18 Apr 2021
Disney adds inclusion to its key values, allows staff to wear jewellery and display tattoos
BY Tom Walker
Disney has added a fifth "key" to its famous set of values which have guided its approach to guest service for more than 65 years.
The four existing keys – safety, courtesy, show and efficiency – have been joined by inclusion, which will result in a visible change in the appearance of Disney's customer-facing staff, which the company refers to as "cast members".
Josh D’Amaro, chair of Disney Parks, Experiences and Products, said the move is part of the company wanting its guests to be able to see their own backgrounds and traditions reflected in the stories, experiences and products they encounter in their interactions with Disney.
"Our new approach provides greater flexibility with respect to forms of personal expression surrounding gender-inclusive hairstyles, jewellery, nail styles, and costume choices; and allowing appropriate visible tattoos," D'Amaro said.
"We’re updating them to not only remain relevant in today’s workplace but also enable our cast members to better express their cultures and individuality at work.
"Moving forward, we believe our cast, who are at the centre of the magic that lives in all our experiences, can provide the best of Disney’s legendary guest service when they have more options for personal expression – creating richer, more personal and more engaging experiences with our guests.
"This is just the beginning as we continue to work toward a world where we all belong – including a more diverse and inclusive Disney Parks, Experiences and Products. There’s more to do, but we’re committed to listening, learning and making meaningful improvements."
The Four Keys have traditionally been one of the first things that Disney cast members learn about when they join the company – and they are regularly reinforced throughout their tenure. Staff are also expected to know the values by heart and "live by them in their roles every day".
D'Amaro says that inclusion was identified as the "perfect fifth key", following a consultation with staff which began in 2019.
The aim of the consultation was to bring a greater focus to "inclusivity and belonging" for its cast.
"When we asked our cast how we could better cultivate a culture of belonging, they suggested the addition of a fifth key: the key of Inclusion," D'Amaro said.
"Like The Four Keys before them, The Five Keys – with Inclusion at the heart – will continue to guide us as we interact with guests, collaborate together, create the next generation of Disney products and experiences, and make critical decisions about the future of our business.
"Inclusion is essential to our culture and leads us forward as we continue to realize our rich legacy of engaging storytelling, exceptional service, and Disney magic."
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