Welcome to our fourth Social Impact Report.

Publishing a Social Impact Report allows us to self-reflect, seek advice, and stay accountable on the annual goals we set for advancing diversity, equity, and inclusion within our business. In 2025, this is more important than ever.

We’re going to tell you a little bit about us and assess how we did on our 2024/25 goals.

About Woonwinkel:

Woonwinkel is a Portland, Oregon-based home and gift shop where everyday goods shine bright. You may have noticed we’re a bit color-obsessed. We hope our passion for color makes a visit more than just a shopping trip--we want it to uplift and inspire.

Our Vision and Values:

While the search for colorful objects is fun, our vision goes beyond what we can put in someone’s shopping bag. We also strive to metaphorically "see in color". We believe differences within our team and our community make us stronger and richer and we prioritize building an environment in which different perspectives are valued and celebrated. To that end, each year we set social impact goals within 4 key themes:

1. Representation:

We want our shop to reflect the world in all its rich diversity so we’re ever expanding our collections of products and publications by Black, brown, queer, and other resilient marginalized groups that have been historically underrepresented in media and on store shelves.

2. Community:

Our community is healthier and more vibrant when it's diverse, equitable, and inclusive. We tangibly contribute time and money to local and national organizations that advance DEI.

3. Team:

We prioritize building an inclusive work environment in which different perspectives are valued.

4. Sustainability:

We’re committed to selling products and using materials in our operations that are eco-friendly, recognizing that adverse environmental impact is often felt most directly by the least powerful people.

Keep reading to learn about our specific goals in these areas for 2024/25.

Representation Goals:

1. Maintain the percentage of Black-owned brands to at least 15% of our total, in line with our 15% pledge.

How we did: Black-owned businesses are now about 7% of our total, the lowest percentage in 4 years. Many small businesses we work with have closed over the past year, and this is also true amongst Black-owned brands. While our number of Black-owned brands will ebb and flow, our method for seeking diversity is now better ingrained in our regular buying process. Thanks to updates in the online wholesale markets we use, we can now search for Black-owned brands more easily, in addition to brands owned by other groups historically underrepresented on store shelves.

2. Maintain visual representation of a wide range of people, including Black, Brown, queer, disabled, bigger-sized bodies, and aging bodies.

How we did: We brought in new art books and prints that represent a wide range of people. We started a collaboration with North Pole Studio, an art studio for neuro-divergent artists, which will include multiple art shows and events at our shop in the next several months.

Community Goals:

1. Recommit to sharing information about our chosen monthly organizations internally and externally.

How we did: As our team gets smaller and smaller, we've chosen to share details about our giving less frequently. Here's our annual roundup:

Soles 4 Souls

Schoolhouse Supplies

Black Resilience Fund

Blazers Boys & Girls Club

Taking Ownership

ACLU

She The People

OHSU Knight Cancer Institute - in honor of a Woonwinkel team member

We organized our Mother's Day promotion around the concept of Bold Mamas who stand up for social justice. In our promotion, we shared info about organizations created by parents that have a focus on policy change:

@parentstogether provides news, tips, and resources aimed at helping all families thrive, while nurturing a network of parent activists who use their family experiences to drive positive policy change

@motherhoodforgood is a Wisconsin mom who mobilizes us to get involved in social advocacy and political action in our every day

@momsinoffice is a PAC with the goal of electing women with children to public office. They focus on policy issues relevant to families and advocate for gender equality and family-friendly policies

@blackmamasmatteris a nonprofit led by Black mothers, advocating for Black maternal health, rights, and justice and to ensure Black mothers have resources to thrive before, during, and after pregnancy

@momsdemand is a mom-founded movement advocating for gun safety laws and policies

Team Goals:

1. Seek data on retail salaries and wages in the region. Attempt to hit the median for the region, or better. Attempt to keep pace of COLA or better.

How we did: We met this goal in March 2024.

2. Identify each employee's goals for professional growth and match it to a business need whenever possible. Create opportunities for learning when possible.

How we did: We internally promoted a sales associate to be an assistant buyer, while at the same time, made adjustments to their schedule in support of their professional art practice.

We also had the opportunity to support the professional growth of a neuro-divergent person through the organization ALSO, a disability-support service provider. By rethinking our operations a bit, we were able to create a position for this person, and it led us to some beneficial new ways of working.

3. Participate in a Portland Means Progress Toughest DEI Questions workshop.

How we did: We participated, and decided to add a section to our Team Culture Guide, which we attempt to revisit regularly to ensure it's up to date, equitable and inclusive. This time we added details on how we will support each other through micro-aggressions or harassment.

4. Introduce to the staff to an external resource for Human Resources consultation. Craft a policy that explains how and when an employee or manager might take steps toward external involvement.

How we did: We verbally shared with the staff that we commit to contracting an impartial 3rd party for mediation if communication conflicts arise within our team that can't be resolved internally.

Sustainability Goals:

1. Continue our evergreen goal of selling products and using materials in our operations that are eco-friendly.

How we did: We continued to add brands that have a strong commitment to sustainability. We continued to reuse materials in our web order fulfillment as much as we possibly can. We continued to use eco-friendly materials for bags, boxes, ribbon, wrap, and tissue.

Summary:

Our commitment to diversity, equity, and inclusion is as strong as ever, and making our commitment to these values public is ever more important. Challenging financial times continue for small businesses, however, so we will be emphasizing actions this year that we can continue no matter what our revenue and profitability.

We’re pleased to report that we continue to have incredible external support from the Portland Means Progress organization, of which we became members in early 2022. By becoming members of this group, we pledged to 1. Create work experiences for underrepresented groups 2. Create culture change in our organization by providing Diversity, Equity & Inclusion (DEI) training and tools for our staff and leadership 3. Purchase intentionally from underrepresented groups and 4. Complete Portland Means Progress annual reporting every January. We greatly appreciate the programming and assistance PMP provides in meeting these pledges.

How We Stay Accountable:

Our Commitment to Transparency

We’re publishing this report on our blog so anyone can find it anytime.

Our Call to be held Accountable

We’ll share this report with the public, and also our customers, who we ask to keep us accountable.

Our Request for Feedback

Will you share your thoughts with us? Please connect with us at info@woonwinkelhome.com. We’re all ears.

Thank yous

Thank you, thank you, thank you to the mighty little team here at Woonwinkel who thoughtfully contribute to our goals of advancing diversity, equity, and inclusion.

- Kristin Van Buskirk, Owner

2024/25 Social Impact Report