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Walmart

The multinational retail cornerstone of family life.

Identity

5

/10

Throughout the pandemic, Walmart has been a financial lifeline for local community members. To celebrate the 2022 holiday season, the brand created an "All the Ways We Holiday" ad depicting memories and traditions that represent the food, decorations, and activities from underrepresented cultures.

All The Ways We Holiday (Source: Adsoftheworld)

Social Capital

7

/10

Walmart believes anyone can be a creator, so it launched “Walmart Creator,”  a one-stop portal allowing influencers to monetize shoppable products from the retailer. This service platform democratizes the tools and resources to help small-business influencers monetize their content.

Being accepted into the pilot phase of the program gives huge social capital to influencers, even those just starting out. People of all ages, races and abilities are represented in the Walmart Creator Collective.

Oneness

5

/10

As inflation gets tougher, so does access to education. Walmart is engaged with its Community Academy, which offers free courses to the community for personal and professional development.

The company also created the Spark Driver (self-employed delivery drivers) platform, allowing everyone to earn side income. This program is particularly popular with mothers, students and members of underprivileged communities who need flexible work hours. Since its launch four years ago, the program has thousands of members who make nearly three-quarters of Walmart's deliveries.

Mobilization

5

/10

In 2022, more than 1,100 small businesses pitched their products made, grown or assembled in the U.S. to Walmart merchants at the ninth annual Open Call event.

More than 330 of those pitches resulted in a deal for businesses to sell their items to Walmart customers through placement on Walmart or Sam’s Club shelves, online at Walmart.com or on Walmart’s Marketplace.

This was the largest version of the Open Call, which Walmart says is part of its pledge to spend $250 billion over 10 years on products grown or made in America, a milestone the company says it has reached. In 2021, the company said it would invest another $350 billion in American-made products by 2031.