Page 14 - BEQ Magazine Iss 20 Fall 2021 WebRev09272021

BEHIND THE PR

CURTAIN

Hootology explores how T he Corporate Diversity Index
(CDI), an annual quantitative
2020 impacted BIPOC’s firm Hootology, measures the impact of
report from market research

perception of brands corporate diversity efforts at the brand

level. Brands that participate in the CDI are
able to understand the influence of diver-
sity and supplier diversity initiatives on
overall brand perception among key demo-
By MELISSA LOWERY
graphics, what methods and initiatives
have the greatest impact, how their brand
compares to others in public perception
and how their corporate diversity efforts
translate to market share.

“We’ve learned over the past four years of doing
the study that once people are aware of a supplier
diversity initiative, they’re twice as likely to use
the products and services of that particular corpo-
ration,” said Stefanie Francis, Hootology founder
and lead innovator. “We also know that awareness

14 FALL 2021 BUSINESSEQUALITYMAGAZINE.COM