Inclusion is Good for Business.

Introducing BRIDGE IMAX, a revolutionary framework that reveals 72 business practices across five dimensions in the organization, laying the foundation for building inclusive brands and companies.

By measuring inclusion maturity at both the brand and company levels, IMAX equips diversity, marketing, and business leaders with the following:

Inclusion Assessment: Determine where gaps exist across the organization
Intentional Prioritization Process: Be intentional about your focus on priorities for low-hanging and longer-term practices.
Capability Building: Implement the capabilities needed to bridge these gaps.

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.

Build: Enhance your capabilities to bridge the gaps

Utilize best practices, industry standards, and expert guidance to build your capabilities and maximize inclusion practices across your business.

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

Dr. Omar Rodríguez-Vilá
Professor in the Practice of Marketing and the Director of Education / Business & Society Institute, Goizueta Business School

Sundar Bharadwaj, PhD
The Coca-Cola Company Chair, Professor of Marketing
Terry College of Business, University of Georgia

Dionne Antoinette Nickerson, PhD
Assistant Professor, Marketing
Kelley School of Business, Indiana University

The Focus

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.

The Insight

“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 Methodology

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 Chief Marketing 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, Former 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, Former 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, Chief Inclusion and Belonging Officer, Gap Inc