The Alliance for Inclusive and Multicultural Marketing (AIMM), a sector within the Association of National Advertisers (ANA), is working closely with agencies to increase multicultural marketing efforts in order to better appeal to larger, more diverse consumer bases.
After a thorough analysis of advertisements aired during the Super Bowl, aspects of inclusion and diversity in several marketing strategies were found to be extremely lacking. In response to this, the AIMM and ANA created ways to advocate for greater inclusion and diversity efforts, such as increased hiring opportunities and increased awareness of inequality, as well as increased spending on multicultural marketing, data inputs, and integrated partnership strategies.
Due to the extremely lacking representation of diversity in advertising, companies have begun to use new KPIs to track their efforts and ensure that they are promoting environments of inclusivity and diversity in their advertisements and campaigns. In an ever-changing industry, the efforts put forth by the AIMM and ANA will hopefully normalize a new scope of multicultural marketing.