It used to be (in 2003, to be exact) that having visible tattoos reduced a person’s chance of getting a job. Just earlier this year, a study published in The Social Science Journal confirmed that “tattoo prejudice” is still alive and well with body art alternatively being referred to as “job stoppers” — that is, depending on where the tattoo was (face versus wrist), what it was of, and if the job in question involved dealing with customers. But now, it seems corporate culture is finally loosening its tie.

According to a Fortune report, Starbucks is considering lifting the policy that prohibits employees from showing off their tattoos. The coffee chain also admitted they’re reviewing additional policies regarding employee pay and vacation time. “We are always actively engaged in discussions with our partners to determine how to make their experience better and more valuable,” Zack Hutson, a Starbucks spokesman, said.

An engagement, no doubt, further encouraged after the employee’s “Let Us Have Visible Tattoos!!!” petition appeared online. Though, Hutson told Fortune these policy changes were considered before the petition. PetSmart and Peet’s Coffee & Tea are two other companies who have recently allowed their employees to show appropriate visible tattoos. This means no profanity, nudity, or anything otherwise offensive.

Wal-Mart is another company taking its employee suggestion box seriously. Effective Sept. 29, its employees will be required to wear a blue vest (mostly so customers can easily identify them) and either black or khaki pants instead of just khakis. Each of these changes, as Fortune explained, is made with employee retention rate in mind. Nothing makes an employee unhappier than a super strict dress code, especially when their day job isn’t anywhere near Wall Street. And when an employee is unhappy, retention rate doesn’t just fall, but so does customer loyalty.

Case and point: A study from the Association for Psychological Science examined data from 2,000 business units, which is to say retail stores, factories, and sales offices. Researchers poured over satisfaction surveys, retention rates, customer loyalty, and financial performance, and found if an employee positively perceived their jobs, the company as a whole experienced a higher retention rate, increased customer loyalty, and improved financial outcomes.

Separate research added managers that host activities, such as holiday parties and picnics, as well as offer a good ergonomics program (think standing desks), often experience higher retention rate, too. Starbucks suddenly being in favor of that tattoo life seems like a small, significant way that sets them up nicely for big, company-wide gains.

But, before employees of these companies bum rush the tattoo shop, it’s important to know the health risks those with “tattoo prejudice” worry about are legit. Permanent ink has been associated with increased risk for skin infections, and they can cover up skin cancer. So spend some time reading up on just how permanent ink works before committing to lifelong body art.