The Co-op has launched a new campaign that aims to celebrate diversity and inclusivity among its members. The campaign, titled “Join Us,” features a series of images showcasing the wide range of people who make up the Co-op’s membership. From families and couples to individuals from different backgrounds, ages, and abilities, the campaign highlights the idea that everyone is welcome at the Co-op.
The images in the campaign were shot by renowned photographer Rankin, who is known for his work celebrating diversity and challenging stereotypes. The Co-op worked with him to ensure that the campaign accurately represented the diverse range of people who shop at the Co-op. The images feature real Co-op members who were chosen to participate in the campaign through an open casting call.
The “Join Us” campaign is part of the Co-op’s broader efforts to make its membership more inclusive. The Co-op recently updated its membership criteria to make it easier for more people to join. Now, anyone over the age of 16 can become a Co-op member, regardless of where they live or how much they earn. Members can earn rewards on Co-op branded products and services, as well as give back to their communities through the Co-op’s community fund.
The Co-op’s Chief Membership Officer, Matt Atkinson, spoke about the importance of diversity and inclusivity in the campaign. He emphasized that the Co-op is committed to creating a sense of belonging for all its members and that the “Join Us” campaign is just one step in that direction. By showcasing the diverse range of people who are part of the Co-op, the campaign sends a powerful message that everyone is welcome and valued.
The Co-op’s commitment to inclusivity extends beyond its membership criteria and marketing campaigns. The Co-op has also taken steps to ensure that its stores are accessible to people of all abilities. For example, the Co-op was one of the first retailers to introduce talking tills for visually impaired customers. The Co-op has also pledged to make all its own-brand packaging recyclable by 2023 in an effort to reduce its environmental impact.
Overall, the “Join Us” campaign is a celebration of diversity and inclusivity at the Co-op. By featuring real Co-op members from a wide range of backgrounds, the campaign sends a powerful message that everyone is welcome at the Co-op. Through its commitment to inclusivity in its marketing, membership criteria, and store accessibility, the Co-op is setting an example for other retailers to follow. With the “Join Us” campaign, the Co-op is not only celebrating its members but also demonstrating its values of diversity, inclusivity, and community.
