Cities increasingly will have to demonstrate a strong commitment to reputational equity to remain attractive places to live, work, play, and do business given the racially and ethnically disparate impacts of Covid-19 pandemic and recent senseless killings of unarmed African Americans that spawned a nationwide protest movement. We leverage evidence-based best practices of inclusive and equitable development from the research literature to devise a reputational equity checklist—a portfolio of strategies, policies, tactics, procedures and practices cities will need to embrace to dismantle all forms of “Isms” and “Phobias” that are principally responsible for the major divisions that exist in American society today.

A roadmap for inclusive and equitable development is proposed which has four core elements that will lead to greater shared prosperity in Durham: a sustainability scorecard; a collective ambition community mobilization strategy; a more inclusive entrepreneurial/business ecosystem; and an equitable community economic development innovations fund. These activities aim to support historically underutilized businesses and invest in workforce development partnerships that support working poor civil servants at-risk of being priced out of and displaced from Durham’s housing market. Utilizing these tools and leveraging the four corners of intellectual assets that exist at Duke University, University of North Carolina at Chapel Hill, North Carolina State University, and North Carolina Central University should strategically position Durham to be one of the most inclusive, equitable, and sustainable cities in America.