Showing the power of Corporate America's diversity initiatives

Brenda Beveridge
Affinity

What if supplier diversity professionals could walk into the C-suite with data that proves their work drives brand value, new customers, and real revenue — not just awards and spend numbers? That's exactly what Hootology set out to build. This Affinity Inc. cover story traces the origin of the Corporate Diversity Index, the tool Stefanie Francis and the Hootology team perfected after noticing a glaring gap between the hard work diversity professionals were doing and their ability to prove its business impact. Spoiler: consumers who are aware of a brand's supplier diversity initiative are more than twice as likely to buy from that brand. Read on to find out what that means for the future of the conversation.