What IMAX Delivers

Six Domains. One System. Designed for Growth. Built for Resilience.

IMAX evaluates your inclusion maturity across six critical areas of business, offering clear diagnostics, strategic insight, and an actionable path from intention to impact. Each practice is scored, benchmarked, and aligned to a structured maturity model—providing visibility and direction as your business evolves.

How IMAX Works

IMAX Shows Where you Lead
and Where you Have Gaps

High maturity across these domains drives inclusive growth, strengthens brand trust, and reduces enterprise risk in a fragmented, high-stakes market.

Organizational Practices

Laying the Foundation

How inclusion is embedded into leadership accountability, governance, culture, talent systems, and legal readiness. Strong performance here signals that inclusion is not siloed but championed enterprise-wide as a driver of business outcomes.

48%

Marketing Management Practices

See the Market

How your marketing strategy, audience segmentation, insights, and brand positioning serve as levers for inclusive growth. Strong performance here reflects your ability to intentionally identify, understand and capture high-potential consumer segments.

41%

Commercial Practices

Serve the Market

How inclusion is built into pricing, distribution, product design, innovation pipelines, and procurement. Strong performance here drives competitive advantage through more relevant offerings, equitable access, and untapped market opportunities.

24%

Communication Practices

Show up in the Market

How cultural fluency, representation, accessibility, and bias mitigation inform creative, content, media, and messaging. Strong performance here ensures authenticity, brand protection, and consumer relevance - high potential for near-term impact.

37%

AI and Data Practices

Power the Market

How inclusion is embedded in your use of AI, algorithms, personalization, and generative tools to safeguard for bias, transparency, and access. Strong performance here reflects your ability to innovate responsibly, mitigate risk and build trust in a rapidly evolving digital landscape.

23%

In-Store Practices

Deliver in the Market

How inclusive is your physical environment - from store design and signage to customer service, staffing, and community engagement. Strong performance here reflects how consistently your brand values are delivered in real-world customer interactions.

30%

Who’s IMAX For

A Future Proof Imperative

As expectations shift across consumers, investors, and regulators, IMAX provides leaders with a data-informed, actionable roadmap to unlock growth, reduce risk, and lead with integrity. Whether you’re just beginning to explore inclusive growth or ready to embed it deeply into your strategy and operations.

IMAX meets you where you are and moves you forward.

CEOs

Embed inclusion as a leadership and enterprise performance priority

CMOs

Ensure inclusive marketing drives growth and brand equity

CFOs

Understand inclusion as a lever for value creation and risk mitigation

DEI Leaders

Translate values into measurable business outcomes

How to Get Started

Flexible engagement. Proven value.

Whether you're just getting started or ready for full-scale implementation, IMAX offers a number of options. See IMAX in action with a personalized demonstration.

Book a Demo

Access the Framework

Use the full practice library to spark planning

Assess Your Maturity

Benchmark where you stand today

Prioritize What Matters

Identify the most urgent, high-impact gaps

Build Capability

Embed inclusive practices into systems, teams, and decision-making

Track Progress

Measure what matters

Access the Framework

Use the full practice library to spark planning

Assess Your Maturity

Benchmark where you stand today

Prioritize What Matters

Identify the most urgent, high-impact gaps

Build Capability

Embed inclusive practices into systems, teams, and decision-making

Track Progress

Measure what matters

Ready to Lead Differently?

IMAX helps organizations to move beyond good intentions to measurable impact. With a structured, scalable approach, lead on inclusion and win where it counts!

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