To build brands and business results for all ANA/AIMM constituents.
The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) was created to provide corporations with viable solutions for growth by targeting various growing multicultural and inclusive market segments so they can realize their full potential.
AIMM members are intent on rebooting the marketplace at a pivotal time when many marketers are simply missing the growth potential - whether they have been investing in diverse segments for many years, or they are just now beginning to map out their strategies.
The time is now to capitalize on the growth of multicultural and inclusive markets.
Comprised of senior-level, client-side marketers, media/publishers, research and data companies, advertising agencies and trade associations, AIMM brings together the collective voice of the General, Hispanic, African-American, Asian-American and LGBTQ markets.
Together, this working group of industry leaders is focused on evolving and enhancing the effectiveness of how multicultural and inclusive marketing currently gets done.
Corporate revenue growth has been slowing, while too many markets are challenged to convert our country’s changing demographic into competitive advantage.
The time is now to take a fresh look at business strategies to find new sources of relevance, disruption and growth.
Opportunity for Change
At $4.7 trillion in 2018, the collective purchasing power of multicultural and LGBTQ consumers today is equivalent to the 3rd largest economy in the world - next to China. (Sources: Bureau of Economic Analysis, Current Population Survey, World Bank, SSG analysis of Selig Center buying power statistics 2010 & 2016, Bloomberg.com - Witeck Communications study, census.gov; pewresearch.org; Nielsen)
Over 44% of millennials are part of a minority race or ethnic group. (Source: www.census.gov)
A majority minority: 50.2 % of United States babies younger than 1 year old are multicultural. (Source: www.pewresearch.org)
What's Really Happening?
While generating 100% of the U.S. population growth and representing 4 in 10 consumers, multicultural marketing departments are severely underinvested, understaffed and lack expert multicultural advice. (Source: SSG Organizational Structure Study 2017)
Staff and partners leading the multicultural efforts tend to lack authority over decisions and rarely have access to CMOs. (Source: SSG Organizational Structure Study 2017)
Brands that have invested in multicultural and inclusive segment strategies have seen measurable impact, ranging from key segments representing up to 100% share growth for their brands to seeing sales rates 3x greater than their general market efforts.