BRAND LEADERS AT CANNES DISCUSS THE CHALLENGES OF DEI
Diversity, Equity & Inclusion (DEI)
“It’s critical we start moving the conversation on from why DEI is important to exactly how we deliver it and realize the opportunities it brings for our businesses and our consumers.”
in marketing and advertising is one of the most important issues the industry currently faces and the subject has been a hot topic at this year’s Cannes Creativity Festival.
Though the marketing sector outscored all other industries when it comes to diversity (64%, compared 60% for the health and pharmaceutical industry, which was the next highest sector), in a survey the World Federation of Advertisers (WFA) and Kantar conducted on the subject last year, problems remain. For instance, 27% of marketing industry respondents said their company does not treat all employees fairly regardless of family status. A similar number indicated the same for age.
The industry also struggles with closing the pay gap, particularly in the United States and Canada. In the U.S. the gap between women to men as industry starters was 13%, while in Canada, it was 20%. Similarly, ethnic minorities scored lower on questions asking whether they felt like they belonged at their companies in nearly all markets. In the U.S., 17% said they have faced discrimination based on their racial background. And, as a result of discrimination and/or the lack of inclusion at their companies, 17% of all respondents said they were likely to leave their current company, and 15% said they would leave the industry altogether.
Owning up to one’s own corporate shortcomings is an important first step,
noted Beam Suntory’s VP of marketing Jerry Daykin (who is also a WFA Diversity Ambassador). “It’s something that I think shows we have a little bit of fundamental skin in the game,” he said. “These won’t be quick fixes, but that if we can show the willingness to be transparent, that builds credibility.”
Daykin spoke about how thinking holistically about the marketing process can unlock truly inclusive creative outputs. That means thinking about DEI at the brief and insights stage, rather than adding in an element of diversity at the end.
“We’re increasingly hearing that DEI is a marketing priority both internally and in terms of the advertising we put out into the world - but on the latter especially brands aren’t always sure where to start or how to avoid the pitfalls,” he said.
Marketers need to acknowledge and demonstrate a respect for the cultures they are represented, said Twitter’s Beverly Johnson. “Our messaging, experiences and creative work are more effective and inclusive when we lean into those healthy observations and conversations around culture,” she said. “The ability to recognize and accept the customs and cultures of others with respect bodes well for consumers, brands, marketers and users. [And,] it generally delivers on relevance and authenticity.”