"Industry Complications Arising from WFA's Diversity Media Plan Affirmed"
The global marketing industry in 2025 is navigating a complex landscape when it comes to addressing diversity, equity, and inclusion (DEI), according to the World Federation of Advertisers (WFA) Diversity and Inclusion Census results released at the end of 2021.
The census involved over 10,000 people across 27 different countries, providing insights into current trends and challenges in DEI. However, the results do not provide information about the industry's racial or ethnic diversity or sectors other than marketing.
One of the key concerns raised by the WFA is a lack of diversity and inclusion in companies, which is reportedly the reason for consideration to leave, according to the WFA. This issue is particularly pronounced in the U.S., where action to address DEI is primarily focused.
The gender pay gap is a global issue, as indicated by the census results, with the gap across all countries around 13%. Although specific figures for 2025 are scarce in the current results, the general DEI emphasis in hiring and retention points to growing corporate awareness of equity in compensation as part of broader inclusion efforts. Organizations increasingly leverage AI and data-driven hiring to reduce bias, indirectly addressing pay equity.
Representation of people with disabilities is another area of concern, with direct data on disability representation in marketing limited in the available sources. Nonetheless, staying consistent with DEI is viewed as a competitive advantage for companies aiming to build trust and relevance with diverse audiences.
Some corporations, such as Costco, have doubled down on their DEI commitments, seeking to build long-term reputational trust. Others, like T-Mobile, Amazon, and Target, have scaled back or dismantled DEI programs amid political and regulatory pressures, risking alienation of younger consumers who place high value on authentic inclusion.
Brands continue to invest in hyper-personalized marketing that aligns with authentic values, integrating technology with human creativity while balancing privacy and inclusivity demands. Companies increasingly work with micro- and mid-tier influencers from marginalized communities to foster genuine connection and sustained cultural credibility, which benefits both creators and brands.
The LGBTQ+ demographic remains a critical consumer segment with high expectations for visible and genuine inclusion in advertising. Despite a recent perceived decline in LGBTQ+ representation, the industry continues to strive for more authentic representation to meet these expectations.
DEI remains the top social issue among marketers in 2025, though corporate approaches vary widely in response to external pressures and consumer expectations. Consumers, especially Gen Z and marginalized groups, demand transparency, sincerity, and action beyond performative gestures in DEI, influencing brand loyalty and reputation.
Two-thirds of respondents believe their companies are taking some form of action to address DEI. However, one in seven people working in marketing are considering leaving their company due to the lack of diversity and inclusion. The census results do not specify the exact number of people who are leaving their companies due to this reason.
People with disabilities make up only 7% of the marketing industry, indicating a need for more representation and inclusion efforts. As the industry continues to evolve, it is crucial for companies to prioritize DEI to remain relevant and competitive in the global market.
In the realm of finance, corporations are investing significantly in addressing diversity and inclusion (DEI) within their businesses, as evidenced by the efforts of companies like Costco, demonstrating a commitment to long-term reputational trust. However, concerns persist regarding the lack of diversity and inclusion within these same companies, which could potentially lead to employee churn, given that one in seven marketing professionals are considering leaving their current positions due to this issue. Simultaneously, the representation of people with disabilities in business remains underrepresented, making up only 7% of the marketing industry, signaling a need for enhanced efforts to promote diversity and inclusion in the broader business sector.
