METHODOLOGY

It’s more important now than ever for brands to understand how they are currently performing in terms of diversity and inclusion and to establish measures to help determine progress. Our proprietary Brand Inclusivity Performance Index (BIPI) tool is designed to energize brands by serving as a baseline for improving or optimizing their diversity and inclusion initiatives. The tool allows brands to quantitatively measure and gauge performance in their diversity commitment.

BIPI’s grading system is built on existing publicly available sources
and is based on six primary considerations:

Diverse Customer Composition

A brand’s existing consumer base and whether it is representative of a diverse audience. ​

Brands That Walk The Walk

A brand’s existing commitment to diversity and inclusion within their organization through their leadership teams, employee hiring practices, vendor partnerships, and community outreach initiatives.​

Advocacy Membership

How a brand enhances their commitment to diversity through advocacy and relevant organization memberships.​

Dedicated Financial Investments

A brand’s actual financial investments in culturally relevant marketing that services and targets specific ethnic groups and other underserved segments.

Targeted Advertising and Messaging

Whether a brand consistently maintains advertising creative for diverse audiences.

Dedicated Agency Partners

Established partnerships with advertising and marketing agencies that are also dedicated to multicultural and diverse audiences.

CALCULATION METHOD

|

PRIVACY POLICY

Younite Media

CALCULATION METHOD​

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 and 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 non-Hispanics, Other non-Hispanics, and Hispanics.

Seven additional data inputs for applicable brands were also included in the analysis, which were focused on at least one of the 6 primary considerations listed above. Data sources include:

  1. MRI Brand survey data – contains consumer data
  2. AIMM Members – member companies
  3. CIIM – list of companies running cultural campaigns
  4. Refinitiv – list of diversity and inclusion top 100 most diverse and inclusive companies
  5. Nielsen black marketers – D&I companies
  6. Culture Marketing Council – list of companies that have a dedicated Hispanic agency partner
  7. Dun and Bradstreet data
  8. 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. Brands were first sorted and grouped by Total Audience* (MRI/Simmons) and Sales Volume (Dun & Bradstreet) and divided into four “quartiles” based on their audience size and annual sales volume to ensure that the efforts of smaller brands were equally represented against larger, more established brands. Each quartile contains approximately 25% of the total records and maintains the parameters outlined below. Note that the quartile thresholds delineated may be updated as new brands are added to the list.
 
  1. Small: The first quartile contains brands that have the lowest audience sizes, which included those with less than 1,247. If an audience member was missing, sales volume was evaluated and included those brands with the lowest sales volume, including anything less than $182,104.
  2. Below-Mid: The second quartile includes brands than maintain an audience size between 1,246 and 3,865. In absence of audience size, sales volume was evaluated and included those brands that reported between $182,104 and $529,314.
  3. Mid: The third quartile includes brands that maintain an audience size between 3,865 and 11,171. In absence of audience size, branded included in this quartile had to maintain a sales volume between $529,314 and $2,301,006.
  4. Large: The fourth quartile includes those brands with the highest audience size (above 11,171) or highest sales volume (above $2,301,006).
 
Using MRI data, we then 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 60% of the U.S. population and all other races/ethnicities make up an estimated 40% (based on U.S. Census data), we then calculated a Multicultural User Index.
 
For instance, the multicultural audience for Colgate is estimated to be 48%. Seeing that the overall multicultural population of the U.S. is 40%, the Multicultural User Index was derived as: (48%/40%)*100 = 121.
 
Once a Multicultural User Index was determined, additional data sources from organizations such as AIMM, CIIM, Nielsen, and CMC were used 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.” These additional inputs were summed and added to the Media Multicultural Index to each brand as follows:
 
  1. If all indicators were 0, then 70.
  2. If the sum of indicators was less than or equal to 2, then 100 (used as the base).
  3. If the sum was above 2, then 130.
 
The final ranking input included Forbes magazine’s ranking of the best U.S. companies for diversity. Brands were weighted as follows based on the Forbes ranking:
 
  1. If the brand was listed in the Forbes top 500, then 130.
  2. If the brand was not ranked, then 70.
 
Lastly, we gave 20% weightage to media indicators, 30% to Forbes indices and 50% weightage to the MRI brand survey to come up with the final weightage of the brand.
 
In summary, the calculations include the following:
 

Multicultural User Index*0.5 + Forbes Index*0.3 + Media Multicultural Index*0.2

 
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 total audience of sub brands in Main brand, there could be a chance of customer overlap.

 

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

Privacy Policy for (BIPI)
Brand Inclusivity Performance Index

At (BIPI) Brand Inclusivity Performance Index, accessible from https://younitemedia.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.

If you have additional questions or require more information about our Privacy Policy, do not hesitate to contact us.

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.

Consent

By using our website, you hereby consent to our Privacy Policy and agree to its terms.

Information we collect

The personal information that you are asked to provide, and the reasons why you are asked to provide it, will be made clear to you at the point we ask you to provide your personal information.

If you contact us directly, we may receive additional information about you such as your name, email address, phone number, the contents of the message and/or attachments you may send us, and any other information you may choose to provide.

When you register for an Account, we may ask for your contact information, including items such as name, company name, address, email address, and telephone number.

How we use your information

We use the information we collect in various ways, including to:

  • Provide, operate, and maintain our website
  • Improve, personalize, and expand our website
  • Understand and analyze how you use our website
  • Develop new products, services, features, and functionality
  • Communicate with you, either directly or through one of our partners, including for customer service, to provide you with updates and other information relating to the website, and for marketing and promotional purposes
  • Send you emails
  • Find and prevent fraud

Log Files

BIPI follows a standard procedure of using log files. These files log visitors when they visit websites. All hosting companies do this and a part of hosting services’ analytics. The information collected by log files include internet protocol (IP) addresses, browser type, Internet Service Provider (ISP), date and time stamp, referring/exit pages, and possibly the number of clicks. These are not linked to any information that is personally identifiable. The purpose of the information is for analyzing trends, administering the site, tracking users’ movement on the website, and gathering demographic information.

Cookies and Web Beacons

Like any other website, BIPI uses ‘cookies’. These cookies are used to store information including visitors’ preferences, and the pages on the website that the visitor accessed or visited. The information is used to optimize the users’ experience by customizing our web page content based on visitors’ browser type and/or other information.

For more general information on cookies, please read more on the Cookie Consent website.

Advertising Partners Privacy Policies

You may consult this list to find the Privacy Policy for each of the advertising partners of BIPI.

Third-party ad servers or ad networks uses technologies like cookies, JavaScript, or Web Beacons that are used in their respective advertisements and links that appear on BIPI, which are sent directly to users’ browser. They automatically receive your IP address when this occurs. These technologies are used to measure the effectiveness of their advertising campaigns and/or to personalize the advertising content that you see on websites that you visit.

Note that BIPI has no access to or control over these cookies that are used by third-party advertisers.

Third Party Privacy Policies

BIPI’s Privacy Policy does not apply to other advertisers or websites. Thus, we are advising you to consult the respective Privacy Policies of these third-party ad servers for more detailed information. It may include their practices and instructions about how to opt-out of certain options.

You can choose to disable cookies through your individual browser options. To know more detailed information about cookie management with specific web browsers, it can be found at the browsers’ respective websites.

CCPA Privacy Rights (Do Not Sell My Personal Information)

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.

Request that a business delete any personal data about the consumer that a business has collected.

Request that a business that sells a consumer’s personal data, not sell the consumer’s personal data.

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.

GDPR Data Protection Rights

We would like to make sure you are fully aware of all of your data protection rights. Every user is entitled to the following:

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.

The right to rectification – You have the right to request that we correct any information you believe is inaccurate. You also have the right to request that we complete the information you believe is incomplete.

The right to erasure – You have the right to request that we erase your personal data, under certain conditions.

The right to restrict processing – You have the right to request that we restrict the processing of your personal data, under certain conditions.

The right to object to processing – You have the right to object to our processing of your personal data, under certain conditions.

The right to data portability – You have the right to request that we transfer the data that we have collected to another organization, or directly to you, under certain conditions.

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.

Children’s Information

Another part of our priority is adding protection for children while using the internet. We encourage parents and guardians to observe, participate in, and/or monitor and guide their online activity.

BIPI does not knowingly collect any Personal Identifiable Information from children under the age of 13. If you think that your child provided this kind of information on our website, we strongly encourage you to contact us immediately and we will do our best efforts to promptly remove such information from our records.