The Impact of AIMM in the Marketing Industry — Alexandra Morehouse
AIMM — Alliance for Inclusive and Multicultural Marketing — is an alliance across the marketing industry. It represents the whole marketing ecosystem ranging from advertisers to trade organizations. The aim of AIMM is to maximize business growth by enhancing the relevance and impact of diverse and inclusive marketing via educational resources, facilitating strategic connections, and so on.
I wanted to dive deeper into what AIMM is striving to achieve, and the significant impact it has already accomplished in the marketing industry.
“The impact of AIMM is to gather the diversity and inclusion efforts of individual brand marketers across the country. The aim is to bring them together in a collective effort that accomplishes more as a community than it does from any individual brand. The impact in the marketplace over the next five years will be substantial. We are five years into the AIMM journey and there has already been tremendous collaboration and sharing, as well as visible progress. We measure the progress with a CIMM™ — Cultural Insights Impact Measure™. This is an an objective metric of how effectively ads impact diverse audiences, and it is proving that cultural relevance drives real brand results. As more people and brands join, we will be seeing more collective progress on diversity and inclusion as reflected in marketing practices.
“It is more important than ever for the marketing industry to stand behind the work of AIMM because the power is in the collective, buying power, vendor selection, media buying, diversity vendor inclusion. And if we are all bringing those best practices forward, we can impact tremendous buying power across the marketing industry. Additionally, we can also change the faces that are brought forward in advertising images. This can begin to portray diverse and inclusive advertising images across the country.
“I would like to say to AIMM leadership: keep going; this started out as a small group of passionate professionals who brought this idea forward, and one brand at a time took this kernel of a notion into something that is now a major powerhouse at a national level. The more this grows, the more people want to participate. So, my message to the AIMM leadership would be: keep going.”
More about Alexandra: Alexandra Morehouse is a mission-driven collaborator and seasoned board member, with deep experience in governance, risk management, and digital transformation. She currently serves as the chief digital officer and chief marketing officer for Banner Health and is a national thought leader in diversity, equity, and inclusion.
