- Ethnic representation amongst marketers dropped last yr, reversing a yearslong trend that saw diversity on an upward trajectory, the most recent annual report from the Association of National Advertisers (ANA), the Alliance for Inclusive and Multicultural Marketing (AIMM) and SeeHer revealed.
- While diverse ethnicities accounted for nearly one-third (32.3%) of the industry in 2022, that share slipped to 30.8% in 2023. Representation of Hispanic and Latino employees declined from 10.9% in 2022 to 9.5% in 2023, widening the gap with the group’s 18.73% share of the U.S. population, while other demographics remained stagnant.
- Progress was made in some areas, with senior-level marketing roles reaching 27.9% ethnic diversity, the second-highest figure recorded within the study’s six-year history. Women also proceed to drive the promoting and marketing workforce, making up a majority in 2023.
The ANA’s latest assessment of representation within the marketing workforce offers one other sign that diversity, equity and inclusion (DEI) is under fire. Marketers made DEI a priority within the wake of mass protests for racial justice in 2020 however the concept has received stronger blowback as U.S. culture wars intensify, with some brands landing within the crosshair of political crusades.
Many chief diversity officers have been overlooked within the cold in consequence, and the ANA’s report indicates that marketing organizations have let their DEI efforts slip into the rearview. At the identical time, a fluctuating economy has led to layoffs at brands and agencies that might negatively impact representation and stymie progress.
The ANA report positioned the declines in representation experienced last yr as substantial, sharply reversing prior trends, and urged leadership to rectify the situation. Diversity amongst marketers previously increased from 27.6% in 2019 to 32.3% in 2022.
“It is evident that our long-term deal with [diversity, equity, inclusion and belonging] must not waver,” said Bob Liodice, CEO of the ANA, in a press release attached to the report. The research was conducted in partnership with SeeHer and AIMM, divisions of the trade body that deal with women’s representation and broader multicultural and inclusive marketing goals, respectively.
“The findings on this report should embolden our community to double down on diversity and to make sure that it stays a critical human resource strategy for all,” Liodice continued.
Breaking down the marketing and promoting verticals in 2023, 10.3% of staff were Asian, 9.5% were Hispanic or Latino and seven.2% were African American or Black. Of those groups, only Asian employees had larger representation in proportion to their U.S. population. About 12.05% of the country is Black or African American, per census data cited by the ANA.
“The findings from this study make clear the present state of DEI within the industry and ensure that we must do more to recruit, attract and retain diverse talent,” said Gilbert Dávila, co-founder of AIMM, in a press release. “It is our collective responsibility to make sure that the industry fosters a various workforce in order that we drive more authentic connections with consumers, foster more creativity and innovation and ultimately spur business growth.”
While the macro picture for DEI in marketing faces challenges, strides were made at the highest level. Along with the jump in representation amongst senior-level marketing roles, CMOs reached 17.3% ethnic diversity, the very best number recorded because the ANA began running the study.
Over half of senior marketing leaders (57.7%) were women, in line with the ANA board of directors and diversity benchmarks shared by select member corporations of the trade body, also the very best number seen within the study’s history. In addition, entry-level talent was majority female at 68.9%, showing marketing and promoting proceed to be appealing profession pathways for girls.
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