Launch of the first global census of the diversity and inclusion of the advertising industry
The first global census of diversity and inclusion in the advertising and marketing industry is underway from June 21 to July 2.
The World Federation of Advertisers is organizing the census, which is supported by VoxComm and EACA, representing agencies, Countryside, Kantar, Cannes Lions, Advertising Week and The Effies.
The census start on June 21 coincides with Cannes Lions, the world’s largest festival of advertising industry creativity, which is taking place virtually due to the pandemic.
Diageo, GSK, Havas, Mars, Mondelez, Reckitt and WPP are among the advertisers and agency groups supporting the survey taking place in 27 markets.
Companies are urging employees to participate in the online census and provide socio-demographic data about themselves and perceptions of their workplace.
It takes approximately 15 minutes to complete the survey, which can be viewed here.
“The pandemic has amplified inequalities everywhere,” says a promotional film for the survey, explaining why diversity and inclusion have risen on the agenda and the importance of establishing a “benchmark” for demographic makeup of the global advertising industry workforce.
As the film says, “The DCI World Census is about measuring where we are, so we can move forward. “
The WFA will present the results, in collaboration with Countryside, in October – with a follow-up initiative “to measure progress” 18 months later.
Stephan Loerke, Managing Director of the WFA, said: “This is an unprecedented act of unity on the part of the global marketing industry. We are honored and delighted with the support of our global partners and, critically, the national associations of advertisers and agencies – and their partner organizations – who help generate local samples. “
Tamara Daltroff, Managing Director of the Association of Agencies EACA and President of VoxComm, said: “Data from so many markets will be incredibly powerful in helping the industry focus its efforts where it is needed most, helping us to become a better, more diverse and more inclusive industry.
The markets participating in this census are Belgium, Brazil, Canada, Colombia, France, Greece, the Gulf Cooperation Council (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and United Arab Emirates), Hong Kong SAR, China, India, Ireland, Japan, Malaysia, Netherlands, New Zealand, Pakistan, Portugal, Singapore, South Africa, Spain, Sweden, Turkey and United States.
The Global DEI Census builds on the UK’s All In Census, which also used Kantar to collect data.
About 16,000 people attended All In. It revealed that people from black, Asian, disabled and working-class backgrounds lacked representation, especially at senior levels, compared to the general UK population, and were often more likely to leave the industry.
For more information: www.wfanet.org/census