Open to All Releases Inaugural Holiday Gift Guide to Harness Consumer Purchase Power In Support of Inclusive Businesses This Holiday Season
Yelp Activates New Search Filter Allowing Consumers to Easily Find ‘Open to All’ Businesses
DES MOINES, IOWA, NOVEMBER 21, 2019 — As the 2019 holiday season approaches, Open to All today released its first-ever Open to All Holiday Gift Guide to encourage consumers to use their purchase power this holiday season to support inclusive businesses. Open to All is the nation’s largest campaign galvanizing leaders in business, civic engagement, and the nonprofit sector in support of shared American values of fairness and equality. The Holiday Gift Guide features products from some of the most iconic brands at every price point from an array of inclusive retailers, celebrating the core principle that any business that is open to the public should make every person feel safe and welcome—regardless of race, ethnicity, national origin, sex, sexual orientation, gender identity and expression, immigration status, religion or disability.
“Never before have so many businesses and nonprofits joined together in a single, unified campaign that sends a message that everyone is welcome, valued and respected,” said Calla Rongerude, Campaign Director of Open to All. “With the Open to All Holiday Gift Guide, we want to encourage people to give the gift of inclusion and send the message that when a business is open to the public, it should be open to all. At a time of deep divisions, Open to All nonprofits and businesses are joining together from all walks of life and working to build a thriving and inclusive nation where all are welcome. When we value our employees and care for our customers and each other, we all thrive.”
Among the Holiday Gift Guide’s featured businesses is leading omni-retailer Sephora, which officially announced today it has joined the Open to All campaign, alongside thousands of retailers and brands that have already taken the Open to All business pledge. As Open to All’s newest business member, Sephora joins a growing and vocal network of major brands uniting under Open to All’s banner—many of which are included in the Holiday Gift Guide—including Yelp, Gap Inc., Old Navy, Coach, kate spade new york, Chronicle Books, Fossil, Lacoste, Michaels Craft Stores, Steve Madden, H&M, and thousands of small businesses.
Building on Open to All’s ongoing work with Yelp, starting today, people can filter by “Open to All”—an attribute which allows businesses to distinguish themselves as a safe and welcoming place to everyone—when searching for restaurants, shops, bakeries, tailors, and much more. Yelp users will also be able to identify participating businesses by the newly designed “Open to All” icon displayed on their Yelp page. These new features make it easier than ever for consumers to support inclusive businesses.
“At Yelp, we believe everyone should be treated with dignity and respect,” said Miriam Warren, Vice President of Engagement, Diversity and Belonging at Yelp. “It’s our hope that by updating the platform to make it easier to find inclusive businesses, users will support establishments that are safe and welcoming spaces for all, and more business owners will activate the attribute. Yelp exists to connect consumers with great local businesses, and we’re doing our part to make it easier for all of our consumers to patronize stores, salons, and more, without fear of discrimination.”
Over 300,000 businesses are listed as “Open to All” on Yelp. Businesses that want to let potential customers know that they are inclusive can activate the attribute on their Yelp page by logging into their Yelp for Business Owners app and updating their information.
Consumers Increasingly Demonstrating their Values through Purchasing
The Open to All Holiday Gift Guide comes at a time when consumers are demonstrating a strong preference for supporting welcoming businesses.
Research shows that people shop from places that share their values. One report found that 72% of consumers see a company’s values as a deal breaker or deciding factor when considering which brand to buy. Moreover, 69% want brands to be more involved in societal issues and express their values.
Another study found that a third of consumers want to buy from brands that are making a positive social or environmental impact. Supporting businesses with a purpose is especially meaningful for young people. According to one survey, nearly two-thirds of millennials and Gen Z favor brands that have a point of view and stand for something.
“I started RAYGUN because I wanted to add something to the community I grew up in,” said Mike Draper, founder and owner of RAYGUN, which sells t-shirts, stickers, notebooks, postcards in stores across the Midwest. “I can think of nothing better than for this to be a space where everyone is welcome. Where they may like the product, or not, but where they are free to come in, to shop, and to be themselves.”
The Holiday Gift Guide can be accessed on Open to All’s website here: www.opentoall.com/2019giftguide. For more information about the Holiday Guide, or to speak with an Open to All representative, please contact firstname.lastname@example.org.
Businesses that wish to join Open to All can learn more and sign the pledge at http://www.opentoall.com/business-members/#business-pledge.
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About Open to All
Open to All is one of the most significant public education efforts to date that unites and galvanizes national leaders in business, civic engagement, and the nonprofit sector to take a stand for shared American values of fairness and equality. In addition to the thousands of business members, Open to All includes more than 200 nonprofit members spanning civil rights and racial justice organizations; LGBT equality organizations; health and disability organizations; faith organizations; and more. Open to All members are committed to building awareness and understanding about the importance of nondiscrimination—and to defend the bedrock principle that when businesses open their doors to the public, they should be Open to All.
Spread the Word
Order window clings and a toolkit to reach out to local businesses. Ask them to sign the Open to All pledge and show their support publicly!
Open to All on Yelp
Let supportive businesses know about Yelp’s new “Open to All” attribute and encourage them to check the box!
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Add your voice to the growing chorus of Americans who reject discrimination! Be a part of the Open to All campaign!