Via Crain’s Chicago Business
By Lisa Bertagnoli
January 18, 2019

These days, resource groups are evolving into business tools: sources for corporations to mine for insights into new markets. Evolved groups have formal support from upper management, and a budget, too.

Early in 2017, Discover launched its Pride credit card, tailored to the LGBTQ community. Riverwoods-based Discover says the rainbow-colored card is a success: The number of requests for it increased by at least 20 percent in the first three quarters of 2018, and consumer spending with the card doubled during that time frame.

The idea for the card came not from marketing, but from Pride, Discover’s employee resource group for LGBTQ employees, one of 10 employee resource groups at Discover. Pride backed up the idea for the card with compelling market research and data. The group is now marketing’s go-to source for ideas to market and further promote the card.

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