Buy Up Index: Big Companies Take Notice. Some Take Aim, Others Take a Bow

This week marks Buy Up Index’s arrival in the world. After well over a year of planning, creating a methodology, experiencing excruciating delays, and designing, researching, and developing the tech, we’re finally asking people to download the app. Buy Up Index is available at Apple’s App Store for free.

We’re launching the app with just three of the 12 industries we have rated. We will release the others one by one – along with an analysis on how each industry overall serves women employees and consumers – to maximize the impact of our research.

So stay tuned. Sign up to receive the newsletter and become part of the Buying Up Community to shop our way to equality – Have Your Dollars Make Change.

Our first week has been a big one: Huffington Post Business section published a story on Buy Up Index. Arianna Huffington herself tweeted the story, one of just 12 she mentioned that day of the some 1,200 pieces of her site’s content.

Even better, Apple paid attention. The company asked HuffPo to add that they do offer maternity leave.

However, the company hasn’t answered our multiple requests for information directly or supplied the figure for the minimum maternity leave that we need for the Index so its policies can be fairly compared.

This shows that we’re already making change. If Apple does reply, their score will likely move from a C to an A overall. So why not be transparent?

The Gap, another big company with a good record on women (the co-founder, for example), also took notice of Buy Up Index. They featured an article about our new app on their blog, Let's Do More.

Personally, I think how each of these two companies responded foreshadows the reception of Buy Up. Companies that understand the importance of genderability and are transparent about it will embrace the possibility of sharing their message with the public.

Companies that are not genderable and transparent about doing so will react defensively to our research. Indeed, Apple attacked Buy Up for not doing our homework, despite our efforts to do so. After years of criticism, Apple has been making huge improvements and moving toward equality. I don’t understand why the company wouldn’t be more open about their parental policies and donations. It’s good news, for sure.

And it’s news that customers and shareholders –—a growing number of important institutional ones-—are keen to know about.
That’s why we’re here.