The Use of Affinity Groups by Fortune 100 Firms

Abstract

We found that 66 of the Fortune 100 firms mentioned affinity groups on their websites. The most frequently mentioned themes were professional development (68%) and diversity (66%). The vast majority represent protected classes. Fifty-eight percent fell into the “legal” category; 30% fulfilled a business function in that they were targeted at people from different countries which could benefit marketing, recruiting, and retention efforts; and 13% fell into the “other” category. We present possible reasons why firms may not have them listed. We conclude by discussing SMART goals and how they can be used to make affinity groups more effective.