How are we progressing with diversity and inclusion?

More than a decade ago, one of the TrinityP3 consultants was talking to me about their partner being appointed the ‘director of diversity’ at a major financial institution. I immediately jumped to a conclusion that this meant they were responsible for increasing the diversity of all of their staff, from the branch office to the C-suite. Creating opportunities for those from diverse cultures, socio-economic groups, genders, sexual orientations, ages and more to find opportunity in the monolithic halls of the bank. I was quickly put right.

The focus of this diversity director was one-dimensional. An important dimension. They were responsible for identifying and creating opportunities for women within the bank. While the category was gender, it appeared that even then, the objective was binary.

UNITED STATES OF AMERICA

Fast forward ten years and in the USA, the new President has overturned an Executive Order of the past President, which threatened to punish agencies that offered diversity training that he deemed “divisive.”

In one of his first actions in the Oval Office, president Joe Biden has revoked a Trump administration executive order forbidding agency diversity training that it considered “divisive.” In fact, EO 13950, as it had been known, has been removed entirely from the White House website.

AUSTRALIA

Closer to home, on February 1, 2021, the AANA Code of Ethics took effect. The AANA Code of Ethics applies to all advertising in Australia and followed an extensive public review process last year. This review sought to ensure that the Code continued to meet its objective that advertising in Australia is legal, honest and reflects prevailing community standards.

The code covers the creation of new ads and covers key issues including:

• Gender stereotypes - the Code changes affect depictions of harmful gender stereotypes
• Focus on body parts not relevant to the product or service being advertised
• Overtly sexual images in outdoor advertising or shopfront windows or where the image is not relevant to the product or service being advertised - an overview of what is and isn’t likely to amount to ‘overtly sexual’ images
• Additional restrictions for advertising containing violent or menacing content so that harmful content is not displayed where children form part of the audience
• The positive obligation on influencers to disclose commercial relationships in a clear, upfront manner.

You can download the Code Practice Notes here.

UNITED KINGDOM

Meanwhile, in the U.K. the industry diversity alliance, the Inclusion Group, has pledged to create a comprehensive demographic record of the UK advertising’s workforce, by conducting an agency-wide census in March 2021.

The Inclusion Group – an alliance between the Advertising Association (AA), ISBA and the IPA, ’All In’ will invite all UK advertising and marketing professionals to take part in a survey, which it hopes will help, “build a better, inclusive industry for all”.

“This census is a vital starting point for everyone to help build an industry that truly represents the world we live in today. I encourage people to spread the word” explains Kathryn Jacob, Chair, Inclusion Working Group.

STILL IN THE U.K.

Digiday’s Confessions series includes the following quote,

“Physically, I’m a Black woman. I’m tall, dark-skinned, I’m not racially ambiguous at all so I’m literally highly visible. As a Black woman, when you’re in rooms, your opinion can go unnoticed or unheard because the people are listening to either the white men or white women at the office so you’re put at the bottom of the totem pole”.

GLOBAL BRAND

At the same time, Unilever has pledged to root out advertising stereotypes from its marketing and work with more businesses run by women and under-represented groups as part of its latest inclusivity drive.

The consumer goods giant, which counts Dove and Ben & Jerry’s among its brands, has made increased diversity a priority in light of increased public attention. There is a long list of initiatives to read right here.

US BRANDS

The beauty brands are also putting their money where their purpose is with a US beauty retailer Ulta Beauty and multicultural hair-care brand Cantu Beauty supporting diversity at every level of their business.

Cosmetics and skincare retailer Ulta Beauty is making new diversity and inclusion commitments for 2021 across its products, workforce and brand positioning with an investment of more than $25 million, the company announced today.

Multicultural hair-care brand Cantu Beauty and networking coalition 25 Black Women In Beauty have announced the winners of their “beauty business accelerator,” joining forces to mentor the marketing efforts of three up-and-coming brands owned and operated by Black women.

GLOBAL AGENCIES

So how have ad agencies followed through on their promises? In 2020, the major holding companies housing some of the biggest ad agencies in the world each unveiled the measures they are taking to address these longstanding issues of diversity and inclusion.

In this comprehensive article, The Drum explores how, more than six months on, ad agencies have started to follow through on their promises and make good on their pledges.

So, how have they done? Take a look at what was promised six months ago compared to what's been delivered so far.

SUPER BOWL USA

The Super Bowl is a huge day for Football fans, the NFL, major advertisers and their agencies. But this year’s Super Bowl commercials will be viewed with an especially critical eye as a tangible indication of how the ad world has responded to the calls to fix systemic racism that has long plagued the advertising industry.

Amid the re-invigorated social justice movement last spring, many brands issued statements of support for the Black Lives Matter movement and promised to do better.

The Super Bowl represents a very clear opportunity to put those words into actions on the biggest stage of the year.

So, how did they go? While some brands had very clear action steps and outlined specific ways they implemented these practices in the conceptual and production phases of its ads, many provided cookie-cutter mission statements that simply say they support the cause.

So why are diversity and inclusion so important? It is not just the morally right and ethical approach. I believe that diversity and inclusion improve the very things agencies are offering to their clients. These are insights and creativity. Creating workforces that are not just representative of the population, but are also actively and proactively diverse, equitable and inclusive increases innovation and creativity. And it is not just the agencies or the advertisers who benefit. We all benefit. The question is, what are you doing?

As always, if any of this has piqued your curiosity or you simply want a more confidential discussion on any topic and the marketing implications and advertising opportunities let me know.

As always. Stay safe. Stay healthy. Stay sane.

Cheers

Darren