Marketers Remain Committed to Inclusive Progress, Yet Industry Challenges Persist

The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), unveiled research today that examines the current state of inclusive marketing, revealing a dichotomy between individual organisations' progress and broader industry advancements. The report “Marketing Leaders Driving Equality, Inclusion, and Systemic Change” found that while marketers remain optimistic about their commitment to diversity, equity, and inclusion, they acknowledge the need for further guidance and unified efforts in the industry.

“It is commendable that marketers are driving action against their inclusive marketing commitments within their organisations,” said Bob Liodice, CEO of ANA. “However, broader and deeper changes are critical to move the industry towards greater inclusivity and brand growth. Marketers can unlock the full potential of inclusive marketing across the industry by further diversifying marketing talent, prioritising investments in booming segments, creating and placing relevant ads in resonant content, and validating results.”

Organisational Progress vs. Industry Challenges

AIMM’s report found that 70% of marketers are making progress within their own organisations across various areas of inclusive marketing. In fact, 77% of marketers report improvements in multicultural marketing allocations, 75% state they are eliminating bias in ads and content, 74% report they have developed cross-industry partnerships with diverse communities, and 72% have engaged employee resource groups (ERGs).

However, the report also reveals a stark reality. Only 57% see the same level of industry-wide advancements. The study highlights two key areas where the industry is struggling to keep pace. Firstly, achieving an equitable supply chain, with a mere 29% perceiving any industry improvement. Secondly, improving multicultural data accuracy, with only 52% reporting any progress in the industry.

“While the fear of getting it wrong is higher than ever, brands must confront the industry challenges head-on, recognising the immense opportunities of creating a truly inclusive industry,” said Lisette Arsuaga, co-founder of AIMM and co-president of DMI-Consulting. “With the unfortunate loss of momentum around DEIB-related positions and inclusive marketing efforts, the ANA’s Alliance for Inclusive Multicultural Marketing is more committed than ever to providing actionable solutions that empower marketers to drive meaningful progress.”  

Priorities and Guidance Sought by Marketers

The report also unveiled that marketers have identified clear priorities for advancing inclusive marketing, with the top three being: increasing multicultural marketing spend, achieving equitable talent representation, and demanding accurate multicultural data.

The report found that marketers seek guidance and resources in key areas to accelerate progress further. The research found that 59% of marketers seek support in demanding accurate data from measurement suppliers. In addition, 41% of marketers seek guidance in strengthening cross-industry partnerships, 33% seek guidance in eliminating bias in ads and content, 30% want guidance in increasing investments behind multicultural and inclusive segments, and guidance in investing in a diverse supply chain.

What Progress in Inclusive Marketing Delivers

Underscoring the tangible business benefits of inclusive marketing, the report found that 61% of organisations have validated brand growth from increased multicultural marketing spend, while 46% have proven growth from investing in more diverse marketing teams. Additionally, about 40% have validated growth from more accurate multicultural data, investing in diverse-owned marketing partners and media, and eliminating bias in ads and content.

“By further understanding how so many brands are achieving growth from inclusive practices, the industry can step up its rate of progress and achieve more sustainable growth,” said Carlos Santiago, co-founder of AIMM and CEO of Santiago Solutions Group. “Future progress is dependent on fact-driven approaches linking inclusive initiatives to business outcomes and collaborating on collective actions to common issues.”