The Other 0%

Have you ever turned up to a party where you know no one else but the host? Constantly introducing yourself. Yep, awkward.

The creative industry can feel like that at times. For those who just entered, you're in uncharted waters. And for some, it's like the party has been going on for years. Even more so if you feel like another person who doesn't fit in.

Being an 'other' comes with an assumption that you stand out. Got a spicy perspective? Stand out. Speak a little differently. Stand out. Don't dress in monochrome. Stand out.

But being an ‘other’ doesn't always necessarily mean you contrast.

Last year, Ad Week published an article on a survey conducted on the diversity in the industry, specifically those positions held by agency leaders. And there was one stat in particular that caught my attention. A nice round figure. Of all spots represented by those of Middle Eastern heritage, you guessed it, 0%.?

Now usually with these sorts of reports, I'm not that surprised, I'm used to it by now. However, this time, I was genuinely impressed. Small numbers are expected. But, ZERO, that's an achievement.

And then it got me thinking, if I, a Creative Director of Arab heritage, somehow moved to the USA, started something, I'd radically change the scene. I'd be the 1%. The only 1%. And if that, probably a fraction of 1%. I can't imagine the UK is much different.

And then I really got thinking. How many other people are there in that bottom 5% of representation who feel the same? unrepresented? unnoticed?

And then I really really got thinking. Does anyone even notice??

In 2021, 73% of Agency leaders were white. In 2022 it was 90%. I wonder what 2023 produced?

More importantly, what does this say about the infrastructure of our industry? How does it promote growth? Who is afforded certain opportunities? Is D&I last seasons topic? Do old habits die hard??

There's a lot of questions to be asked. But these issues have a real impact on our industry.

Let's just imagine for a second. Take one person in your company. One person you are reliant on. Someone of influence and significance to you and the wider team. Someone who adds value to every project. Someone who's ideas and creativity help to build out incredible work.

Now erase them.?

You'd feel the difference.

But what happens if they never were there in the first place? All the amazing wealth of lived experience they would offer to the team, every meaningful conversation, creation, contribution becomes non-existent.

That's a sobering thought.

In today's world, we're looking to connect brands with people even more than ever. To understand cultures, and subcultures, and hyper-sub cultures. These are pockets of society inhabited by others. Wonderful, amazing, beautiful others. Curious, intelligent, imaginative others. Funny, fantastic, fascinating others.

All around us are other lived experiences. And these are the people and stories that need to be in our offices, studios and agencies. These are the voices that will help us meaningfully connect with the people we are daringly trying to reach.

What do we as an industry really have to offer when everyone shares the same perspective, the same methods, the same journeys, the same story? We get sameness. Not that hard to figure out. And with sameness, comes predictability. The only way to counter this is intentionally seeking otherness. In studies. In references. In practices. In hiring. Ultimately, in people. This is not just a HR issue. Or just a recruiter issue. This is an industry wide issue. And if you’re part of this industry, it’s your responsibility too.

I'm proud to be in the 0%. I'm proud to hear more and more stories that are not like mine. I'm proud to know those who've fought hard to get where they are today. I'm proud to be amongst those who don't look, live and like everything I do. Those who have different origins, classes, histories, traditions, interests, skills, ethnicities, neurology, gender, sexuality, faiths and world views. These are the people that will bring real change. Because every ‘other’ person is 100% what this industry needs.