When the ANA established the Alliance for Inclusive and Multicultural Marketing (AIMM) in late 2016, our mission was simple: create a powerful voice that elevates multicultural and inclusive marketing to promote business growth in an increasingly diverse marketplace.
We all know the population growth trends, spending power, and cultural influence of multicultural consumers. But as the AIMM team got deeper into our work, we were unclear on the fundamental questions: "How much media spend is targeted to multicultural audiences? Is that spend growing? Is it truly reflective of the size of this opportunity?" We commissioned PQ Media to find out.
The result, the new U.S. Multicultural Media Forecast 2019, is a landmark study for multicultural marketing. For years, a number of smart companies have marketed to multicultural audiences. This report identifies a clear opportunity for more marketers to engage multicultural consumers to drive business growth, and is especially notable for encouraging those marketers still "sitting on the sidelines" to now "get in the game."
U.S. total Multicultural Media revenues were $25.86 billion in 2018, up 5.6 percent.
Source: PQ Media
We believe this study will be of tremendous value to the marketing industry, and serve as a catalyst for growth.
The 50-page Executive Summary of this report is available to all.
The 350-page full report and supplementary list of over 40,000 sources are available only to ANA and AIMM members. The full list of ANA members is here. The list of AIMM members is here. Only ANA and AIMM members who are logged in to the website can access the full report and sources document, via the instructions that follow. To inquire about becoming an AIMM member, please contact an AIMM representative.