Tyson Foods, Inc. is demonstrating its commitment to credible and socially responsible journalism in its advertising on websites and media by conducting a social context Impact Index in partnership with Mindshare, the global media services company, and socialcontext.ai, a contextual intelligence startup supported by the University of Colorado Boulder.
The Impact Index is an analytics tool that looks at the social impact of editorial content on minority communities. The custom algorithms powering the Index are trained, validated, and regularly audited by experts to identify detrimental or hateful content towards minority groups and communities. Media planners can then leverage this page-level data to quantify the impact their investments have on different communities and inform and optimize a brand’s paid media spend accordingly.
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“Tyson Foods has one of the most diverse workforces, and we’re proud to advance diversity, equity and inclusion by committing to actions like the Impact Index,” said Paul Davis, vice president and chief diversity, equity, and inclusion officer for Tyson Foods. “The Impact Index will ensure our actions in brand responsibility ladder up to our core values as a company and individuals.”
As a first mover for the Impact Index, Tyson Foods is working with Mindshare and socialcontext.ai to analyze content around minority communities and drive more inclusive content. The company will continue to advance diversity, equity and inclusion by committing to work towards increasing diverse supplier spending, conducting education, training, and developing innovative programs through strategic partnerships to increase consumer awareness.
“Brands and ad placements have an impact on consumers, be it consciously or subconsciously,” says Jared Greene, director of Invention+ at Mindshare, who co-led the launch of the Impact Index. “A tool like the Impact Index is a positive step in addressing the role human well-being plays in creating our media plans, and our ambition to make media more intentional and equitable for all consumers.”