Santiago Solutions Group and the Association of National Advertisers’ Alliance for Inclusive and Multicultural Marketing “work to change how brands and Hollywood portray the LGBTQ+ community and other diverse groups,” says Carlos Santiago, the gay Latino CEO of the former and cofounder of the latter.
During the past year, AIMM “has gained significant influence in the marketing industry by advocating for transformative change and setting new benchmarks for inclusive marketing,” he says, adding, “Specifically, we’ve debunked the myth that featuring LGBTQ+ consumers is bad for business. AIMM’s research uncovered that consumers are more likely to ditch brands that retreat from inclusive practices than those that remain steadfast.”
“LGBTQ+ equality isn’t just a social issue — it’s a reflection of our evolving society,” he notes. “AIMM 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 consumers…. Brands that embrace this reality aren’t just doing the right thing — they’re securing their relevance today. Equality isn’t optional — it’s essential for social progress and business success.” @ana_aimm
