As Kellogg Company Chief Marketing Officer, Kellogg North America, I’m proud and pleased to share that Kellogg signed the Association of National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing’s #SeeAll campaign, a U.S. industry movement to urge corporations to target and reflect today’s growing multicultural and inclusive segments in marketing and advertising to mirror America’s growing diverse populations.
As participants in ANA’s #SeeAll campaign, we will prioritize inclusion and equality in our creative process by submitting our advertising to the Cultural Insights Impact Measure (CIIM) – a new metric that identifies the impact and effectiveness of cultural insights in ads and programming and evaluates advertising creative in various categories.
We know the modern family is highly multicultural by nature and our work must reflect that in order to be relevant and inclusive. Recognizing diversity is no longer enough — we must incorporate it and celebrate it in order to fulfill our purpose to nourish ALL families so they can flourish and thrive. Everyone should feel included and valued.
At Kellogg, we are firmly committed to equity and inclusion in our workplace, marketplace and in the communities where we work and live. Moreover, we are dedicated to creating multicultural, inclusive creative content that reflects and respects our consumers. For example, KAARG – Kellogg’s African American Business/Employee Resource Group (B/ERG) – launched an advertising bias training concentrated on raising cultural awareness and increasing the understanding of how to represent different cultures.
That’s why joining the #SeeAll movement makes perfect sense for Kellogg as we continue to dedicate our efforts to ensuring that our marketing and advertising showcases all multicultural and diverse segments. We have an obligation as marketers to follow both the head and the heart of our consumers and we’re challenging ourselves to drive growth in our business. We’re celebrating diversity and highlighting what makes us different.
We’ve already made strides toward creating inclusivity with our brands and activations including KAARG’s advertising bias training and campaigns like Rice Krispies Treats Love Notes sensory stickers and All Together Cereal for Spirit Day. Nevertheless, we must go further and deeper, expanding our brands’ worldviews to make lasting, meaningful connections with consumers.
I am proud to work for a company like Kellogg that says it’s time to celebrate diversity and highlight what makes us different what brings us together as a society. It’s time to #SeeAll.
To learn more our Diversity & Inclusion efforts, visit our site here.