Rakuten launches ‘Service Inclusion’ initiative to promote diversity in services

It introduced the "Inclusive Salon Project" as an initial effort, providing customer service guidance for LGBTQ+-friendly beauty salons.

Rakuten Group, Inc. has launched the "Service Inclusion" initiative to create services that cater to diverse customer needs. 

Under the initiative, Rakuten's beauty salon reservation platform, Rakuten Beauty, has introduced the "Inclusive Salon Project” to assist businesses in offering an inclusive environment for LGBTQ+ individuals. 

The project, effective immediately, features specially crafted video content aimed at enlightening beauty salon owners and staff on LGBTQ+-friendly customer service practices, as well as addressing diverse customer needs related to sexual orientation and gender identity.

The initiative comes after a survey revealed instances of unpleasant experiences reported by customers, ranging from biased staff comments regarding heterosexual relationships to assumptions made by staff solely based on customers' appearances. 

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“Service Inclusion aims to incorporate the concept of diversity, equity, and inclusion into Rakuten’s services in Japan and internationally so that everyone, regardless of their identity, background or circumstances, can access Rakuten services with peace of mind,” the group said.

Rakuten has previously achieved notable milestones in promoting inclusivity within its services, including allowing same-sex partners as insurance beneficiaries for Rakuten Life Insurance products, issuing family cards for same-sex partners with Rakuten Card, extending mortgage loan facilities to LGBTQ+ customers through Rakuten Bank, and launching rainbow-colored Edy-Rakuten Point Cards in solidarity with the LGBTQ+ community.