Companies across all industries had a rude awakening in their complacency this year when the public started questioning their blanket statements on diversity. In the ANA report The Power of Supplier Diversity, only 40% of their survey responders say they have a supplier diversity strategy for advertising and marketing.
When companies embrace diversity within their workforce and suppliers, you set a standard for others in your industry to do the same. On top of that, you also gain valuable insight into how better engage a diverse audience. For brands and suppliers alike, it’s time to make more conscious decisions toward creating space for diverse representation and inclusive marketing and advertising.
If you are committed to supporting diversity through your partners and suppliers, it can be difficult to discern diverse firms from firms that take steps to appear diverse, but are not. That’s where the ANA list of Certified Diverse Suppliers is here to help.
The ANA Alliance for Inclusive & Multicultural Marketing (AIMM) created a supplier diversity database that lists more than 100 marketing and advertising companies owned by individuals from minority demographics. Each company on this list has specific certifications confirming their legitimacy, so when you support suppliers on this list, you can be confident in the legitimacy of your suppliers. This list was published this July, with plans to continually update as more diverse agencies and firms complete their certifications.
As a women-owned and LGBT-owned small business, we are proud to be included on the Association of National Advertiser’s list of Certified Diverse Suppliers for Advertising and Marketing with the following certifications:
We take great pride in our unique position to create and implement marketing strategies that support and inform underrepresented communities in California and beyond.
We work closely with Pacific Pride Foundation to create a strong, community-based brand and website that reaches more people in LGBTQIA community across the Central Coast with resources, training, volunteer opportunities, and community events.
Our work with the Los Angeles County Commission on HIV includes creating and implementing a custom marketing strategy for HIV Connect to raise awareness of and connect people with HIV testing, resources, and support in Los Angeles county. This campaign included posters, digital ads, bus ads, and social campaigns targeting both English and Spanish speaking members of the LA community.
Our support and sponsorship of the National Association of Women Business Owners allows us to be a part of the organization’s mission to propel women into spheres of influence locally, nationally, and internationally. Through working with NAWBO Santa Barbara and NAWBO California, we’ve reached, connected with, mentored, and learned from driven women leaders working to create equal representation for women of all backgrounds and cultures in the business world.
Many companies ignore reaching out to diverse demographics for fear of saying the wrong thing or accidentally offending a minority community. This is a huge opportunity wasted. Diverse agency partners understand unique perspectives and pain points of underrepresented demographics on a personal and professional level to better connect and offer solutions to a diverse audience.
Even the most in-depth market research can have its limitations. Diverse marketing and advertising firms have a first-hand understanding of the thought processes and experiences of various communities. These shared thought processes and experiences can lead to improved customer experience, better communication of unique values, and campaigns that resonate with your target demographics.
When your company makes a positive systemic change, it challenges your competitors to follow your lead. Not only will these crucial changes set your company apart as a thought leader, but it can also be the catalyst that spreads corporate social responsibility and equal representation throughout your industry.
Most of us have seen significant shifts in demographics in the past couple of years with the emergence of Generation Z as independent consumers. With these new target demographics come new priorities. While the cheapest and most convenient brands once prevailed, younger consumers often care as much (if not more) about the impact behind their purchases as price and convenience. Working with diverse suppliers not only helps uncover these new trends but also promotes your dedication to corporate social responsibility in of itself.
The positive social impact of working with certified diverse suppliers is far-reaching and contagious. By using certified diverse suppliers, you are creating a positive impact within your company by publicly acting on any promises made surrounding creating an inclusive work environment. You are impacting the certified diverse supplier by providing opportunities to grow connections, portfolios, and successes. You add value to your followers and target market by offering inclusive campaigns, content, and user experiences that speak directly to a shared understanding of pain points, perspectives, and priorities.
We are honored to be featured on a list of other companies striving for equal representation. If you are interested in creating a more inclusive marketing strategy, feel free to reach out to our team!