Introducing the Inaugural SeeMe Index for OTC Health and Wellness– a comprehensive assessment of 70 brands* in 6 categories (allergy, cold & flu, digestive health, menstrual care & incontinence, oral care, pain relief, and vitamins & supplements).
At SeeMe Index, we measure each brand’s inclusive marketing efforts across 3 key components** (ads, product/website and external commitments) and 6 identity dimensions (gender expression, skin tone, age, body size, sexual orientation, and visible disability).
Together this data comprises each brand’s Inclusive Quotient or IQ score. IQ scores translate into 4 brand segments***: Certified Inclusive for the most inclusive brands, followed by the segments of Acts Inclusive, Feels Inclusive and Thinks Inclusive, respectively.
For those seeking in-depth industry insights, brand scores, or custom analysis, reach out to hello@seemeindex.com to learn more about how we can customize to your unique needs.
Example insights include:
- Females with Deep Skin Tones get 10x less Screen Time: In pain relief ads, light skin tone females have 10x more screen time than deep skin tone females (54.6% vs. 5.3%, respectively) highlighting colorism is still prevalent.
- Demographic Testing Details are Sparse: Less than 9% of OTC Health & Wellness brands disclose the ages or ethnicities of clinical trial participants or surveys.
- Large Bodies are Absent: Only 4% of screen time in OTC Health & Wellness ads features people with large bodies.
We are committed to updating the Index annually and expanding coverage to more industries.
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Index Scores
Certified Inclusive
“I am an empathetic and proven inclusive brand.”
0
1
The Honey Pot
Menstrual Care & Incontinence
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
The HoneyPot stand out by having the most complete clinical testing info in the category, including ages and genders of those included in claims and clinical studies, driving consumer confidence that this product has been tested on and will work for people like them. HoneyPot also has also put together an esteemed panel of Black medical experts to guide "humans with vaginas" through topics like sex, vaginal health, dermatology, menopause, hormones and childbirth.
0
2
Theraflu
Allergy, Cold & Flu
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Theraflu's "Right to Recover" is their long-term, multi touchpoint initiative that highlights the connection between lack of paid sick time and financial hardship. Theraflu partners with legal advocacy organization, A Better Balance, to provide state-by-state guidance on paid sick time as well as paid family leave laws, since Black and Latina women are 10% more likely to use their own sick days to care for someone else. Theraflu also has a "Rest & Recover" fund to support families with $600,000 in microgrants to cover lost wages from being sick.
0
2
Ritual
Vitamins & Supplements
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Ritual is the only brand in the Index that publishes the % of people of color in their ads and creator content in an annual impact report. They also provide detailed guidance to trans/non-binary individuals on how to navigate the historically binary nomenclature of "for her" or "for him" multi-vitamins, even going as far as providing "for them" and "for you" replacement stickers for packaging.
0
4
THINX
Menstrual Care & Incontinence
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Since 2019, Thinx and non-profit PERIOD have published "The State of the Period" study, the only publicly available study tracking the impact of period poverty among U.S. teenage students. Thinx also has downloadable infrormation specifically for non-menstruators to dispel myths about periods and bring period education to everyone.
0
5
Advil
Pain Relief
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
The Advil "Pain Equity Project" is a long-term, multi-touchpoint initiative to evaluate the prevalence and impact of pain management inequity among Black communities. This includes robust pain research from 2,000 Americans, funding for medical education, a Pain Equity Course for medical trainees and resources for improved pain management for all.
0
6
Always
Menstrual Care & Incontinence
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Always has a proven track record of championing girls' confidence, especially during puberty, for the last 40 years. They also have focused initiatives specifically for Hispanic Youth like "Capitanes Del Futuro" and the "Always Dreaming (Soñando)" Program which provides financial support and mentorship to future Latina leaders.
0
7
DIVA
Menstrual Care & Incontinence
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
DIVA stands out because they've published an annual impact report each year for the past five years that highlights specific investments in BIPOC, women and gender-diverse organizations. Additionally, DIVA's advertising features a wide range of skin tones and body sizes and their blog uniquely includes guidance for people with disabilities and corresponding menstruation challenges.
0
8
Colgate
Oral Care
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Colgate's website stands out by recognizing unique oral care needs at different ages and life stages and providing information correspondingly. Their oral care health quiz even asks about health conditions like diabetes, arthritis and pregnancy, known to affect oral health. In 2024, Colgate launched the "Beauty of Gaps" campaign to celebrate the uniqueness of gapped teeth and features a gender inclusive and ethnically diverse talent.
0
9
Voltaren
Pain Relief
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Voltaren is one of only 2 brands in our Index with "ease of use" packaging certification from the Arthritis Foundation. In addition, Voltaren's advertising is some of the most diverse in its category with relatively even distributions of age and skin tone representation.
0
10
Saalt
Menstrual Care & Incontinence
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Saalt's annual impact report highlights specific numbers of "periods served", and "days of school funded" and partners with The Flow to address period care affordability within US Black and Latinx communities. Saalt is also one of the only brands to feature a model with the deepest skin tone, Monk 10.
Acts Inclusive
“I stand with you and support you.”
0
11
LOLA
Menstrual Care & Incontinence
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
LOLA empowers consumers to support the causes they care about by donating 1% of every purchase to a non-profit that the consumer chooses at checkout. LOLA also allows consumers to to purchase menstrual hygiene products for someone in need and sends the product directly to their impact partner, I Support the Girls.
0
12
Tylenol
Pain Relief
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Tylenol has many long-term financial commitments that include "The Care Commitment" for injured women athletes, the "Tylenol Future Care" scholarship for inclusive healthcare students, and "Care for the Caregiver" to fulfill caregiver GoFundMe requests. These iniatives all support unique and different idenity dimension groups.
0
13
Listerine
Oral Care
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Listerine continues its commitment to help close the diversity gap in dentistry within the Black community via "The Whoa Collection," its 2nd annual partnership with prominent Black artists to create afro-futuristic bottle wraps in support of the Increasing Diversity in Dentistry (IDID) Pipeline Program.
0
14
Tom's of Maine
Oral Care
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Toms of Maine incubator program (now in its 2nd year) provides funding and mentorship to young environmental leaders from underserved communities that need climate change representation. Toms of Maine also gives 10% of profits to programs like "Get Into Nature", their 3-year, $3 million initiative to give young people equitable access to the outdoors and nature.
0
15
Tampax
Menstrual Care & Incontinence
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Tampax's "Flow It Forward" is a multi-year program that supports Black women pursuing healthcare careers via the United Negro College Fund, period education to young people in disproportionately underserved communities via the Period Education Project and amplifies Black Women's Health Initiative programs on HBCU campuses.
0
16
Crest
Oral Care
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Crest has donated 2.5 million oral health products and provided education for healthy habits as part of "Closing America's Smile Gap," a program which aims to make oral health accessible for children in underserved U.S. communities. Crest also provides $100,000 in dental scholarships to underserved students.
0
17
Nutrafol
Vitamins & Supplements
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
In 2022, Nutrafol launched "Shed the Silence" to destigmatize female hair loss struggles and build a community of 10,000 women that understand one another. Nutafol also highlights demographic specifics in clinical trials such as "participants within 6 months postpartum".
0
18
Hims
Vitamins & Supplements
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Hims champions "cultural competence" (delivering services that meet patients' cultural, social and religious needs) and trains their licensed healthcare professionals accordingly. For example, they utilize the ACTION (Awareness, Care and Treatment In Obesity Management) Study to identify barriers to obesity care gathered from 3,000 people with obesity and 600 healthcare professionals.
0
18
August
Menstrual Care & Incontinence
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
August shares great detail around their charitable efforts showing consumers that their efforts drive true inclusive impact. For example, August funded 194 binders/shapewear for gender non-conforming people, which aligns with their mission of "Period care for everyone who menstruates". August also lets consumers select a nonprofit to donate 1% of their purchase.
0
20
Bayer Aspirin
Pain Relief
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Bayer Aspirin's "Heart Risk Assessment" questionnaire starts by recognizing biological sex may not align with gender identity. This is also the only questionnaire we saw that recognizes intersex individuals who may not fit neatly into binary definitions of male and female.
0
20
Hers
Menstrual Care & Incontinence
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Hers champions "cultural competence" (delivering services that meet patients' cultural, social and religious needs) and trains their licensed healthcare professionals accordingly. For example, they utilize the ACTION (Awareness, Care and Treatment In Obesity Management) Study to identify barriers to obesity care gathered from 3,000 people with obesity and 600 healthcare professionals.
0
20
OPill
Menstrual Care & Incontinence
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
OPill entered a multi-year partnership with the WNBA in 2024 based on a shared commitment to provide equitable access to reproductive healthcare. OPill also specifies suitability of use for "most people capable of becoming pregnant", specifying identity dimensions like age, breastfeeding, perimenopause and hypertension.
0
23
Mucinex
Allergy, Cold & Flu
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Mucinex's "Flip the Script" campaign provides resources and education to consumers and HCPs to prevent antibiotic misuse that can lead to antimicrobial resistance (AMR). Mucinex highlights that those with chronic diseases may be particularly vulnerable and correspondingly partners with Urgent and Primary Care Centers in states with a high index of AMR and antibiotic prescriptions per population.
0
23
IcyHot
Pain Relief
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Since 2021, IcyHot is a lead sponsor of Shaquille O'Neal Foundation's "Comebaq Courts," an initiative to refurbish public sports courts and fields. As of Nov 2023, 5 "Comebaq Courts" have been opened across the US.
0
25
OLLY
Vitamins & Supplements
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
OLLY has committed to $1.5M in grants over the next 3 years to make identity-affirming care accessible to those who need it most. Partners like Project Healthy Minds help connect individuals with care based on age, gender identity, sexual orientation, race & ethnicity.
0
26
Centrum
Vitamins & Supplements
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Centrum not only says they are the "most clinically studied multivitamin brand in the world", but shares clinical trial participant details in studies like COSMO-Mind which examines the effects of Centrum-Silver on memory in 3,562 women and men aged 60 and older. Thishighlights that Centrum is specifically developing and testing products for under-represented consumer groups like 60+ individuals.
0
27
Nature’s Bounty
Vitamins & Supplements
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Nature's Bounty uses positive language "Healthy Aging" to describe products designed for older individuals. They also provide transparency to how product sales have supported Susan G. Komen breast cancer research in the last 3 years.
0
28
Julie
Menstrual Care & Incontinence
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Julie provides robust details of their community support across the US in their annual impact report. This includes confirmation that its 300+ partners specifically support BIPOC and LGBTQIA communities, reinforcing their commitment to serve those most affected by unequal access to healthcare.
Feels Inclusive
“I try to feel what you feel.”
0
29
Aleve
Pain Relief
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Aleve ads evenly distribute screen time between medium/deep and fair/light skin tones. In "The Painful Truth" campaign, Aleve works with non-profits to educate on the dangers of opioids.
0
30
CORA
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
CORA was one of the few brands to feature talent with a visible disability, specifically a model with a prosthetic limb as part of their "Made to Move Pad" campaign. CORA also highlights that 75% of domestic giving is dedicated to BIPOC communities.
0
30
U by Kotex
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
The "Kotex She Can" Initiative fights period stigmas and barriers by promoting access to education and by helping open doors to equal opportunities for women. In 2024, they extended this initiative to include partnership with non-profit, She's the First.
0
32
Claritin
Allergy, Cold & Flu
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Claritin financially supports the The Asthma and Allergy Foundation of America’s (AAFA) yearly "Allergy Capitals" report (which is downloadable) and explores seasonal allergies in the top 100 most-populated U.S. metropolitan areas.
0
33
MiraLAX
Digestive Health
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
MiraLAX's “The Gut Gap" campaign highlights research that women, especially millennial women, are 2x more likely to be constipated often due to stress that impacts their gut.
0
34
Midol
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Midol's "Comfort in Power" campaign features a trans man, recognizing that those who menstruate but don't always identify as female. In 2024, Midol and nonprofit partner PERIOD launched "PeriodTalk" to address gaps in period education and dialogue.
0
35
Culturelle
Digestive Health
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Culturelle's "Protect the Gut Microbiome" 2024 campaign cites 47% of Americans live with gut health issues but don't do anything about it. A deeper dive into the data from Ipsos shows this is most likely to affect women, 18-44 and those with lower incomes.
0
35
Depend
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Depend has supported the Prostate Cancer Foundation (PCF) for 5 years via their "Stand Strong for Men's Health" initiative. Depend provides visibility to consumers on the exact amount of product sales that go to the foundation.
0
37
Zyrtec
Allergy, Cold & Flu
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Zyrtec launched ZyrTalk which is a new initiative where scientists from different backgrounds share the science behind top allergy questions. Zyrtec also offers a localized Pollen Forecast & Allergy Symptom Tracker App called AllergyCast.
0
37
FirstResponse
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
First Response has recognized the inequity that Black and Indigenous women are 2-3x more likely than White women to die from complications in pregnancy and childbirth. To fight this inequity the brand has raised funds and awareness of the Black Mamas Matter Alliance's "Black Maternal Health Week".
0
39
Emergen-C
Vitamins & Supplements
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Emergen-C provides resources and guidance to consumers to help enhance their own individual communities.
0
40
Goli
Vitamins & Supplements
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Since 2018, Goli Nutrition has had a 1-for-1 grant to Vitamin Angels, which provides essential vitamins to children in need with every purchase on goli.com.
0
40
NatureMade
Vitamins & Supplements
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
NatureMade supports active wellness for people of all ages via its sponsorship of USA Pickleball, including facility and educational support for pickleball facilities in Alabama, Arizona, and California.
0
42
Playtex
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Playex has partnered with Girls Helping Girls. Period. since 2017 to provide financial and product donations to those who menstruate while living in poverty.
0
43
Sensodyne
Oral Care
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Sensodyne's advertising features dental professionals from many backgrounds recognizing that consumers want to receive sensitive teeth information from experts that align with their individual identities.
0
43
Rael
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Rael partners with I Support the Girls to distribute menstrual hygiene products to those experiencing homelessness.
0
45
Allegra
Allergy, Cold & Flu
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Allegra Airways is a navigation tool launched in 2024 designed to help outdoor enthusiasts find real-time walking, biking, and running routes with cleaner air based on hyperlocal pollen and air pollution levels.
0
45
Clearblue
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Clearblue is creating inclusive experiences for menopause sufferers. Clearblue identified that menopause is searched 10x more than fertility yet only 45% of people feel like they have enough information to manage menopause. Based on this, they developed the Clearblue Menopause Stage Indicator specifically for this under-represented group.
Thinks Inclusive
“I try to think like you do.”
0
47
Biofreeze
Pain Relief
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Biofreeze is one of few brands to feature an active person in a wheelchair on their website.
Biofreeze
0
48
One-A-Day
Vitamins & Supplements
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
OneADay recognizes that cellular age – how a person’s cells are aging – may not always match one’s chronological age. They've created a wellness companion app to help consumers measure and track personal progress over time.
One-A-Day
0
49
Poise
Menstrual Care & Incontinence
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Poise ads have mostly even representation of skin tones and ages of talent.
Poise
0
50
Nordic Naturals
Vitamins & Supplements
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Nordic Naturals is one of few brands to feature a gay male couple with their daughter in ads, specifically showing the couple as they reference "better for families".
Nordic Naturals
0
51
Flonase
Allergy, Cold & Flu
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Flonase ads evenly distribute actor screentime regardless of skin tone and gender.
Flonase
0
51
Dose
Vitamins & Supplements
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Dose ads are some of the most diverse in its category, including relatively even representation of skin tones, ages and genders.
Dose
0
53
Vicks
Allergy, Cold & Flu
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Vicks participated and donated to "Altisimo Live," an event that celebrated the Hispanic frontline farm working communities impacted by COVID-19 and supported the "Farmworkers Pandemic Relief Fund".
Vicks
0
53
Dulcolax
Digestive Health
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Dulcolax's website features talent that feels real, that is, not overly made up and inclusive of age, gender and skin tone.
Dulcolax
0
55
Therabreath
Oral Care
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Therabreath's Oral Rinse Anthem "It's Swishy Time" features a wide range of skin tones, ages and genders.
Therabreath
0
56
Robitussin
Allergy, Cold & Flu
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Robitussin partnered with AllStars Project Inc in 2023 to help provide equal access to performing arts education and help young people "Find Your Voice"
Robitussin
0
56
Tums
Digestive Health
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
TUMS recognizes that pregnant women may experience heartburn for the first time and has a host of specific resources available to guide them. TUMS also has specific guidance for acid reflux in teens.
Tums
0
58
Metamucil
Digestive Health
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Metamucil's "Two Week Challenge" highlights that only 10% of Americans get enough fiber in their daily diet and links to USDA data which shows how this differs by gender and age.
Metamucil
0
59
Parodontax
Oral Care
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Parodontax's HCP website provides important information on identity and periodontal disease, including the fact that it is more common among men than women (50.2% vs. 34.6%).
Parodontax
0
60
Prilosec OTC
Digestive Health
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Prilosec OTC ads have strong representation of medium and deep skin tones.
Prilosec OTC
0
61
Arm & Hammer
Oral Care
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Arm & Hammer has sponsored a series of creator "Get Ready With Me" videos that features a diverse group of creators.
Arm & Hammer
0
61
Airborne
Vitamins & Supplements
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
"The Real Moms of Airborne" creator partnerships on TikTok highlight diversity by including moms from many types of backgrounds and family structures.
Airborne
0
63
Vitafusion
Vitamins & Supplements
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Vitafusion has partnered with the Fruit Tree Foundation for the last 7 years to plant trees in underserved communities across the US and the globe.
Vitafusion
0
64
Align Probiotics
Digestive Health
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Align Probiotic's YouTube channel has a series of videos called "My Align Experience" where people from different ages and backgrounds discuss their personal experiences with the product, including how identity affects their gut health.
Align Probiotics
0
65
Hello
Oral Care
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Hello has partnered with several creators that celebrate natural hair as part of their sponsored content.
Hello
0
66
Garden of Life
Vitamins & Supplements
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Garden of Life supports people with disabilities, women and Parkinson's sufferers via organizations like the Special Olympics Palm Beach County, WomenHeart and the National Parkinson Foundation, respectively.
Garden of Life
0
67
Alka Seltzer Plus
Allergy, Cold & Flu
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Alka Seltzer's 2024 campaign for Fizzy Melts is gender and skin tone diverse, and filmed as part of their sponsorship of the Morocco Desert Challenge.
Alka Seltzer Plus
0
68
Nasonex
Allergy, Cold & Flu
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Nasonex features a range of genders and ages in their ads and/or on their website.
Nasonex
0
69
Pepto Bismol
Digestive Health
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Pepto Bismol's 2024 campaign for "Fast Melts" recognizes the cultural role of food within Latinx intergenerational communities.
Pepto Bismol
0
70
Aspercreme
Pain Relief
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Aspercreme's sponsored content with drag entertainer @thenickydoll reflects shared pain experiences of anyone wearing high heels all day. The brand credits this campaign with a 70% increase of Aspercreme Dry Spray sales on Amazon.
Aspercreme
0
1
The Honey Pot
Menstrual Care & Incontinence
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
The HoneyPot stand out by having the most complete clinical testing info in the category, including ages and genders of those included in claims and clinical studies, driving consumer confidence that this product has been tested on and will work for people like them. HoneyPot also has also put together an esteemed panel of Black medical experts to guide "humans with vaginas" through topics like sex, vaginal health, dermatology, menopause, hormones and childbirth.
0
2
Theraflu
Allergy, Cold & Flu
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Theraflu's "Right to Recover" is their long-term, multi touchpoint initiative that highlights the connection between lack of paid sick time and financial hardship. Theraflu partners with legal advocacy organization, A Better Balance, to provide state-by-state guidance on paid sick time as well as paid family leave laws, since Black and Latina women are 10% more likely to use their own sick days to care for someone else. Theraflu also has a "Rest & Recover" fund to support families with $600,000 in microgrants to cover lost wages from being sick.
0
2
Ritual
Vitamins & Supplements
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Ritual is the only brand in the Index that publishes the % of people of color in their ads and creator content in an annual impact report. They also provide detailed guidance to trans/non-binary individuals on how to navigate the historically binary nomenclature of "for her" or "for him" multi-vitamins, even going as far as providing "for them" and "for you" replacement stickers for packaging.
0
4
THINX
Menstrual Care & Incontinence
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Since 2019, Thinx and non-profit PERIOD have published "The State of the Period" study, the only publicly available study tracking the impact of period poverty among U.S. teenage students. Thinx also has downloadable infrormation specifically for non-menstruators to dispel myths about periods and bring period education to everyone.
0
5
Advil
Pain Relief
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
The Advil "Pain Equity Project" is a long-term, multi-touchpoint initiative to evaluate the prevalence and impact of pain management inequity among Black communities. This includes robust pain research from 2,000 Americans, funding for medical education, a Pain Equity Course for medical trainees and resources for improved pain management for all.
0
6
Always
Menstrual Care & Incontinence
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Always has a proven track record of championing girls' confidence, especially during puberty, for the last 40 years. They also have focused initiatives specifically for Hispanic Youth like "Capitanes Del Futuro" and the "Always Dreaming (Soñando)" Program which provides financial support and mentorship to future Latina leaders.
0
7
DIVA
Menstrual Care & Incontinence
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
DIVA stands out because they've published an annual impact report each year for the past five years that highlights specific investments in BIPOC, women and gender-diverse organizations. Additionally, DIVA's advertising features a wide range of skin tones and body sizes and their blog uniquely includes guidance for people with disabilities and corresponding menstruation challenges.
0
8
Colgate
Oral Care
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Colgate's website stands out by recognizing unique oral care needs at different ages and life stages and providing information correspondingly. Their oral care health quiz even asks about health conditions like diabetes, arthritis and pregnancy, known to affect oral health. In 2024, Colgate launched the "Beauty of Gaps" campaign to celebrate the uniqueness of gapped teeth and features a gender inclusive and ethnically diverse talent.
0
9
Voltaren
Pain Relief
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Voltaren is one of only 2 brands in our Index with "ease of use" packaging certification from the Arthritis Foundation. In addition, Voltaren's advertising is some of the most diverse in its category with relatively even distributions of age and skin tone representation.
0
10
Saalt
Menstrual Care & Incontinence
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Saalt's annual impact report highlights specific numbers of "periods served", and "days of school funded" and partners with The Flow to address period care affordability within US Black and Latinx communities. Saalt is also one of the only brands to feature a model with the deepest skin tone, Monk 10.
0
11
LOLA
Menstrual Care & Incontinence
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
LOLA empowers consumers to support the causes they care about by donating 1% of every purchase to a non-profit that the consumer chooses at checkout. LOLA also allows consumers to to purchase menstrual hygiene products for someone in need and sends the product directly to their impact partner, I Support the Girls.
0
12
Tylenol
Pain Relief
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Tylenol has many long-term financial commitments that include "The Care Commitment" for injured women athletes, the "Tylenol Future Care" scholarship for inclusive healthcare students, and "Care for the Caregiver" to fulfill caregiver GoFundMe requests. These iniatives all support unique and different idenity dimension groups.
0
13
Listerine
Oral Care
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Listerine continues its commitment to help close the diversity gap in dentistry within the Black community via "The Whoa Collection," its 2nd annual partnership with prominent Black artists to create afro-futuristic bottle wraps in support of the Increasing Diversity in Dentistry (IDID) Pipeline Program.
0
14
Tom's of Maine
Oral Care
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Toms of Maine incubator program (now in its 2nd year) provides funding and mentorship to young environmental leaders from underserved communities that need climate change representation. Toms of Maine also gives 10% of profits to programs like "Get Into Nature", their 3-year, $3 million initiative to give young people equitable access to the outdoors and nature.
0
15
Tampax
Menstrual Care & Incontinence
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Tampax's "Flow It Forward" is a multi-year program that supports Black women pursuing healthcare careers via the United Negro College Fund, period education to young people in disproportionately underserved communities via the Period Education Project and amplifies Black Women's Health Initiative programs on HBCU campuses.
0
16
Crest
Oral Care
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Crest has donated 2.5 million oral health products and provided education for healthy habits as part of "Closing America's Smile Gap," a program which aims to make oral health accessible for children in underserved U.S. communities. Crest also provides $100,000 in dental scholarships to underserved students.
0
17
Nutrafol
Vitamins & Supplements
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
In 2022, Nutrafol launched "Shed the Silence" to destigmatize female hair loss struggles and build a community of 10,000 women that understand one another. Nutafol also highlights demographic specifics in clinical trials such as "participants within 6 months postpartum".
0
18
Hims
Vitamins & Supplements
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Hims champions "cultural competence" (delivering services that meet patients' cultural, social and religious needs) and trains their licensed healthcare professionals accordingly. For example, they utilize the ACTION (Awareness, Care and Treatment In Obesity Management) Study to identify barriers to obesity care gathered from 3,000 people with obesity and 600 healthcare professionals.
0
18
August
Menstrual Care & Incontinence
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
August shares great detail around their charitable efforts showing consumers that their efforts drive true inclusive impact. For example, August funded 194 binders/shapewear for gender non-conforming people, which aligns with their mission of "Period care for everyone who menstruates". August also lets consumers select a nonprofit to donate 1% of their purchase.
0
20
Bayer Aspirin
Pain Relief
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Bayer Aspirin's "Heart Risk Assessment" questionnaire starts by recognizing biological sex may not align with gender identity. This is also the only questionnaire we saw that recognizes intersex individuals who may not fit neatly into binary definitions of male and female.
0
20
Hers
Menstrual Care & Incontinence
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Hers champions "cultural competence" (delivering services that meet patients' cultural, social and religious needs) and trains their licensed healthcare professionals accordingly. For example, they utilize the ACTION (Awareness, Care and Treatment In Obesity Management) Study to identify barriers to obesity care gathered from 3,000 people with obesity and 600 healthcare professionals.
0
20
OPill
Menstrual Care & Incontinence
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
OPill entered a multi-year partnership with the WNBA in 2024 based on a shared commitment to provide equitable access to reproductive healthcare. OPill also specifies suitability of use for "most people capable of becoming pregnant", specifying identity dimensions like age, breastfeeding, perimenopause and hypertension.
0
23
Mucinex
Allergy, Cold & Flu
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Mucinex's "Flip the Script" campaign provides resources and education to consumers and HCPs to prevent antibiotic misuse that can lead to antimicrobial resistance (AMR). Mucinex highlights that those with chronic diseases may be particularly vulnerable and correspondingly partners with Urgent and Primary Care Centers in states with a high index of AMR and antibiotic prescriptions per population.
0
23
IcyHot
Pain Relief
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Since 2021, IcyHot is a lead sponsor of Shaquille O'Neal Foundation's "Comebaq Courts," an initiative to refurbish public sports courts and fields. As of Nov 2023, 5 "Comebaq Courts" have been opened across the US.
0
25
OLLY
Vitamins & Supplements
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
OLLY has committed to $1.5M in grants over the next 3 years to make identity-affirming care accessible to those who need it most. Partners like Project Healthy Minds help connect individuals with care based on age, gender identity, sexual orientation, race & ethnicity.
0
26
Centrum
Vitamins & Supplements
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Centrum not only says they are the "most clinically studied multivitamin brand in the world", but shares clinical trial participant details in studies like COSMO-Mind which examines the effects of Centrum-Silver on memory in 3,562 women and men aged 60 and older. Thishighlights that Centrum is specifically developing and testing products for under-represented consumer groups like 60+ individuals.
0
27
Nature’s Bounty
Vitamins & Supplements
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Nature's Bounty uses positive language "Healthy Aging" to describe products designed for older individuals. They also provide transparency to how product sales have supported Susan G. Komen breast cancer research in the last 3 years.
0
28
Julie
Menstrual Care & Incontinence
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Julie provides robust details of their community support across the US in their annual impact report. This includes confirmation that its 300+ partners specifically support BIPOC and LGBTQIA communities, reinforcing their commitment to serve those most affected by unequal access to healthcare.
0
29
Aleve
Pain Relief
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Aleve ads evenly distribute screen time between medium/deep and fair/light skin tones. In "The Painful Truth" campaign, Aleve works with non-profits to educate on the dangers of opioids.
0
30
CORA
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
CORA was one of the few brands to feature talent with a visible disability, specifically a model with a prosthetic limb as part of their "Made to Move Pad" campaign. CORA also highlights that 75% of domestic giving is dedicated to BIPOC communities.
0
30
U by Kotex
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
The "Kotex She Can" Initiative fights period stigmas and barriers by promoting access to education and by helping open doors to equal opportunities for women. In 2024, they extended this initiative to include partnership with non-profit, She's the First.
0
32
Claritin
Allergy, Cold & Flu
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Claritin financially supports the The Asthma and Allergy Foundation of America’s (AAFA) yearly "Allergy Capitals" report (which is downloadable) and explores seasonal allergies in the top 100 most-populated U.S. metropolitan areas.
0
33
MiraLAX
Digestive Health
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
MiraLAX's “The Gut Gap" campaign highlights research that women, especially millennial women, are 2x more likely to be constipated often due to stress that impacts their gut.
0
34
Midol
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Midol's "Comfort in Power" campaign features a trans man, recognizing that those who menstruate but don't always identify as female. In 2024, Midol and nonprofit partner PERIOD launched "PeriodTalk" to address gaps in period education and dialogue.
0
35
Culturelle
Digestive Health
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Culturelle's "Protect the Gut Microbiome" 2024 campaign cites 47% of Americans live with gut health issues but don't do anything about it. A deeper dive into the data from Ipsos shows this is most likely to affect women, 18-44 and those with lower incomes.
0
35
Depend
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Depend has supported the Prostate Cancer Foundation (PCF) for 5 years via their "Stand Strong for Men's Health" initiative. Depend provides visibility to consumers on the exact amount of product sales that go to the foundation.
0
37
Zyrtec
Allergy, Cold & Flu
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Zyrtec launched ZyrTalk which is a new initiative where scientists from different backgrounds share the science behind top allergy questions. Zyrtec also offers a localized Pollen Forecast & Allergy Symptom Tracker App called AllergyCast.
0
37
FirstResponse
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
First Response has recognized the inequity that Black and Indigenous women are 2-3x more likely than White women to die from complications in pregnancy and childbirth. To fight this inequity the brand has raised funds and awareness of the Black Mamas Matter Alliance's "Black Maternal Health Week".
0
39
Emergen-C
Vitamins & Supplements
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Emergen-C provides resources and guidance to consumers to help enhance their own individual communities.
0
40
Goli
Vitamins & Supplements
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Since 2018, Goli Nutrition has had a 1-for-1 grant to Vitamin Angels, which provides essential vitamins to children in need with every purchase on goli.com.
0
40
NatureMade
Vitamins & Supplements
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
NatureMade supports active wellness for people of all ages via its sponsorship of USA Pickleball, including facility and educational support for pickleball facilities in Alabama, Arizona, and California.
0
42
Playtex
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Playex has partnered with Girls Helping Girls. Period. since 2017 to provide financial and product donations to those who menstruate while living in poverty.
0
43
Sensodyne
Oral Care
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Sensodyne's advertising features dental professionals from many backgrounds recognizing that consumers want to receive sensitive teeth information from experts that align with their individual identities.
0
43
Rael
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Rael partners with I Support the Girls to distribute menstrual hygiene products to those experiencing homelessness.
0
45
Allegra
Allergy, Cold & Flu
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Allegra Airways is a navigation tool launched in 2024 designed to help outdoor enthusiasts find real-time walking, biking, and running routes with cleaner air based on hyperlocal pollen and air pollution levels.
0
45
Clearblue
Menstrual Care & Incontinence
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Clearblue is creating inclusive experiences for menopause sufferers. Clearblue identified that menopause is searched 10x more than fertility yet only 45% of people feel like they have enough information to manage menopause. Based on this, they developed the Clearblue Menopause Stage Indicator specifically for this under-represented group.
0
47
Biofreeze
Pain Relief
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Biofreeze is one of few brands to feature an active person in a wheelchair on their website.
0
48
One-A-Day
Vitamins & Supplements
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
OneADay recognizes that cellular age – how a person’s cells are aging – may not always match one’s chronological age. They've created a wellness companion app to help consumers measure and track personal progress over time.
0
49
Poise
Menstrual Care & Incontinence
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Poise ads have mostly even representation of skin tones and ages of talent.
0
50
Nordic Naturals
Vitamins & Supplements
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Nordic Naturals is one of few brands to feature a gay male couple with their daughter in ads, specifically showing the couple as they reference "better for families".
0
51
Flonase
Allergy, Cold & Flu
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Flonase ads evenly distribute actor screentime regardless of skin tone and gender.
0
51
Dose
Vitamins & Supplements
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Dose ads are some of the most diverse in its category, including relatively even representation of skin tones, ages and genders.
0
53
Vicks
Allergy, Cold & Flu
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Vicks participated and donated to "Altisimo Live," an event that celebrated the Hispanic frontline farm working communities impacted by COVID-19 and supported the "Farmworkers Pandemic Relief Fund".
0
53
Dulcolax
Digestive Health
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Dulcolax's website features talent that feels real, that is, not overly made up and inclusive of age, gender and skin tone.
0
55
Therabreath
Oral Care
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Therabreath's Oral Rinse Anthem "It's Swishy Time" features a wide range of skin tones, ages and genders.
0
56
Robitussin
Allergy, Cold & Flu
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Robitussin partnered with AllStars Project Inc in 2023 to help provide equal access to performing arts education and help young people "Find Your Voice"
0
56
Tums
Digestive Health
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
TUMS recognizes that pregnant women may experience heartburn for the first time and has a host of specific resources available to guide them. TUMS also has specific guidance for acid reflux in teens.
0
58
Metamucil
Digestive Health
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Metamucil's "Two Week Challenge" highlights that only 10% of Americans get enough fiber in their daily diet and links to USDA data which shows how this differs by gender and age.
0
59
Parodontax
Oral Care
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Parodontax's HCP website provides important information on identity and periodontal disease, including the fact that it is more common among men than women (50.2% vs. 34.6%).
0
60
Prilosec OTC
Digestive Health
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Prilosec OTC ads have strong representation of medium and deep skin tones.
0
61
Arm & Hammer
Oral Care
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Arm & Hammer has sponsored a series of creator "Get Ready With Me" videos that features a diverse group of creators.
0
61
Airborne
Vitamins & Supplements
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
"The Real Moms of Airborne" creator partnerships on TikTok highlight diversity by including moms from many types of backgrounds and family structures.
0
63
Vitafusion
Vitamins & Supplements
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Vitafusion has partnered with the Fruit Tree Foundation for the last 7 years to plant trees in underserved communities across the US and the globe.
0
64
Align Probiotics
Digestive Health
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Align Probiotic's YouTube channel has a series of videos called "My Align Experience" where people from different ages and backgrounds discuss their personal experiences with the product, including how identity affects their gut health.
0
65
Hello
Oral Care
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Hello has partnered with several creators that celebrate natural hair as part of their sponsored content.
0
66
Garden of Life
Vitamins & Supplements
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Garden of Life supports people with disabilities, women and Parkinson's sufferers via organizations like the Special Olympics Palm Beach County, WomenHeart and the National Parkinson Foundation, respectively.
0
67
Alka Seltzer Plus
Allergy, Cold & Flu
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Alka Seltzer's 2024 campaign for Fizzy Melts is gender and skin tone diverse, and filmed as part of their sponsorship of the Morocco Desert Challenge.
0
68
Nasonex
Allergy, Cold & Flu
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Nasonex features a range of genders and ages in their ads and/or on their website.
0
69
Pepto Bismol
Digestive Health
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Pepto Bismol's 2024 campaign for "Fast Melts" recognizes the cultural role of food within Latinx intergenerational communities.
0
70
Aspercreme
Pain Relief
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product Lineup
External DEI Commitments
Notable Inclusivity Effort
Aspercreme's sponsored content with drag entertainer @thenickydoll reflects shared pain experiences of anyone wearing high heels all day. The brand credits this campaign with a 70% increase of Aspercreme Dry Spray sales on Amazon.
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Footnotes:
*We determined the top 70 OTC Health & Wellness brands utilizing a combination of sales data and industry resources. For sales data, we assessed the rankings of top OTC Health & Wellness brands using Circana data for 52 weeks ending September 30, 2024. For industry sources, we utilized consumer trends platform Spate to identify the most searched brands in each category on Google and the most hashtagged brands on TikTok.
**3 Components: Each component carries equal weight in determining a brand's final Inclusive Quotient, or IQ score.
- Ads: We analyzed each brand’s most viewed and widely watched content across platforms like iSpotTV, Meta ads, Instagram, YouTube, and TikTok. Our analysis primarily covered assets from September 30, 2023 to September 30th, 2024. We prioritized most-viewed assets, allowing us to gain valuable insight into media investment and virality.
- Product and website: We evaluated each brand's product line, considering everything from products, terminology and website features. Our scoring system was normalized to be fair and equitable across the unique characteristics of each category.
- External Commitments: We examined external commitments made by each brand and the intersectionality with identity groups. This encompassed commitments undertaken through company-led initiatives, partnerships, donations, and public announcements.
***Inclusive Quotient (IQ) scores organizes brands into four distinct segments:
- Certified Inclusive: I am empathetic and a proven inclusive brand.
Brands in this category are at the forefront of inclusivity. They excel across ads, product and external commitments, demonstrating holistic inclusivity efforts. Their efforts are often ingrained in the DNA of the brand itself. These brands are certified inclusive and have earned the prestigious SeeMe Index seal of approval, which they can proudly showcase in their marketing materials. - Acts Inclusive: I stand with you and support you.
These brands are actively working toward inclusivity and have made significant progress. While they might not excel in all three components, they consistently show a strong dedication to inclusivity. - Feels Inclusive: I try to feel what you feel.
These brands are taking some meaningful inclusive actions but it is inconsistent across components and identities. They are more nascent in their inclusivity journey but deliver some impactful efforts. - Thinks inclusive: I try to think like you do.
Brands in this category show promise of inclusive action. However, efforts have yet to fully materialize, and they have significant room for improvement.
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