Investing in Diverse Media and Diversity Is Not Just a Business Opportunity

40% of the United States identifies population identifies himself as African-American, Asian-American, Hispanic-American and then LGBTQ. By just focusing your media buys on general market you end up missing a 40% of the marketplace in speaking to those audiences in an authentic way. A four out of ten came back and said when they noticed that a brand doesn't invest media into their community then they actually look for the competitor to do business with. So brands talk about authenticity they talk about making equitable investments but I think what it will have and the impact that this study will highlight to many of the brands is that your inaction has negative action which I think is a new concept that this research has brought