Creating the Groundwork for More Inclusive Marketing — Kristy LoRusso
When the Alliance for Inclusive and Multicultural Marketing (“AIMM”) was formed in 2016, multicultural and inclusive marketing was on a downward trend. Our purpose then and now is to support one another in finding solutions to the challenges we were facing in maximizing our market growth potential. Our goal is to lay the foundations for the future of modern marketing with an emphasis on diversity, representation, and inclusion.
At an AIMMIE Member Forum, I was delighted to join P&G’s Marc Pritchard and J&J’s Manoj Raghunandanan to discuss our experiences over the past few years, what we have learned in the process, and our plans to further move the needle in the right direction. Below are a few takeaways from our conversation, which was moderated by ANA’s Bob Liodice.
During the first AIMM meetings, many questions were raised. Among them was how would we measure success? The vision was there, but we were unsure as to how to implement metrics. Did they even exist? What would we call them? Since then, those of us involved in the AIMM have played key roles in shaping our respective companies’ efforts. We have been able to successfully implement measurements. Today, we are able to commit media dollars focused on diverse populations knowing that we can tie results to our performance. Previously, we would not have had a clear idea on how to even begin.
In the past, we spoke about “multicultural marketing.” What has stuck with me is the statement that it’s all marketing and I have made a concerted effort to bring that into my work.
In healthcare, we have to deliver innovation of care based on the data that we have. We look at medical intervention and precision medicine based on race, age, and ethnicity. Treatments have to be diversified. This needs to be applied not only to the care space, but also on the business side.
Agencies of record no longer completely serve our needs. We have to look beyond them to minority owned agencies who will better identify with our clientele and guide us in marketing our services in ways they will more readily embrace.
When our client base is incredibly diverse — as most are — there is a need for representation in our workforce as well. Hiring, interviewing, and internship practices, as well as early career programs, all require revisiting and adapting. For example, rather than recruiting mainly at large, public universities, we should do so at smaller schools whose students better represent the communities we serve.
What AIMM is doing is extremely important. As marketers and communicators we can ensure that our membership can easily use the insights and information we share. That we are all able to improve and execute marketing plans targeting diverse populations without difficulty. Beyond that, increasing our membership with executives from all leadership levels and age groups with varied talents is vital. We need broad representation to properly reach our goal of a more inclusive marketing industry.
Kristy LoRusso is a strong advocate for marketing integration and growth through innovation with more than 25 years of leadership experience. Well regarded for her ability to build, lead, and motivate teams, she is a senior marketing executive and an expert in digital and direct marketing, marketing technology, big data, analytics, and consumer insight. As an agent for positive change and advocate for collaboration, Kristy is a creator of sustainable growth and empowerment for those around her. Her degree in psychology aids her in understanding human behavior — as a marketer, a leader and a corporate spokesperson.
