suggestions, checkout support, frictionless payments Post-purchase: Delivery updates, service requests, loyalty rewards, re-engagement And heres the kicker: these touchpoints dont need to be siloed. The right AI platform can stitch them together into a seamless, personalized journey. What makes the difference Three things separate retailers who are winning with AI from those still spinning their wheels: Start with the customer, not the tech. Dont ask, What can this tool do? Ask, Where is the customer getting stuckand how can we help them move forward? Design for outcomes. If your AI project doesnt tie back to a business metricconversion, lifetime value, customer satisfaction (CSAT)youre flying blind. Make it measurable. Set clear goals. Track impact. Optimize based on results. This isnt about proving AI works in generalits about proving it works for your brand. Final thought: Innovation without disruption AI doesnt need to blow up your tech stack. It should integrate with your existing systems, layer in intelligence, and get smarter over time. We call it innovation without disruption. You dont have to rip and replace. You just have to start with the right mindsetand the right partner. AI in retail isnt just about answering questions. Its about asking the right onesand making sure your tech stack is ready to answer them in ways that actually move the business forward. John Sabino is CEO of LivePerson.
Category:
E-Commerce
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