How woke is Extra Space Storage?

Introduction

Extra Space Storage has established itself as a top contender in the self-storage industry, but this isn’t just your average company. With big claims about sustainability, diversity, and inclusion, Extra Space aims to lead more than just the storage market. 

But does its progressive posture reflect authentic values, or is it a case of woke branding gone too far? Let’s unpack how Extra Space Storage stacks up in its commitment to progressive causes and whether it aligns with traditional customer expectations.

Financial Contributions to Progressive Causes

When it comes to sustainability, Extra Space Storage spares no expense. Their 2023 Sustainability Report highlights investments in reducing their environmental footprint and adopting renewable energy. They proudly claim, “Our 2023 Sustainability Report reflects our ongoing commitment to reducing our environmental footprint and addressing climate change through meaningful action.”

However, a heavy focus on environmental trends might overshadow core business priorities. And let’s not forget their statement that these actions “position us as a leader in the storage industry’s shift toward sustainable operations.” It’s good PR, sure, but it is not what customers sign up for.

Prioritization of DEI Policies

Extra Space Storage has focused on diversity, equity, and inclusion (DEI). In fact, its CEO, Joe Margolis, leads the charge, saying, “We are deeply committed to fostering an inclusive workplace where all voices are heard, and diversity is not just respected but celebrated.” 

It’s also part of the CEO Action for Diversity & Inclusion pledge, a corporate group advocating for policies centred on racial equity. While Margolis says their policies “reflect the diversity of the communities we serve,” how do these initiatives impact workplace morale and effectiveness?

Mandatory Training Sessions

If you’re an employee at Extra Space Storage, expect to participate in diversity training. The company genuinely believes education is the key to a more inclusive culture, even stating, “Education is the first step toward creating a truly inclusive workplace.”

However, there’s a fine line between education and indoctrination. These sessions alienate employees by focusing too much on what divides people rather than what unites them. Is teaching people about unconscious bias building bridges, or does it create more roadblocks?

Support for LGBTQ+ Initiatives

Extra Space Storage takes Pride Month seriously. Their internal campaigns spotlight employees’ stories, showcasing the company’s commitment to celebrating diversity. “During Pride Month, we showcased employee stories that highlight the strength diversity brings to our team,” the company shared.

While the intent seems genuine, it’s hard to ignore how much of this is virtue-signalling. Their blog further states, “At Extra Space Storage, we believe that celebrating diversity goes hand-in-hand with creating a welcoming environment for all.” 

Is the company truly using these initiatives to support the LGBTQ+ community, or are they simply polishing their image for a social media round of applause? The sincerity behind these efforts matters to customers and employees alike.

Marketing and Branding

When it comes to marketing, Extra Space Storage goes big. Their campaigns emphasise humor, storytelling, and progressive values, earning them the 2023 SAMY Award. 

Their social media efforts “reflect a balance of humor, storytelling, and a focus on our environmental and social commitments.” Their messaging is undeniably polished, but not everyone wants their storage company to double as a billboard for social causes. The efforts to appease come off as placing ‘the’ image over practicality.

Conclusion

Extra Space Storage has made its priorities clear: sustainability, DEI, and social justice are woven into the fabric of its business. However, the company’s progressive policies remain out of step as it does not tally with meritocracy, neutrality, and practicality.

Their commitment to “meaningful change” positions Extra Space as a leader in woke corporate culture. While their initiatives reflect a progressive vision,  the execution may alienate those who prefer a more traditional, balanced approach.