We believe minority-owned businesses deserve equal opportunity to leverage data to develop fact-based and insight-informed growth strategies. How might we help build a fair and equitable industry, helping diverse-owned consumer packaged goods and general merchandising companies leverage data, analytics, and insights.

Through the Diversity Advantage Program (DAP), Circana offers complimentary access to consumer and shopper insights data and applications, literacy training, and consulting services to 48 participating companies, delivering material benefits for each business.

Our thought leaders along with our network of employee volunteers empower participating businesses by:

• Engaging with program participants as a resource for answering business questions;
• Providing system, data and item support;
• Educating business users on business dynamics, procedures and requirements using the necessary knowledge, tools and data from the ecosystem; and
• Coaching and mentoring users on how to grow their business using the data analytics and insights provided through the program

We also focus on external education and advocacy about the buying power of diverse consumers aligning resources for use on social media, in the press, and at events to spread the word to foster strong ecosystems within these communities. To further this effort, we are currently working with The Fifteen Percent Pledge to ensure that General Merchandise Retailers are providing opportunity for Black-Owned and Founded brands.

We recently launched the second cohort of participating companies in our DAP Program.

• To date, our programs have aided more than 48 minority-owned/women-owned CPG companies with support from nearly a dozen retailers in the US and UK.
• We have more than 220 employee volunteers who are investing time outside of their normal job duties, to assist participating companies in getting actionable, fact-based data and insights to help build their growth strategies.
• The Diversity Advantage Program was recognized with a 2021 Progressive Grocer Impact Award on Diversity and Inclusion.
• Notable successes include:

             o BLK and Bold Specialty Coffee, a specialty coffee manufacturer, tapped into the opportunity for premium, specialty K-cups in the single-cup coffee category with a leading retailer by identifying stores with the highest propensity for purchases and quantifying sales impact. The retailer subsequently increased potential distribution for BLK and Bold by 450 stores.

Pernell Cezar, Co-Founder & CEO for BLK and Bold, commented, "DAP has unlocked incredible opportunities for our business that never would have been attainable without access to the valuable sales and consumer insights that [Circana] provides. As a result of the program, BLK and Bold has accelerated growth and is well-positioned for continued success. I am very grateful to IRI and the participating retailers for dedicating their time and resources to this effort.“

            o Mented, a new women-founded cosmetics company, leveraged a detailed consumer survey to better understand the cosmetic shopping preferences of a leading retailer’s customers. Insights derived from the survey helped guide Mented’s strategy, which contributed to a sales increase of more than 80% and a doubling of its average weekly distribution at the retailer.

Circana has also expanded to help Black general merchandise entrepreneurs grow and scale in the evolving retail landscape through engagement with rich data assets and deep industry knowledge.

            o Our pilot client, Furi Sport, is a Black-owned tennis apparel and equipment company who also gives back through tennis instruction and equipment, encouraging an increase in Black tennis participation. In partnership with our sports industry advisor and fashion industry analyst, Furi Sport was able to secure an additional $1M in funding, doing $350K annually.

           o Our office supplies clients, BeRooted, a Black woman-owned stationary brand that weaves culture in every design and message, has partnered with our office supplies industry analyst and recently announced that they went from 2 skus to a full endcap with the retailer.

We are also proud of the impact these programs have had on our employees and company culture. By providing opportunities to impact diverse communities, our people are learning and empathizing with different and unique perspectives. It also encourages a corporate culture of inclusion and accountability to our broader society.