Maximizing Inclusion for Business Growth
BRIDGE IMAX – Inclusion Maturity Assessment and Capability Building – will help you future-proof your business by maximizing inclusion for growth. Offering a distinct competitive advantage, BRIDGE IMAX decentralizes inclusion, shifting its dependency from individuals, functions, or beliefs to structured operating policies, processes, and practices.
By unlocking the powerful collaboration between CDOs, CMOs, and CEOs, BRIDGE IMAX delivers a concrete approach to jointly lead the building of inclusive brands and companies in three phases:
Assess: Determine your organization’s inclusion maturity
Measure your inclusion maturity against 72 business practices in five dimensions of the workplace and marketplace, applying the same rigor you demand elsewhere in your business.
Identify: Pinpoint and prioritize gaps
Focus on the critical gaps in practices, policies, and processes across the organization to leverage inclusion as a growth driver.
BRIDGE IMAX is currently being piloted by industry leaders:
Get Started with IMAX
Find out how BRIDGE IMAX, the industry-first framework for operationalizing inclusion, can drive growth for your organization. Download our one-pager for more information.
The Origin of IMAX
IMAX is the culmination of a cross-sector research collaboration between academia and industry. Developed with BRIDGE’s Board of Directors, Research Steering Committee, and a distinguished academic team from Emory University, The University of Georgia, and Indiana University, BRIDGE IMAX represents a new approach to inclusion as a growth driver.
The Research Team
Professor in the Practice of Marketing and the Director of Education / Business & Society Institute
Goizueta Business School, Emory University
The Coca-Cola Company Chair, Professor of Marketing
Terry College of Business, University of Georgia
Assistant Professor, Marketing
Kelley School of Business, Indiana University
Steeped in meticulous examination, the research revealed the practices that contribute to the equities and inequities affecting under-represented communities in the marketplace, including product availability, pricing structures, and services.
“We specifically focused on the marketplace because this space has received very little academic or managerial attention,” said Dr. Rodríguez Vilá. “Our investigation also uncovered workplace behaviors and dependencies critical for the marketplace to succeed.”
The research included a combination of the BRIDGE Voices of Inclusion Research with interviews of close to 50 CDOs, CMOs, and CEOs, as well as an extensive academic review of existing research literature, and consumer sentiment research. Leverage inclusion to drive your business growth.
Hear why the Industry is Excited!
BRIDGE's IMAX gives C-level executives a clear measure of inclusion maturity, helping them target growth efforts. It goes beyond existing assessments to provide immediate, actionable insights and a clear path forward.”
— Deborah Yeh, Global Brand Purpose Officer, Sephora
I'm excited about IMAX's potential to elevate CDOs' role and extend DEI's impact across all business areas. It's aligned with Discover's belief in making inclusion everyone's job, offering a tool to turn this into a competitive advantage.”
— Jonita Wilson, Chief Diversity Officer, Discover Financial
With IMAX, we are laser-focused on moving DEI from the dependency on one to the responsibility of many, from being philosophical to being practice-driven, and from being performative to being intentional around building the inclusion capabilities needed to deliver sustainable growth.”
— Sheryl Daija, CEO & Founder, BRIDGE
IMAX is an historic win for inclusion, business, and the communities we serve,” “It is also an inherent unifier because it gives executive teams and practitioners across our organizations the collaborative means to see where our gaps are and close them together.”
— Leslie Waller, VP, Marketing, Campbells
I am impressed by how insightful and actionable the social media analysis is and how it works in tandem with IMAX,” “I receive a lot of data in my role, but I have never seen data of this nature that allows us to understand inclusion as a metric for Unilever brands and helps us identify which practices we can share across brands to create and accelerate even further impact.”
— Tish Archie Oliver, Head of Diversity, Equity, Inclusion and Belonging, Unilever
Leverage inclusion as a strategic growth driver for your organization. See how IMAX can be tailored to your needs.
The Steering Committee
Global Brand Purpose Officer
Former Chief of Staff to the President of Condé Nast Entertainment & SVP, Global Marketing
Chief Diversity Officer
Chief Marketing Officer, Owner
The Brand Safety Institute
McKinsey & Co
Chief Customer Officer