In just about every leading consumer category, 80% of the growth is coming from multicultural and diverse groups. "Imagine that," exclaimed Gilbert Davila, co-founder of ANA’s Alliance of Multicultural Marketing (AIMM). "As a marketer, you almost have no choice but to be intentional in your [multicultural] efforts, and we're in a position to be able to help those companies that want to attain growth." AIMM co-founder Lisette Arsuaga added, in our important Legends & Leadership conversation, "What's interesting is that for a while we felt that the industry was indeed moving in the right direction, and unfortunately in the last year or so, I think the promises and pledges that were made in 2020 after the murder of George Floyd, and the incremental investments that were made, both internally with DEIB executives and externally with messaging to the industry, are being forgotten.
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