As DEI Efforts Face Scrutiny, ANA Sees Growth Through Inclusive Marketing.

Diversity efforts have been under increased scrutiny in recent months as the federal government has pushed companies to scale back or end their initiatives. It accelerated a shift underway, as many that put DEI programs into place in 2020 began to phase them out. But there is a sign that marketers aren’t backing away with their push for accurate representation of multicultural and inclusive segments in ads and programming.

The Association of National Advertisers is teaming up with two organizations that have been focused on marketing diversity to create the SeeAll Marketing Alliance, or SAMA, with it hopes will help brands grow their business through inclusive marketing that connects with each and every consumer. The ANA says the effort is backed by evidence-based tools, industry standards, and collaborative leadership.

The advertiser trade group says it will bring under a single umbrella the ANA multicultural practice alongside the efforts of launch partners SeeHer — the coalition of marketers, agencies, and media companies — and the Alliance for Inclusive and Multicultural Marketing (AIMM). The objective is to grow the company’s bottom line, rather than diversity per se. But organizers say through insights, media, creative, and measurement, they will be able to improve brand health metrics and increase sales while also leaning into inclusive marketing.

“Inclusive marketing may be the single biggest source of growth in our industry now and for the next several years — perhaps even decades,” said Marc Pritchard, Chief Brand Officer of Procter & Gamble and Chairman of the ANA board.

The ANA says it will spearhead industry leadership that advances and reshapes marketing through SAMA, which will develop increased opportunities to engage like-minded companies to elevate their expertise and sharpen the pursuit of growth-focused marketing. Bob Liodice, CEO of the ANA, who will lead the new practice.

“SeeAll Marketing Alliance represents the next chapter in supporting our members’ commitment to inclusive marketing endeavors as one of the greatest drivers of brand and business growth,” Liodice says in the announcement. “The evolved offering will provide members with powerhouse capabilities, resources, and industry leadership for brands looking to turbocharge their growth through inclusive marketing.”

The offering will provide expanded insights and capabilities. It will come to life through a suite of products, services, and industry leadership available to all ANA members and the combined 260 AIMM and SeeHer dues-paying-member community.