Page 30 - The Case For Change

THE CASE FOR CHANGE 29

change our industry. We can make it better for everyone.”

How, then, should a company tell those stories? The only way, said Rogers, is to be authentic
through the recruitment and retention of diverse talent. “Foster an environment where people
can be just as proud of who they are at work as they are in their personal lives,” he said.

XIV. INCLUSION REDEFINED

From religion to sexual orientation and even body type, what constitutes a diverse consumer
is more complex than ever before. Comprehension and deep insights are therefore vital to
reaching this audience. Do you have the right plan of action?

Again, the fi rst steps must begin from within.

By approaching these shoppers and spenders from a new lens, better decision-making can be
made at all levels of a corporation.

“As marketers we are all stewards of our brands, and
stewards of our culture, keeping tabs on the culture at
large,” said SSG President AIMM Co-Founder Carlos
Santiago. “It is our responsibility to conduct research
to understand these segments, allocate appropriate
investments, and embed [everything] Multicultural into
corporate strategic efforts from inception.” He continued,
“Multicultural marketing should no longer be an add-on
but a part of the whole, from the beginning.”

His recommendation: Put your eyes and ears in the world

CARLOS SANTIAGO of the diverse consumer. Then conduct research, a trend
analysis, and social listening. This will yield the desired
balance a company needs to act in a genuine manner,
refl ective of its target audience. “It’s not just about ad placement or [placing creative] in a
general-market environment that might index well,” Santiago said. “It’s about the content to
put in that culturally relevant communication.”

Once the top-to-bottom unifi ed commitment to marketing to diverse consumers is put in
place, there are other key tasks the C-suite must take to bring success to this effort.