Dive Summary:

• The National Retail Federation has launched a campaign based at broadening the perceptions of the retail industry, promoting it as a career option with many lifelong career potential.
• The multi-million dollar campaign will be the organization’s largest “in terms of scope and size,” according to Bill Thorne, SVP of communications at NRF.
• The effort is expected to be a primarily ‘digitally focused initiative’ and NRF has launched a website (ThisIsRetail.org) showcasing stories of people currently benefiting from fulfilling careers in the retail industry to support the effort.

From the article:

“There is a common misnomer that you can't advance in the retail field…we have to get people to understand that retail isn't only for college kids working part-time,” Thorne said. “It's a hard perception to change because people don't see beyond the cash register or aisles being stocked.”