Page 7 - WhitePaper_MC&I Benchmark in Covid19 Era

II. STUDY OBJECTIVES

ANA-AIMM’s Multicultural and Inclusive Marketing Benchmark in the COVID-19 Era set out
to begin to explore how marketers are prioritizing MC&I segments during the pandemic and
develop insights that would help guide marketers’ diffi cult decisions.

Explore how marketers are:

• Managing communications and investments across segments in the COVID-19
environment
• “Seeing all” as they respond to the crisis, or are not
• Planning to focus on MC&I segments as they recover and reset to pre-COVID
growth levels

III. METHODOLOGY

In early April 2020 AIMM broadly directed this survey at the marketing ecosystem. This included
client-side executives (ANA and non-ANA/AIMM members across all industries), agencies and
marketing partner executives (AIMM and non-ANA/AIMM members), and ANA Multicultural
and Diversity conference attendees, MC committee members, and AIMM members. The survey
gathered responses from 219 marketers in total.

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