Change is afoot at Walmart once again, or is it really? After ending the year with store closures across the country, the retail chain is now allegedly making big changes to both its look and apparently its policies. One of these big changes is even the first of its kind in over two decades.
New year, new look… if you look closely enough
The popular retail chain has confirmed an “updated look and feel” for its stores for the first time in over 20 years. Dubbed a “comprehensive brand refresh”, the retailer has put in motion a plan to change up its look.
The first change includes a fresh take on the company logo, as seen below:
Too quick a glance and the change might not be noticed. However, the new logo reveals a thicker lettering to accompany the new, darker shade of blue.
The iconic spark logo has also been modified. It now features stems that are broader and darker, as seen below.
The retailer did not want to stray too far away from Walmart’s easily recognizable blue and yellow color combo. According to the company, the new shades of True Blue and Spark Yellow were picked with the purpose of maintaining the retailer’s heritage whilst also ushering in new updates to keep the brand fresh.
Walmart also notes, “The tone is relatable, approachable and representative of the millions of customers that shop with Walmart, whether conveyed through its brand voice, illustrations or photography”.
Hudson Valley Post also points out that the spark exudes the energy of Walmart and remains a beacon that guides customers through all facets of the Walmart experience.
A new look to distract customers from problematic policy changes?
Occurring concurrently with the brand’s aesthetic refresh, the retailer had made the decision to discontinue its Diversity, Equity, and Inclusion (DEI) policy. Amidst pressures from conservative customers, many company’s have considered cutting out DEI policies. Shareholders, however, are not too pleased with this decision and feel that this choice is more harmful than beneficial.
A letter voicing concerns regarding this policy was drafted and issued to the retailer by New York Attorney General Tish James and 13 attorneys general.
In this letter, CEO and President, Doug McMillon was urged to, “Reconsider its decision to phase out supplier diversity programs close down the Center for Racial Equality, end equity trainings for staff and remove the words “diversity” and “DEI” from company documents and employee titles”. The attorneys general are also of the belief that this change will “undermine important social progress and antidiscrimination efforts”.
This coalition of 13 attorneys general is led by Attorney General Kwame Raoul. Raoul’s stance is firm and he has said, “By walking away from these efforts to make its workplace more inclusive and representative of the American public, Walmart is abandoning the employees and consumers who expect the company to deliver on its promises”.
Other companies such as Facebook (Meta), McDonald’s, Ford, Lowe’s, Tractor Supply and Harley-Davidson have all submitted to conservative pressure and also announced plans to end their DEI programs. Raoul has also highlighted that “Diversity initiatives are not just laudable goals, they are also broadly popular and good for business”.
Amidst policy changes, in an almost opposing move, the company is test-running a sensory-friendly hours program. Measures were taken to create a less stimulating environment for people with sensory issues to shop peacefully. This was tested for a few hours every Saturday during the fall of 2023 and is set to be a permanent change.
One has to wonder if the decision to make policy changes of this nature comes as a result of Trump’s re-election to the presidency.