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Supplier Diversity

Fostering Diversity Equity & Inclusion

GM continues to build upon our legacy of leadership in helping diverse suppliers flourish. We are the economic engine that drives empowerment, equity and inclusion into our supply chain and business community.

In 1968, we became the first OEM to establish a formal supplier diversity program. Over the next five decades, we spent more than $110 billion with diverse suppliers and contributed to innumerable community initiatives in collaboration with diverse suppliers.

GM strives to achieve equitable and sustainable supply chain inclusion goals that ensure long-term viability for our diverse supply base. For the past 10 years, GM has utilized our annual Supplier Connections event, which attracts approximately 1,000 attendees, to strengthen existing relationships, enhance our business acumen and identify new sourcing opportunities.

In 2020, COVID-19 challenged us, as well as our diverse business communities, to find innovative ways to create impactful and meaningful connections. We supported multiple virtual conferences with our advocacy partners, such as the National Minority Supplier Development Council, as they focused on preparing, positioning and propelling minority business owners to the next level of achievement, despite the impact of the global pandemic.

Diverse Suppliers Contribute to COVID-19 Response

GM’s response to the COVID-19 pandemic has included the conversion of several operations to manufacture life-saving ventilators and personal protective equipment. To do so, we partnered with a number of diverse suppliers. Our ventilator co-manufacturing project with Ventec involved Chemico Mays, a minority-owned chemical management service; MacArthur, a minority- and woman-owned provider of labels, tags and decals; NYX, which provides injection-molded subcomponents; and Archer Corporate Services, a minority-owned order fulfillment service for consumable kits. Archer has a long-standing relationship with our dealers and was able to work quickly to provide an environment to assemble filters and breathing circuits critical to ventilator production and distribution. They also provided GM with additional warehousing support.

Through our efforts to deliver flat masks to the medical community, our purchasing and engineering teams worked with GDC, a woman-owned business, to convert the most constrained portion of a face mask’s bill of materials—melt-blown fabric. In simple terms, we took a thicker version of an acoustical automotive fabric and thinned it out to make a mask in one week. This industry game-changer opened up new capacity within the U.S. for this material, which typically comes from Asia. Our PPE donation program also included working with Share the Spare, a division of minority-owned Ideal Group, for warehousing and donations.

2020 Diverse Spend
(In Millions)

Tier I spend
of total spend
Tier II spend
of total spend

Our Supplier Diversity Mission: Drive I.D.E.A.S.


  • Tier I & II spend metrics and sourcing opportunities.
  • Detroit Cristo Rey and Holy Redeemer school supplies drive.


  • Five-point supplier curriculum.
  • Tuck Diverse Development Partnership (Board Chair and Advisory Board Chair with funding of 24 Executive Education scholarships in 2019).


  • National Association of Black Suppliers (NABS) scholarship award.
  • National Association of Women Business Owners (NAWBO) GirlBiz sponsorship and support.
  • Four Cristo Rey High School scholarship awards providing scholarships with placement at GM and advocacy partners.


  • Active memberships and sponsorships with more than 20 national and regional organizations.
  • In partnership with these organizations, GM holds six board of directors positions and is active on seven subcommittees.


  • Build relationships and business intelligence with comprehensive Supplier Diversity health checks and annual Supplier Connections event.
  • Seven out of 19 of GM’s Supplier Council members are diverse suppliers and act as trusted advisors.
  • GM hosts the annual Supplier Impact Meeting and Awards, which honors suppliers for increasing and improving inclusion within their own supply chains.

Committed to Diverse Media Organizations

As part of our aspiration to become the most inclusive company in the world, General Motors is committed to partnering with diverse media organizations, including diverse-owned and diverse-focused media companies. In 2021, for example, we doubled our spend with Black-owned media groups to 2%. We will increase our spend with this important segment to 4% in 2022 and will continue to grow our spend thereafter with a target of 8% by 2025. Diverse media, including diverse-owned media and media that is directed to our diverse consumer audiences, are a vital component of our marketing mix, and we evaluate our spend for media partners through several core metrics, including transparency, innovation, ad quality, audience delivery and brand safety.

With the Alliance for Inclusive and Multicultural Marketing (AIMM), we pledged our commitment in June 2020 to equality, inclusion and systemic change in advertising. Each year GM sponsors content that helps us to deliver on our pledge.

Our commitment goes beyond advertising and sponsorship revenue. We want to build long-standing relationships with diverse media in a transparent and meaningful way. This includes investments in business enablers such as customized deal structures and facilitating access to measurement and mentorship tools, which are often a barrier for small and emerging businesses.

In addition, in May of 2021 we will launch our Diverse Owned Media Summit. The process, which is a dedicated briefing to diverse media owners that encourages partners and potential partners to submit business proposals, will be accredited by a third party to ensure fairness and transparency.

As the company with the largest diversity-owned media spend in our industry, we are committed to evaluating our approach on a regular basis to ensure we maintain our leadership position.

2020 Diverse Spend
(In Millions)
$2.9B Total
Black/African American $1,019.6 33%
Asian Indian/Pacific $997.7 32%
Women $663.4 21%
Hispanic $222.3 7%
Native American $124.3 4%
Canadian Aboriginal $132.9 4%