Background information
This week’s egtabite invites you to add your voice to the first-ever industry-wide Global Census on Diversity, Equity and Inclusion (DEI) – an initiative led by the World Federation of Advertiser (WFA).
Global DEI Census is live – add your voice now
The Global DEI Census, launched on Monday (21 June), remains open until 2nd July for participating countries (see full list below). All those working in the advertising and marketing industry in participating countries are invited to take part in the census. Fill out the survey here. Participation is entirely anonymous and cannot be traced back to respondents.
A historic moment for the industry
A collaboration between the WFA, Kantar, Voxcomm, EACA and many more industry organisations – egta is proud to support the initiative along with the European Publishers Council (EPC), the European Advertising Standards Alliance, IAB Europe and the International Council for Ad Self-Regulation (ICAS).
The census represents the most extensive cross-industry collaboration, bringing together brands, agencies, media, tech, consultancies and marketing services providers across 27 markets worldwide – never before have so many marketing industry organisations come together to drive a singular objective.
Reflecting the voices of the sales house community
The objective is to ensure the most significant, most representative sample possible. As the international trade association for TV and radio sales houses, egta believes that the voices of the broadcaster sales house community should be reflected in the sample.
egta has, therefore, called upon egta members in participating markets to support the initiative by taking part and sharing the survey as widely as possible across their organisations and networks.
A benchmark for measuring progress
The census is an essential step in making our industry more diverse and inclusive. The aim is to establish a tangible and factual benchmark for diversity and inclusion across the advertising and marketing industry. Data from the survey, aggregated by Kantar, will serve as the baseline by which future progress is measured.
This measurement exercise is more important than ever as many industry efforts to improve diversity and inclusion have been strained or delayed by the unique challenges of the coronavirus pandemic, which has only exacerbated obstacles to inclusion and magnified existing inequalities.
The findings will be key to informing a global action plan over the coming years. The intention is to re-run this research in 18 months then to measure progress.
Putting diversity & inclusion on the agenda
The topic of diversity and inclusion has been covered widely in both the general and the business press, even more so in the wake of the #MeToo and George Floyd movements in recent times. Diversity and inclusion have become a central focus for lots of companies, including many egta members, reflecting the growing movement within our industry at large.
Improving diversity and inclusion is crucial for moving our society forward, but interestingly, there is increasing evidence to suggest that it reflects positively on business outcomes. egta intends to explore this further by putting diversity and inclusion on the agenda at future events and conferences.
Please note that the participating markets in this census are Belgium, Brazil, Canada, Colombia, France, Greece, the Gulf Cooperation Council (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates), Hong Kong (SAR), China, India, Ireland, Japan, Malaysia, the Netherlands, New Zealand, Pakistan, Portugal, Singapore, South Africa, Spain, Sweden, Turkey and USA.