NEW YORK – (Mon. Sept. 23, 2019) – Accordingto the U.S. Census 42% of the population self-identifies as “multicultural”:African-American; Hispanic; Asian; Disabled or LGBTQ+, yet AIMM’s MulticulturalBenchmark Study shows that only 16% of marketers imbue their outreach withcultural insights aimed at these audiences; leaving them uninterested,unengaged and believing the brand “is not for me.”
In light of this growing disparity, today AIMM (www.anaaimm.net) launched #SeeALL (www.seeall.org) to remind brand marketers,advertising agencies and media buyers of this wealth of untapped growthopportunity. Billboards in Times Square;a full-page in the New York Times; a spread in AdWeek; agency and companyemails and TV screens all carried the #SeeALL message today to kick off thisnew industry movement.
“#SeeALL is powered by the new Cultural Insights ImpactMeasure™(CIIM™)metric which proves that when brands include cultural intelligence in creatingand content, purchase intent skyrockets 276%; brand relevance jumps 259% andWOM increases by a factor of 228%. Figures like this point to an enormous opportunity for brands,” said BobLiodice, ANA CEO and AIMM board member.
Target’s Chief Marketing and Digital Officer Rick Gomezsaid, “#SeeALL is a call to action to reflect the importance of themulticultural consumer in our work. Prioritizing the multicultural consumer is no longer a ‘nice to do.’ It is an imperative if you want to grow.”
“Inclusionis about making every person – every customer, every supporter and everyemployee – feel respected and valued. That should be our goal. We mustintentionally include all. When we demonstrate culturally authentic content inall our marketing efforts we reflect the world we serve and live in,and that drives meaningful engagement, growth and lasting impact with everyperson,” said Emily Callahan, Chief Marketing and Experience Officer of ALSAC,the fundraising and awareness organization for St. Jude Children’s ResearchHospital.
Gilbert Davila, co-founder of AIMM said, “#SeeALL is not acampaign. It is a movement. Using the voice and reach of brandadvertising is a powerful tool to accurately reflect consumers dailylives. And when brands allow culturalinsights to drive creative and strategy the outcome is inclusive messaging andit’s a win for the bottom line and for society.”
Follow #SeeALL on Twitter: @ana_aimm Instagram: @ana_aimm Facebook: @anaaimm19
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Foundedin 2016 as an arm of the ANA, comprised of 87 member corporations, advertisingagencies, media and research companies and trade associations representing over1000 brands, AIMM’s mission is to elevate Multicultural and Inclusive marketingto promote business growth in an increasingly diverse marketplace.
The ANA (Association of National Advertisers) makes a differencefor individuals, brands, and the industry by driving growth, advancing theinterests of marketers, and promoting and protecting the well-being of themarketing community. Founded in 1910, the ANA provides leadership that advancesmarketing excellence and shapes the future of the industry. The ANA’smembership includes more than 1,600 companies and organizations with 20,000brands that engage almost 100,000 industry professionals and collectively spendor support more than $400 billion in marketing and advertising annually. Themembership is comprised of more than 1,100 client-side marketers and nonprofitorganizations as well as more than 700 marketing solutions provider members,which include leading marketing data science and technology suppliers, adagencies, law firms, consultants, and vendors. Further enriching the ecosystemis the work of the nonprofit ANA Educational Foundation (AEF), which has themission of enhancing the understanding of advertising and marketing within theacademic and marketing communities.
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