“Road to the ANA Multicultural Marketing & Diversity Conference” … with Bill Duggan

November 4, 2015

By Bill Duggan

Fifteen years ago, I joined the Association of National Advertisers and back then, the Multicultural Marketing and Diversity conference was in its toddler years and the ANA Multicultural Excellence Awards, its infancy.

Fast forward to 2015 and we’re celebrating the 17th year of the conference and the 15th of the awards. During this time, the face, heart, and soul of America has been evolving. The “minority” has become the “majority” as more than half of the babies born in the U.S. are now in African-American, Asian-American, Hispanic, and racially mixed households. Marketers must now find new ways of connecting with customers. The Multicultural Marketing and Diversity Conference continues to be the bridge that closes the divide, by connecting marketers with the right people at the right time to ensure the right message is being delivered.

This year, we will have the pleasure of hearing from top brands, including speakers such as Christine Paige, Senior Vice President, Marketing and Digital Services, Kaiser Permanente. 

We caught up with Christine a few weeks ago and asked her to share some of her thoughts on the upcoming conference:

  • What is your experience with the ANA’s multicultural marketing and diversity efforts?
    Kaiser Permanente is actively involved with the ANA because it provides a valuable platform for sharing information and learning from colleagues and industries. It keeps us abreast of the latest trends in the marketplace. For multicultural marketing specifically, our Senior Director, Beatriz Rojas — who was selected as a 2015 Top Hispanic Market Thought Leader by Hispanic Ad — is an engaged member of the ANA Multicultural Marketing and Diversity Committee, and was on the judging committee for the ANA Multicultural Excellence Awards this year.
  • What are you speaking about at the 2015 ANA Multicultural Marketing and Diversity Conference? 
    Diversity and inclusion are not gimmicks or add-ons in our marketing. They are central to who we are and have been as an organization for the past 70 years. Kaiser Permanente’s core principle is that being healthy is a right, not a privilege. Inclusion goes back to before we did any advertising. In the 1940s, when Henry Kaiser and Sidney Garfield, MD were establishing the first Kaiser Permanente hospital in Oakland, the prevailing practice at the time was to segregate patients by race. They refused to do that. All of our patients would be treated as equal. In the process, they established one of the first fully integrated hospitals in California.  
  • What do you see in the future for multicultural marketing?
    While diversity and inclusion are the right things to do on an ethical moral level, it is a business imperative too. Neglecting to take into account the needs of all cultures in the market means that businesses sell themselves short. 

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