Last Updated:

12/2/20 6:00 PM

overall rating:

do better

ASOS

Internal Representation & Support
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17%

Public Commitment
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44%

External Communication
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72%

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To evaluate this pillar, we take into consideration a range of factors, including but not limited to:

- Employee representation

- Diversity, equity, & inclusion (DEI)

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We weigh a company’s degree of public commitment primarily on their monetary contributions to DEI matters or organizations fighting racial injustice.

Forms of monetary support we look for:

One-off donations
Recurring donations
Grant initiatives
Employee donation matching

 

Highlights

ASOS is extremely vocal in their support for the LGBTQ+ community and people living with disabilities, from their models/social media feeds to the charitable organizations they support.

Lowlights

ASOS only briefly mentioned in an Instagram caption that they planned to donate to NAACP (there is no official statement on their website) and neglected to specify the amount being donated. Aside from a handful of posts in June, there is virtually no evidence of their support for Black Lives Matter on their social media feeds. In addition, there is no Black or BIPOC representation on their Board or leadership team.

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We scour the company’s website and official social media channels to determine what message they are sending around racial injustice, how they are communicating it, and whether their communications are perceived as genuine or performative.

Public statement: We verify that companies have made a formal statement regarding racial injustice.

Social media: We consider how a company uses their platform(s) beyond performative allyship.

Representation: For companies that have the opportunity to showcase diversity in their feed, we consider whether they have adequate Black representation and BIPOC representation across their models. 

Looking for an equitable brand as a replacement? Click here to see our directory! 

Deep Dive

I. Internal Representation & Support:

Board of Directors:

0% (none) Black, 0% (none) BIPOC, 41% - 45% Women

Executive Leadership:

0% (none) Black, 0% (none) BIPOC, 21% - 25% Women

Information not publicly available

Workforce:

Information is not publicly available

DEI Support:

II. Public Commitment

ASOS has pledged a donation of Unspecified contribution amount towards racial injustice, specifically for Black lives. Additionally, ASOS has engaged in actions that advance racial justice and/or uplift BIPOC communities, such as partnerships with nonprofits or mission-based organizations, and sponsorship of events. ASOS is also an advocate for the LGBTQ+ community, immigrants, and people living with disabilities.

III. External Communications

ASOS has issued a public statement on social media addressing racial injustice that included specific calls to action, and explicitly stated "Black Lives Matter." Since June 2020, 0.1% - 9% of the brand's social media content has been centered around racial injustice with posts seeming performative in nature. The brand has made an effort to include ethnic diversity, specifically increasing Black representation, and has shown support of the LGBTQ+ community beyond Pride as well as inclusion of people living with disabilities or a wide range of models with varying body types on social media.
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