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Disney adds inclusion to its key values, allows staff to wear jewellery and display tattoos
POSTED 18 Apr 2021 . BY Tom Walker
Inclusion has been identified as the fifth "key" to Disney's famous set of values which have guided guest services for more than 65 years Credit: Shutterstock/George Sheldon
Our new approach provides greater flexibility with respect to forms of personal expression surrounding gender-inclusive hairstyles, jewelry, nail styles, and costume choices
– Josh D’Amaro
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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Jobs   News   Products   Magazine
NEWS
Disney adds inclusion to its key values, allows staff to wear jewellery and display tattoos
POSTED 18 Apr 2021 . BY Tom Walker
Inclusion has been identified as the fifth "key" to Disney's famous set of values which have guided guest services for more than 65 years Credit: Shutterstock/George Sheldon
Our new approach provides greater flexibility with respect to forms of personal expression surrounding gender-inclusive hairstyles, jewelry, nail styles, and costume choices
– Josh D’Amaro
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."
Sign up here to get the Attractions Management weekly ezine and every issue of Attractions Management magazine free on digital.
RELATED STORIES
Is Disney planning pop-up attractions with its 'new experience development' department?


Disney Imagineers could be planning on launching pop-up experiences in the US – and potentially around the world.
Disney to open Avengers Campus at Disneyland California on 4 June


Disney has confirmed that it will open its long-awaited Avengers Campus at the Disneyland California resort in Anaheim on 4 June 2021.
First look: Disney's new Spaceship Earth night-time experience at EPCOT


Disney has released concept designs for its plans to transform the Spaceship Earth attraction at EPCOT theme park at the Walt Disney World in Orlando, Florida, US.
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I’m a Celebrity theme park to open in the UK this year
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We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
WhiteWater

WhiteWater was born in 1980 to create places where families unite and make joyful lasting memories [more...]
Clip 'n Climb

Clip ‘n Climb currently offers facility owners and investors more than 40 colourful and unique Cha [more...]
Triotech

Triotech was established in 1999. The company is based in Montreal, Canada and has additional offi [more...]
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Triotech and Benoit Cornet’s Bold Move to collaborate on breakthrough innovative media-based attractions
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More videos:
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Renewable Plastics connect 2021

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©Cybertrek 2021

ABOUT LEISURE MEDIA
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