BRIDGE Inclusive Marketing definitions for public review and comment

A NEW INDUSTRY PARADIGM: INCLUSIVE MARKETING

Definitions for public review

BACKGROUND:

Just as the early days of the internet and mobile required a shift in mindset before the dollars followed, the same is now true for Inclusive Marketing. Despite the proven business opportunity, widespread adoption has lagged.

Inclusive Media Planning is often siloed under Multicultural Marketing—fragmented, inconsistent, and misaligned with today's consumer landscape. The industry still lacks shared definitions, cohesive frameworks, attribution models, and equitable systems which has resulted in an inefficient ecosystem that stunts both growth and impact.

To unlock the next era of brand relevance and business performance, we must redefine the playing field. That starts with a unified set of industry definitions that blend Multicultural and General Market strategies into one modern, inclusive approach.

PROBLEM & OPPORTUNITY:

According to the Selig Center, there is over $6 trillion in buying power across Black, Hispanic, Asian, and Native American communities. The LGBTQIA+ community represents a $3.7 trillion market. Research shows that the impact of inclusion is 3X on par with pricing strategies. And companies like P&G have publicly stated that a well-executed inclusive marketing strategy can drive $500 million in growth—in year one.

Yet, despite these numbers, the systems to reach these audiences remain fragmented. Inconsistencies in terminology and approach continue to stall progress.

WHY NOW:

With DEI under political attack, the stakes are even higher. Companies are being forced to reassess their commitments—often without the clarity or consistency needed to move forward confidently. Without a shared set of definitions, brands risk pulling back, misstepping, or acting in ways that undermine both performance and purpose.

Definitions create alignment, reduce risk and vulnerabilities, and allow us to establish consistency to drive and measure results.

THE PROCESS:

BRIDGE convened a committee of leaders from over 50 companies across the marketing and media ecosystem—from trade groups to Fortune 500 brands. Together, we built this foundational framework: a set of definitions designed to unify our work and sharpen our impact.

These definitions are being introduced at BRIDGE25 and will be made available for industry-wide input—inviting all of us to take ownership of what comes next.