Antiracist & Inclusivity Practices

At Prima, since our inception, we believe our voice, policies, values, and actions need to be bold and uncompromisingly best-in-class.  Prima has, and always will, stand for antiracism, diversity, equity, inclusion, empathy, justice, and reform.

The Black Lives Matter movement has forced a reckoning of the deep racial injustice and generational trauma around us and laid bare our complicity.

This work, and our work,  is urgent and lifelong. We will never be done. We are committed to keeping our eyes and hearts open, choosing to do what it takes to be an anti-racist company.  We are actively challenging ourselves to learn and take action to reimagine.  We conducted company-wide listening and learning sessions to create shared understandings about intolerance, unconscious bias, and empathy. We partnered with Christina Blacken of The New Quo to develop a strategic roadmap that embodies our beliefs, and holds us accountable to ensure transparency, progress, and impact.To ensure our beliefs and actions make diversity, equity, and inclusion more explicit, we focused in five key areas:

Team & Culture, Hiring, Community, Marketing, and Giving

We’re in the business of relief, wellbeing, of possibility.  But we can’t possibly do this alone, and seek to be both meaningfully impactful and absolutely accountable. We must focus on all those impacted by the prolific stress health crisis and follow their lead. We are here for the work of creating a more just, healthy, fulfilled world.

Team & Culture

Our teammates and internal values, rituals and practices

  • Continue setting objective salary baselines for all positions that meet or are above market average
  • Implement clear, measurable goals for performance assessments to ensure fair, transparent, and equitable assessments
  • Share equity goals and practices to all new hires
  • Establish anti-bias learning into onboarding process as well as quarterly learning for all staff
  • Implement ongoing anonymous culture pulsing tool to solicit continued feedback and engagement on culture to assess what’s working and areas for improvement, living the value of openness and cultural transparency


Our recruitment and employee development practices

  • Add 2 new BIPOC organizations for all new hiring recruitment
  • Create standardized assessment questions and metrics for new candidates to remove bias and ensure fair assessment in the interview process


Our external partners, 3rd vendors, and collaborators, and the communities impacted by production

  • Assess diversity and equity within our partner, vendor, and supply chain base to ensure we’re selecting a diverse set of partners and evaluating the impact of production on the environment and surrounding communities


How we educate, promote, and talk externally

  • Assess equity in creative process on a monthly basis (language used, images used, and content developed), and always view content creation through lense of equity and empathy

Give Back

How we use our 1% for Better program to donate revenue to support organizations focuses on equity in wellness

  • Add 1 BIPOC focused organization to our non-profit partners as part of our annual 1% give back program. We formally added The Loveland Foundation in 2020, which provides mental health care to black women seeking therapy. And earlier in 2020, we made donations to Color of Change, Innocence Project, ACLU, and NAACP Legal Defense Fund as well as to all the 36 Black candidates running for office in November 2020

Again this year, the light of injustice has shone a spotlight on the tremendous injustices in our society, unfolding a much needed moral reckoning.  We stand in solidarity with our employees and communities who are voicing their anguish, anger, and deep frustration with systems that oppress and devalue Black lives. We stand against a criminal justice system that disproportionately targets Black Americans. We stand against the widespread disenfranchisement of Black, Indigenous, and POC communities whose voices are devalued, silenced and oppressed.

The Goods

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