An Open Letter to Brands, Marketers, Advertisers: It's time to #SEEALL
As marketers, our role is simple: deliver growth. Today's modern family — our customer — is increasingly multicultural by nature and we must make sure our work reflects that. For this reason, our companies should reach out to consumers in relevant and meaningful ways that, ultimately, have the ability to connect with our customers while lifting corporate growth. Everyone should feel included and valued. It's time to celebrate diversity. Highlight what makes us different and what brings us together as a society.
According to the U.S. Census, more than 40 percent of the U.S. population identifies as Hispanic, African American, Asian, or of mixed ethnicities. We all can and must elevate the importance of reaching multicultural consumers; we must strive to deliver relevant communication appropriately suited for them when and where they are most receptive. Media planning should be holistic; marketers' investments should allow them to connect genuinely with all consumers through a mix of dedicated channels and non-ethnic/race dedicated media to optimize business outcomes. Regardless of the platform, marketers should connect via cultural insights to maximize impact.
The recent study "U.S. Multicultural Media Forecast 2019," conducted by PQ Media on behalf of the ANA's Alliance for Inclusive and Multicultural Marketing (AIMM), estimated that multicultural media investments account for only 5 percent of the industry's overall marketing. Marketers are missing the opportunity to connect with consumers if they believe that one size fits all. Improving on this while maintaining healthy spending in national media is a business imperative. Let's challenge ourselves to drive growth in our business and, in doing so, bring America with us.
Step up and take a bold stand.
If not us, then who? If not now, then when?
Join the ANA and AIMM. It's time to #SEEALL
ALLIANCE FOR INCLUSIVE AND MULTICULTURAL MARKETING MANIFESTO
More than ever, consumers now expect to be seen.
To be reflected. To be respected.
Brands can make lasting, meaningful connectionsby doing more than scratching the surface.
Diverse casting may be a start, but it's not enough.
It's time to go furtherand deeper.
To touch hearts with cultural insightsthat truly connect.
To emphasize what unifies us and what makes us unique.
Consumers are telling brands to "show us you know us."
They are demanding marketers to SEE ALL. See all of us.
#SEEALL the ways we live and love.
#SEEALL the ways we celebrate and fascinate.
#SEEALL our preferences and concerns.
Expand your brand's world viewso you can experience the growth your brand deserves.
It's time to make the commitment to #SEEALL.
See All of Us– who we are and who we can be to you.
Join AIMM @ #SEEALL
www.seeall.org www.anaaimm.net
Signed:
Bob Liodice, Chief Executive Officer, Association of National Advertisers and AIMM Co-Chair
Marc Pritchard, Chief Brand Officer, Procter & Gamble and ANA Board Chair
Tony Rogers, Chief Member Officer, Sam's Club and AIMM Co-Chair
John Dillon, Chief Brand Officer & Senior Vice President, Marketing, Denny's and AIMM Vice Chair
Michael Lacorazza, Executive Vice President & Head of Integrated Marketing, Wells Fargo and AIMM Founding Chair
Lisette Arsuaga, Co-President, DMI and AIMM Co-Founder
Emily Callahan, Chief Marketing Officer, ALSAC/St. Jude Children's Research Hospital
Geoff Cotrill, Senior Vice President, Strategic Marketing, Coca-Cola North America Group
Gilbert Dávila, Co-President, DMI and AIMM Co-Founder
Bill Duggan, Group Executive Vice President, Association of National Advertisers
Joy Falotico, Global Chief Marketing Officer, Ford
Eric Feinberg, Chief Marketing Officer, eSSENTIAL Accessibility
Rick Gomez, Executive Vice President & Chief Marketing Officer, Target
Ivan Pollard, Global Chief Marketing Officer, General Mills
Carlos Santiago, President, SSG and AIMM Co-Founder
Lisa Sherman, President and CEO, AdCouncil
Nuno Teles, President, Diageo Beer Co. USA
Jane Wildman, Board Member, SSA & Company
Anna Bager, CEO, Out of Home Advertising Association of America
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