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Zalando’s top bosses have sustainability, diversity and inclusion built into their performance targets, a level of accountability that is becoming standard among established companies, Cotton says. The company has also established 11 employee-led networks, ranging from LGBTQI+ to parenting and faith, that allow staff to share their experiences, increase the visibility of under-represented groups and hold leaders to account. The company conducts quarterly employee check-ins “to understand where we stand on policies”, and more recently annual diversity and inclusion surveys.