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METHODOLOGY

LERMA/ has evaluated more than 5,500 brands distributed in the U.S. and measured ten different data inputs to determine the BIPI score for each brand.

Our goal is for BIPI scores to provide a baseline for helping gauge a brand’s diversity efforts which can be used to improve upon or optimize diversity-related initiatives and determine long-term opportunities for growth within underserved audience segments.

Scores are intended to be as objective as possible based on multiple data sources used to estimate a brand’s commitment to diversity and how well it is performing among diverse U.S. consumer audiences. All data inputs have been curated from existing publicly available sources and have been manually tabulated to establish benchmarks and ensure standardization, consistency, and appropriate weighting, as well as help ensure quality control.

Brands have been evaluated based on six primary considerations:

Brands that Walk the Walk

Brands that are committed to diversity and inclusion within their organization and the actions of their leadership teams, employee hiring practices, vendor partnerships, and community outreach initiatives reflect their authentic commitment.

Dedicated Agency Partners

Brands that maintain established partnerships with advertising and marketing agencies dedicated to multicultural and diverse segments.

Dedicated Financial Investments

Brands that make dedicated financial investments in culturally relevant marketing that targets specific ethnic groups and other underserved segments.

Targeted Advertising and Messaging

Brands that consistently maintain targeted advertising creative for diverse audiences

Diverse Customer Composition

Brands that currently serve diverse consumer segments, which comprise a notable proportion of their current consumer base.

Advocacy Memberships

Brands that continue to prove their commitment and advocacy for diversity and inclusion through relevant memberships in organizations focused on diversity and inclusion.

CALCULATION METHOD

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BIPI scoring is refreshed annually based on the release of updated data inputs.

Brand Selection and Classification

The brands available in our BIPI scoring tool have been initially based on those available through syndicated U.S. data sources, including MRI/Simmons. Both available primary parent brands and their associated sub-brands have been included in the assessment.

Diversity Data Inputs

MRI/Simmons data was used to analyze and determine the estimated multicultural composition of an available brand’s current consumer base, which included an assessment of White non-Hispanics, Black/African American non-Hispanics, Asian non-Hispanics, Other non-Hispanics, and Hispanics.

Nine additional data inputs for applicable brands were also included in the analysis, which were focused on at least one of the six primary considerations listed above. Data sources used include:

  1. AIMM Members - member companies
  2. CIIM - list of companies running cultural campaigns
  3. DiversityInc – Top 50 Companies for Diversity
  4. SeeHer - member companies
  5. Black Enterprises – Best Companies for Diversity
  6. Hispanic Star – partner companies
  7. Powered By AI – Chat GPT list of brands that are known for their inclusivity and outreach efforts towards Hispanic, African American, Asian American, and LGBTQ communities
  8. Vivvix - brands that made investments in Spanish-language and Black/African-American targeted media programming/channels in 2023
  9. Forbes - America's Best Employer for Diversity

Scoring

Our team of data scientists developed a customized algorithm to provide a scoring system for each featured brand, which was based on data analysis that was weighted and valued based on the following description.

Using MRI/Simmons data, we looked at the reported percentages of White non-Hispanics, Black/African American non-Hispanics, Asian non-Hispanics, Other non-Hispanics, and Hispanics.

Assuming that White non-Hispanics comprise about 58.9% of the U.S. population and all other races/ethnicities make up an estimated 41.1% (based on U.S. Census data July 2023 Estimates), we calculated a Multicultural Index.

For instance, the multicultural audience for Colgate-Palmolive is estimated to be 54.9%. Seeing that the overall multicultural population of the U.S. is 41.1%, the Multicultural User Index was derived as: (54.9%/41.1% )*100 = ~134.

Once a Multicultural Index was determined, additional data sources from other organizations were built and incorporated as indicators for how invested a brand may be in diversity efforts. If a brand was included in these additional data sources, they were rated as having a “1” and if not included in the database lists, they were given a “0”.

The tool was built on the following four category groups and the associated weights.

Categories:

  • Group 1: MRI/Simmons Multicultural Index (who the brands serve – audience data from MRI Simmons)
  • Group 2: Multicultural Media Association Index (association with multi-cultural media organizations – brand lists)
  • Group 3: External Diversity Perceptions Measurement Index (brand lists)
  • Group 4: Workplace Diversity Measurement Index (brands with recognized efforts to improve workplace diversity – brand lists)

Weights and Lists:

  • Group 1 (50%): MRI/Simmons audience data
  • Group 2 (20%) CIIM, SeeHER, Hispanic Star, and Vivvix
  • Group 3 (10%): AIMM, Powered By AI
  • Group 4 (20%): Black Enterprises, DiversityInc, and Forbes

For Groups 2-4, the additional inputs were summed, and the scores were determined as follows.

Scoring:

  1. Group 1: % Multicultural Audience/41.1*100
  2. Group 2:
    • All indicators 0, then 70, 1 = 100, 2+ = 130
    • If only 1, then 100
    • If the sum of the indicators was greater than 2, then 130
  3. Group 3:
    • All indicators 0, then 70, 1 = 100, 2+ = 130
    • If only on 1 list, then 100
    • If the sum of the indicators was 2, then 130
  4. Group 4:
    • All indicators 0, then 70, 1 = 100, 2+ = 130
    • If only on 1 list, then 100
    • If the sum of the indicators was greater than 2, then 130

In summary, the calculations include the following:

(0.5*Multicultural index) + (0.2*Multicultural Media Association Index) + (0.1*External Diversity Perceptions Measurement Index) + (0.2*Workplace Diversity Measurement Index)

If the final score was greater than 100, then brands were found to be more multicultural and assigned an index score accordingly.

*Total Audience - We aggregated the total audience of sub-brands in the Main brand, so there could be a chance of customer overlap.

Feedback:

We welcome your questions, suggestions, and even contributions. Please address any inquiries to srubio@lermaagency.com.

LERMA/ is a Dallas-based full-service branding, creative, and digital agency with over 120 employees who care passionately about creating insightful and relevant marketing strategies for an ever-evolving America. We were founded twelve years ago as a Hispanic-focused agency by Pedro Lerma in response to the evolving U.S. demographic and cultural landscape. Over the years, we have evolved into a lead agency across all consumer segments (African American, Asian, Hispanic, Non-Hispanic White). Part of that evolution has driven steady growth in our agency revenue and the ability to attract the best talent, invest in new technology, and be at the forefront of the changes in the advertising landscape. We remain proudly independent, which allows us to define our priorities to do great work, take care of our clients, and take care of our people.

Privacy Policy for (BIPI)
Brand Inclusivity Performance Index

At (BIPI) Brand Inclusivity Performance Index, accessible from https://inclusivista.com/bipi/, one of our main priorities is the privacy of our visitors. This Privacy Policy document contains types of information that is collected and recorded by BIPI and how we use it.

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This Privacy Policy applies only to our online activities and is valid for visitors to our website with regards to the information that they shared and/or collect in BIPI. This policy is not applicable to any information collected offline or via channels other than this website. Our Privacy Policy was created with the help of the Free Privacy Policy Generator.

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Under the CCPA, among other rights, California consumers have the right to:

Request that a business that collects a consumer’s personal data disclose the categories and specific pieces of personal data that a business has collected about consumers.

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If you make a request, we have one month to respond to you. If you would like to exercise any of these rights, please contact us.

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The right to access – You have the right to request copies of your personal data. We may charge you a small fee for this service.

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