Santiago Solutions Group and the Association of National Advertisersā Alliance for Inclusive and Multicultural Marketing āwork to change how brands and Hollywood portray the LGBTQ+ community and other diverse groups,ā says Carlos Santiago, the gay Latino CEO of the former and cofounder of the latter.
During the past year, AIMM āhas gained significant influence in the marketing industry by advocating for transformative change and setting new benchmarks for inclusive marketing,ā he says, adding, āSpecifically, weāve debunked the myth that featuring LGBTQ+ consumers is bad for business. AIMMās research uncovered that consumers are more likely to ditch brands that retreat from inclusive practices than those that remain steadfast.ā
āLGBTQ+ equality isnāt just a social issue ā itās a reflection of our evolving society,ā he notes. āAIMM research shows that younger generations, especially Gen Z, where 75 percent of people identify as LGBTQ+ or as allies, expect and demand equality in the workplace and for all consumersā¦. Brands that embrace this reality arenāt just doing the right thing ā theyāre securing their relevance today. Equality isnāt optional ā itās essential for social progress and business success.ā @ana_aimm
