Inclusion and Equality

Many marketers are ill-equipped to adapt brand and marketplace strategies to turn demographic change to their advantage while better championing diversity.

The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), open to all members, was created to address this limitation and create a lasting impact on society by reinventing the “total market” strategy and improving multicultural marketing metrics and analytics.

The Challenge

At the heart of any diversity discussion is inclusion — a state of mind that must be continually nurtured, whether by providing unquestionably fair and equal opportunity for all, ensuring accessibility across all aspects of the organization, or employing more diverse and representative agency partners.

The ANA’s Response

We are at the forefront of research and initiatives driving more inclusivity and equality in marketing, including #SeeHer. This movement strives to see women and girls accurately portrayed in advertising, media, and entertainment through the Gender Equality Measure™ (GEM™) and has seen a multicultural extension, #SeeAll, gauged with the Cultural Insights Impact Measure™ (CIIM™).

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A benefit of ANA membership, committee meetings feature a mix of member case studies, perspective from outside experts, and benchmarking/best-practice sharing that drive thought leadership on key industry issues. Each ANA committee meets three to four times per year and can be attended in person or remotely. Depending on the committee, 10 to 30 participants may attend — big enough for diversity of opinion, yet small enough for more intimate exchanges.

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