BIP Index de LERMA
A year ago, LERMA/ launched a tool to measure the exact performance of brands in the multicultural market.Shannon Dunbar-Rubio, Senior Director of Strategic Planning at LERMA/, explained that the Brand Inclusivity Performance Index or BIP tool provides a benchmark for brands to start a conversation about diversity and inclusion within their organizations. She emphasized that it has created awareness that all brands can do better regarding DEI.“Even in our case, the tool helped shed light on how many brands need guidance to help diversify their talent base and more effectively meet the needs of our evolving market. The insights encouraged us to launch a separate business, Inclusive, focused on providing DEI consulting services and helping guide brands to capitalize on their diversity of talent for long-term growth. Inclusivista has already rendered excellent results with two new clients this year and witnessed an incredible level of commitment from their leadership teams and an evolution in their cultures,” she said.Dunbar-Rubio explained that DEI has changed over time. He said that throughout the launch of Inclusivista and the evolution of its BIPI tool, they had the opportunity to speak with some of their partners, such as Drumline and Kantar, regarding developing measurement tools that can help brands have a better understanding of how they are doing in terms of DEI.According to BIPI, the top-performing brands typically score over 140, some of which have included Nestlé, Foot Locker, and Huggies. However, Dunbar-Rubio underlines that no brand is perfect and that there are always areas for improvement.“Once we implement the BIPI 2.0 tool, it will be interesting to see how brand scores have changed in recent years. Our index supports the idea that a diverse and inclusive brand is more likely to attract larger audiences. At LERMA/ we show our clients what we call ‛prize size’ that helps quantify potential revenue based on expanding offerings to broader client segments. It also allows them to expand their communications beyond their target, boosting their bottom line and helping drive sustainable growth that traditional approaches tend to miss,” she explained.For Francisco “Pancho” Cárdenas, Principal of Digital Strategy & Integration LERMA/, the most valuable lesson in developing this tool has been “brand care.”“We are delighted to see how many brands genuinely care and commit to DEI initiatives to ensure a good position to continue to grow as the market evolves. And while we say brands, we refer to the people behind those brands who are passionate about embracing humanity and ensuring their work is inclusive for everyone. We have had great conversations with clients about getting started and evolving. That is always something motivating,” he concluded.
