New research demonstrates that, despite all sorts of public declarations and good intentions, there are two clear failures on the path to truly inclusive marketing research:
- brands don’t question how multicultural identity is captured or attributed;
- data providers don’t offer sufficient proof of accuracy or coverage claims.
And the Alliance for Inclusive and Multicultural Marketing (AIMM), an affiliate of the Association of National Advertisers (ANA), recognizes that problems of measurement accountability – along with accuracy, quality, and affordability – stand in the way of brands that want to break out multicultural data from general-market data.
Comprised of senior marketers, media owners/publishers, research/data companies, advertising agencies and trade associations from 85 different enterprises, AIMM’s mission is “to bring together the collective voice of the Hispanic, African American, Asian American, and LGBTQ markets … to create a powerful voice that elevates multicultural and inclusive marketing to promote business growth in an increasingly diverse marketplace.”