Multicultural Americans total 130 million, representing nearly 40 percent of the total U.S. population and controlling nearly $3.7 trillion in purchasing power. The LGBTQ community represents an additional $1 trillion. Companies that are purposefully engaging these audiences can experience business growth in an environment where it is difficult to do so. The Alliance for Inclusive and Multicultural Marketing (AIMM), a branch of the Association of National Advertisers (ANA), was developed to help companies understand the opportunity and provide them with the information and tools they need to seize the opportunity. Comprised of more than 70-member corporations, media and research companies, advertising agencies and trade association representing the Hispanic, African-American, Asian and LGBTQ segments, AIMM is at the forefront of developing a blueprint for marketers to better engage the Multicultural and Inclusive audiences that directly links to business growth. As AIMM founding member and Chief Brand Office of Procter & Gamble Co., Marc Pritchard says, "If you are not doing Multicultural marketing today, then you're not doing marketing," AIMM is committed to leading the industry in making Multicultural and Inclusive marketing just the way business is done.