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E. FEEDBACK ON AIMM INITIATIVES
Survey respondents also voiced how AIMM could reframe a series of its existing initiatives
heading to boost the MC&I ecosystem during the Recovery and Reset Growth phase. Their
perspectives are outlined below:

CLARIFY THAT #SeeALL MEANS MORE
THAN DIVERSE CASTING #SeeALL
Respondents voiced that the #SeeALL initiative
is increasingly relevant, as each diverse segment
has unique experiences and diffi culties. They #SeeALL is an industry-wide
emphasized that to #SeeALL “it is critical to address movement is designed to
the audiences differently, relevantly, respectfully.” create sustainable change in
This feedback indicates that it is crucial to go beyond brand marketing by calling for
diverse casting and include cultural insights specifi c proper inclusion and increased
to each audience. accurate cultural representation

of Multicultural and Inclusive
INCREASE AWARENESS AND USAGE 0F segments. #SeeALL is about
#SeeALL AMONG MARKETERS the accurate portrayal of All
Respondents also indicated that they want to Cultures, All Abilities, All Races,
expand the overall usage of #SeeALL, which begins
with increasing awareness of the campaign itself and All Identities in ads and
among marketers. Respondents said that #SeeAll programming. By prioritizing the
can be directly used as marketers “share work use of cultural insights in content,
that is refl ective of MC&I.” In doing so, marketers and connecting with consumers at
can create a network of support, and even share the heart, corporate growth
how MC&I targeted marketing efforts have led to can be maximized.
improved business opportunities and results.

PROMOTE INCLUSION OF MC&I SEGMENTS IN
BRANDS’ COVID-19 RESPONSES
Marketers want AIMM to advocate for the inclusion
of MC&I consumers in brands’ responses to
COVID-19 itself. Specifi cally, respondents voiced
how AIMM could strategically direct marketing
efforts by providing AIMM members information on
the segments most affected by COVID-19, and their
newfound perspectives and outlooks.

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