Page 2 - The Case For Change

TABLE OF CONTENTS

I. Executive Summary ecutive Summary
I. Ex 2 2
II. About AIMM
II. About AIMM 4 4
III. Economic and Sustainable Value
III. Economic and Sustainable Value 6 6
IV. The Multicultural Portrait
IV. The Multicultural Portrait 7 7
A. Who We Are
A. Who We Are 7
B. How We Are Growing
B. How We Are Growing 9
9
C. Where We Are Expanding 9
10
V. The Case for Change: Why Now? 10
V. The Case for Change: Why Now?
10
A. What is the “Diverse Consumer?” 10
VI. The Case to Shift
VI. The Case to Shift 11
11
A. Growth Is Not Created Equal 12
12
13
VII. The Buying Power of Diverse Consumers
VII. The Buying Power of Diverse Consumers 13
A. The LGBTQ Rise in Consumer Affl uence 14
A. The LGBTQ Rise in Consumer Affl uence
14
VIII. The Biggest Spenders
15
VIII. The Biggest Spenders 15
IX. New Consumers Equal Diverse Consumers
17
IX. New Consumers Equal Diverse Consumers 17
A. The Over-index Index 18
B. Frequent Shoppers
B. Frequent Shoppers 19
C. Young Consumers
C. Young Consumers 19
2
D. The Long Tail: Years of Brand Growth1
21
X. Misguided Satisfaction?
21
X. Misguided Satisfaction? 21
XI. Capturing the Modern American Family 24
24
XI. Capturing the Modern American Family
XII. The Change the Marketplace Demands
XII. The Change the Marketplace Demands 25
25
2
A. Act, Engage, Prioritize6
26
XIII. The Risk to Corporate Growth
XIII. The Risk to Corporate Growth 27
27
XIV. Inclusion Redefi ned 29
30
XV. Seeking Diverse Equality
XV. Seeking Diverse Equality 30
A. The World’s Multicultural Nation 31
31
XVI. Refl ecting Today’s Consumer Base 32
32
XVI. Refl ecting Today’s Consumer Base
3
33
A. Business is Better with Diversity at its Core3
35
XVII. A Call to Action: AIMM’s Five Point Plan 35
XVII. A Call to Action: AIMM’s Five Point Plan
A. Size Up the Opportunity 36
A. Size Up the Opportunity
B. Invest in Metrics
B. Invest in Metrics 36
C. Expand Diversity in Your Teams
C. Expand Diversity in Your Teams 36
D. Right Size the Spend 36
D. Right Size the Spend
3
E. Educate on the Value of Multicultural and Inclusion6
XVIII. Works Cited List 37
39
XIX. AIMM Membership
XIX. AIMM Membership 39