The Growing Importance of Certified Diverse Suppliers in Marketing and Advertising

In the dynamic world of marketing and advertising, diversity and inclusion have taken center stage, not just in the content we create but also in the partnerships we foster. The Association of National Advertisers (ANA), along with the Alliance for Inclusive and Multicultural Marketing (AIMM), has been at the forefront of championing supplier diversity. Their efforts are encapsulated in the continuously updated Certified Diverse Suppliers list, a vital tool for marketers aiming to enhance their supplier diversity programs.

As of January 2024, the Resource List of Certified Diverse Suppliers for Marketing/Advertising has expanded to include 516 companies, with 14 new additions since its last update. This resource, available in a user-friendly spreadsheet format, empowers users to sort and select suppliers based on their specific needs.

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Why Supplier Diversity Matters

Supplier diversity is more than a buzzword; it's a strategic component of an organization's commitment to Diversity, Equity, and Inclusion (DEI) that yields both social and commercial benefits. By defining a diverse supplier as a business that is at least 51% owned and operated by individuals from underrepresented or underserved groups—including minority-owned, women-owned, and small-business enterprises, among others—the scope of diversity has broadened to embrace businesses owned by LGBTQ+, veterans, and people with disabilities.

The ANA and AIMM's Dedication

The ANA and AIMM's dedication to this cause is longstanding and multifaceted, involving surveys, reports, and guidelines aimed at fostering a more inclusive and diverse marketing industry. Their efforts have led to notable increases in the representation of women and ethnic diversity within marketing teams—an achievement highlighted in their Diversity Report for the Advertising/Marketing Industry.

Resources and Events to Foster Diversity

The ANA has developed a suite of resources to assist marketers and advertisers in embracing supplier diversity. This includes guidelines for working with diverse media suppliers and insights into the benefits and challenges of supplier diversity. Additionally, the ANA hosts Virtual Supplier Diversity Fairs, offering opportunities for networking and collaboration.

The Path Forward

The Certified Diverse Suppliers list is a living document, with updates and additions reflecting the evolving landscape of supplier diversity. To be included, suppliers need only complete a simple form, providing their certifications. This initiative is open to all, emphasizing the ANA's inclusive approach to reshaping the industry's supplier chain.

A Call to Action

The push for a more diverse supplier chain in marketing and advertising is a collective effort that benefits us all. By prioritizing supplier diversity, we not only foster a more inclusive industry but also unlock innovative solutions and perspectives that drive success. The ANA's Certified Diverse Suppliers list is a testament to the power of diversity and an invaluable resource for those committed to making a difference.

For those interested in contributing to the diversification of our industry's supplier chain or seeking more information, the ANA encourages reaching out via [email protected]. Together, we can shape an industry that truly reflects the diverse world we live in.

PBJ Marketing Named to ANA Certified Diverse Supplier List

We are Honored that PBJ Marketing has been added to the Association of National Advertisers List of Certified Diverse Suppliers for Marketing/Advertising. Thank you to Karim Amadeo from ANA for making this possible, and to Angie Trevathan from Allstate for informing us about this list and its significant impact on diverse companies. Many large corporations refer to this list when seeking supplier diversity.