LERMA/ has evaluated more than 5,600 brands distributed in the U.S. and measured 8 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 6 primary considerations:
Serve diverse consumer segments that comprise a notable proportion of the brand’s current consumer base
Prove commitment and advocacy through relevant memberships in organizations focused on diversity and inclusion
Make dedicated financial investments in culturally relevant marketing that targets specific ethnic groups or underserved segments
Consistently maintain targeted advertising for diverse audiences
Maintain established partnerships with advertising and marketing agencies dedicated to cross-cultural and diverse segments
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:
We welcome your questions, suggestions, and even contributions. Please address any inquiries to firstname.lastname@example.org.
LERMA/ is a Dallas-based full-service branding, creative, and digital agency with over 50 employees who care passionately about creating insightful and relevant marketing strategies for an ever-evolving America.
We were founded in 2009 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 own priorities to do great work, take care of our clients, and take care of our people.