A Critical Snapshot of Our Industry #AdvertisingAllIn

The pandemic has given us unique views into many of our colleagues’ home lives, but it has also magnified social inequalities. Despite some sparks of positive conversation there is evidence that our industry progress on DEI has taken a knock too.

In our day jobs as marketers we know it’s important to have detailed insights and effective measurement to drive meaningful change. The All In census is a critical snapshot of our industry which together with the wider Inclusion Group we’ve used to inform a clear & measurable plan of action.

The results of UK Advertising’s first and biggest industry-wide survey, the All In Census, have been revealed. Our All In Report sets out three big areas of focus for the industry to achieve greater inclusivity. Download it here.

It was inspiring to see the positive response the industry had to the census – the widespread media coverage, the substantial commitments from hundreds of companies, and ultimately the over 16,000 individuals who took the time personally to have their input.

I think it’s important that we haven’t just captured demographic data, but also a better understanding of personal lived experiences and attitudes right across the industry. Whilst it’s a critical step it’s not enough just to bring broader diversity into our industry, we also need to ensure that talent is welcomed, setup to thrive, and able to maintain its individuality.

Embracing diverse perspectives and attitudes will help us all be better marketers. It will always be our jobs to advertise to many consumer groups whose lives are quite different to our own experiences, and whilst that’s a key skill we can all develop it’s made much easier when some of those perspectives are represented in our colleagues. As brand advertisers we will increasingly look to partners who can help us fast track this and bring more of these perspectives in, even as we go on this journey in our own businesses.

Whilst I’m a champion of all aspects of diversity I think meaningful progress comes with focus and that’s why I’m excited to see the action plan focussing in on priority issues where we can drive tangible change. Boosting black representation, tackling the prevalent class barriers, and truly making the industry physically accessible are key focuses which we absolutely must solve for.

That said, the census clearly highlights a much broader range of challenges facing the industry for instance those still affecting women or LGBTQ+ members of our industry. On this front I’m equally excited to see how other organisations will pick up and run with these insights to also drive change and I am confident the likes of Bloom, WACL and Outvertising will continue to do just that.