Page 31 - The Case For Change

30 THE CASE FOR CHANGE

This includes:

• Understanding the current and future impact of diverse consumers on your business

• Clearly defi ning the downside of the status quo while highlighting the benefi ts of acting
and investing for growth

• Assessing the actions needed for reaching the ultimate growth goal

• Investing in the right tools and resources to guide strategic decisions

CMO SPOTLIGHT
XV. SEEKING DIVERSE EQUALITY

One of the biggest champions of increased efforts by corporate America to embrace and adopt
diversity initiatives and to increase Multicultural consumer engagement is Marc Pritchard.

Pritchard is the chief brand offi cer at Procter & Gamble Co., and he’s attracted attention of
late for his call for action on gender equality and the need for change agents to make true
progress.

Gender equality requires both a macro and micro look for Pritchard, so he wants to take the
gender equality case and “translate it” to The Case for Change in Multicultural marketing.
He said, “With gender, the simple answer is that we would expect there to be equal
representation between men and women — equal respect, equal pay, and equal opportunity.”

Now, look at the economic attainment gap between White
Non-Hispanics and African-Americans, Hispanics, Asians,
and Native Americans.

“Equal pay for equal work is even more stark than the 20
cents on the dollar gap for women,” Pritchard said. “It
gets up to as high as 46 cents for Hispanics.”

There are lots of reasons for this, but Pritchard wants
more data to shed light on the subject, giving the income
equality effort the same level of prominence as the overall
MARC PRITCHARD need to embrace Multicultural consumers.