Page 24 - rr-2021-11-diversity-advertising-marketing-industry

KEY ACTION STEPS TO IMPROVE DIVERSITY WITHIN THE MARKETING DEPARTMENT

MULTICULTURAL MARKETING AND BRAND RECOGNITION

• We’re working to better engage our Asian, African American, Hispanic, LGBTQ+, and disabled
consumers.

• Exceeded our goal of 50 percent or more diverse representation of talent, creators, and experts
across our consumer-facing materials for the last 18 months.

• Incorporate AIMM’s CIIM (Cultural Insights Impact Measure) testing and learning into our
marketing; currently establishing baselines and initial best practices.
• Use #SeeHer GEM (Gender Equality Metric) testing.
• We have set a public commitment to reflect our consumers’ diversity in our innovation, brand
strategy, and brand communications with multicultural representation in our insights, input from
diverse stakeholders during campaign development, and increased partnerships with BIPOC
content creators and agencies.

• Commissioned brand assessment studies for the organization on our engagement with multicultural
consumers.

• Increased marketing campaigns featuring diverse brand ambassadors, social media influencers, etc.
• Customer listening sessions with customers of color to understand their perspective and impact
on business.

“As a member of the Association of National Advertisers (ANA) Alliance for Inclusive
and Multicultural Marketing (AIMM), we joined with marketing leaders across the
country in a committed effort to examine and mend the marketing ecosystem,
especially as it relates to underrepresented communities.”

— Global CPG

24 // A Diversity Report for the Advertising/Marketing Industry