I hope that you have enjoyed the article, “7 Supplier Diversity Challenges, Part II.”

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While there are many reasons for starting a supplier diversity program, one that I feel is driving more big companies to implement supplier diversity programs is the marketing aspect. Companies want to appeal to a diverse customer base and having a diverse supplier base is just one more technique that can be used to build we’re-for-you brand.

If you look at the Web sites of massive companies, they have significant amounts of Web real estate dedicated to supplier diversity and, in that space, mention their customers:

Johnson & Johnson




Avis Budget Group



I see this trend as a very good one for raising the profile of purchasing within the organization. Branding is top-of-mind for many CEO’s. If purchasing has one more tool that it can use for enhancing the organization’s brand, it can only help.

Charles Dominick, SPSM, SPSM2, SPSM3

Charles Dominick, SPSM, SPSM2, SPSM3 is an internationally-recognized business expert, legendary procurement thought leader, award-winning entrepreneur, and provocative blogger. Charles founded the Next Level Purchasing Association in 2000, oversaw its incredible growth, and successfully led the organization to its acquisition by the Certitrek Group in 2016. He continues to blog and provide advisory services for the NLPA on a part-time basis as he incubates his upcoming business innovations. Charles is also the co-author of the wildly popular, groundbreaking book, "The Procurement Game Plan: Winning Strategies & Techniques For Supply Management Professionals."

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