Global marketing DEI Census reveals major challenges

The first-ever Diversity, Equity and Inclusion Census of the global marketing industry has found the most common forms of discrimination reported are on the basis of age and family status, but there are also challenges around gender, ethnicity and disability. 

Background 

The World Federation of Advertisers (WFA) and its research partners gathered more than 10,000 responses from 27 markets around the world this summer with the online survey identifying not just the demographics of participants but also their sense of belonging and their experience of discrimination and demeaning behaviour.

While the marketing sector outperformed every other category that has been analysed by research partner Kantar, negative behaviours and discrimination are such that one in seven considers leaving the industry. 

Key findings

• 27% agreed their company does not treat all employees fairly regardless of family status; 40% of women agreed that family status can hinder one’s career.
• 27% agreed their company does not treat all employees equally regardless of age; 36% agreed that age can hinder one’s career.
• Women’s experiences are notably poorer than men’s and there is also strong evidence of a gender pay gap in some markets.
• Ethnic minorities score lower on key questions such as “feel like I belong at my company” than ethnic majority groups in nearly all markets.

• Most respondents (60%) say their organisation is taking active steps to become more diverse and inclusive, but in some countries this figure is significantly lower (26% in one market). 

Final thought

“The marketing industry shows itself to be relatively progressive at first glance. But scratch beneath the surface and there is a myriad of stories of suffering. Common themes arise again and again; discrimination against care givers and the old and the young, women and minorities living poorer work experiences and stark inequalities between cohorts and countries. This survey shines a light on those stories so that action can be taken to address them. There is a business and moral imperative to do so” – Gareth Rees, Head of CX Partnership Services, Insight Division, Kantar.