DUBAI: In a move to assess the scale of the diversity challenge facing the marketing and advertising industry, the World Federation of Advertisers (WFA) has launched the first-ever global diversity, equity and inclusion census.
The census is a collaboration between the WFA, VoxComm, the European Association of Communication Agencies (EACA), Campaign, Kantar, Cannes Lions, Advertising Week and The Effies, with the goal of generating the largest and most representative sample possible.
“This is an unprecedented act of unity by the global marketing industry. With over a hundred participating organisations, this is the biggest industry collaboration ever,” WFA CEO Stephan Loerke said in a statement.
In the Gulf Cooperation Council (GCC), the effort is being led by the Advertising Business Group (ABG), a non-profit organization advocating for responsible advertising and communication.
People from across the marketing industry — including brands, agencies, media, tech, consultancies and marketing services providers in 27 countries — can fill in the survey until July 2 by providing socio-demographic data about themselves and perceptions of their workplace.
“The data from so many markets will be incredibly powerful in helping the industry focus its efforts on where they are most needed, helping us become a better, more diverse and more inclusive industry,” said Tamara Daltroff, director general of EACA and president of VoxComm.
The survey will assess where the global advertising and marketing industry stands in relation to diversity, equity and inclusion by investigating workforce composition across the industry as well as people’s perception of diversity and inclusion in the workplace.
The findings will be presented at leading global industry events in October this year, and published publicly for the benefit of global, regional and local groups.
The results will also be used to inform an action plan devised and led by the WFA’s Diversity and Inclusion Task Force, which is a global platform of the world’s top marketers.
A follow-up survey will be conducted after 18 months to track progress.