Page 17 - WhitePaper_MC&I Benchmark in Covid19 Era

C. MARKETERS’ CURRENT MULTICULTURAL AND INCLUSIVE ACTIONS
A qualitative phase of in-depth interviews with 20 leaders across advertisers, media, and agency
partners identifi ed four business and communication stages that marketers are in as they adjust
to the new environment. Marketers and brands could be in one or more of these stages at once,
even within the same company. Each stage shows different trends in how heavily distinct MC&I
efforts are being prioritized.

PAUSE RESPONSE RECOVERY RESET
& RELIEF GROWTH

PAUSE: Halted/postponed 2020 planned marketing communications until further notice

As marketers adjust to this new environment, there are large scopes of marketing efforts that
are being cancelled and/or postponed. As shown in the gray color of the horizontal bar charts by
segment in the chart below, marketers are 32 percent more likely to have paused MC&I efforts
in comparison to the General (Overall) Market ranging from 32% of Asian-American marketers
on the high side, 29% of LGBTQ marketers, 24% of African-American marketers, 21% of People
with Disabilities marketer, 20% of Hispanic marketers as opposed to 19% of General (Overall)
Marketers. Yet, about 3 in 10 marketers are already planning for MC&I Recovery and Reset
similar to the General (Overall) Market as highlighted in the red box over the green sections of
the bars in the chart below.

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