Page 11 - WhitePaper_MC&I Benchmark in Covid19 Era

V. EXECUTIVE SUMMARY

ANA-AIMM’s Multicultural and Inclusive Marketing Benchmark in the COVID-19 Era study
explores the changing priorities of marketers during the coronavirus pandemic and looks at
how marketers plan to focus on Multicultural and Inclusive segments as they recover.

Marketers Have Deprioritized Multicultural and Inclusive Consumer Segments
The survey results reveal that marketers are shifting priorities away from Multicultural and
Inclusive (MC&I) segments in favor of marketing efforts for the general market. Specifi cally,
marketers are 32 percent more likely to have paused MC&I efforts in comparison to General
Market efforts. Additionally, at the time of the study, marketers were 3.5 times more likely to
not have implemented MC&I COVID Response and Relief efforts in comparison to the general
market. Looking ahead at Quarters 3 and 4, about two-thirds of marketers have lessened
or eliminated MC&I spending, in comparison with half of marketers lessening spending for
General Market efforts.

The study uncovered information and trends:

BUSINESS AND CONSUMER CHALLENGES
Certain challenges have contributed to how marketers have managed/prioritized their
MC&I efforts.

BIGGEST BUSINESS CHALLENGES

• Change in priorities
• Lack of commitment/interest in MC&I marketing

• Financial issues/budget cuts
• Uncertainty

BIGGEST MC&I CONSUMER CHALLENGES
• Economic uncertainty

• Social inequities and racism
• Fear and instability

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